Last time we talked about The Power of Email Newsletter Marketing – and this incredible story is proof that it works! Using DriveIt to send out their messages and power their online store, Black Hills Estate Winery of BC sold over 1,500 cases of their highly regarded 2007 Nota Bene wine direct to the members of their “Wine Club”. Wine Club members were able to conveniently shop online, effortlessly purchase a case of the limited release wine, and have it shipped directly to them.
Here’s what happened:
On April 14, 2009 an email newsletter was sent through DriveIt to nearly 8,000 people in Black Hills’ Wine Club email database. This email contained notification that the Nota Bene wine would go on sale to members at 11:00am on April 18, 2009. Of the 8,000 newsletters sent, 57.5% of them were opened, and an astonishing 29.4% of them clicked through to the website.
On April 18, 2009 a reminder email message was sent to the Wine Club members, giving them giving them a one hour window to buy the wine before it went on sale to the general public. At 11:00am the product checkout was enabled for Wine Club Members, and in the first five minutes there were over 700 carts (orders) already started.
Later in the afternoon the wine went on sale to the general public, and an additional 2,000 email newsletters were sent out to remaining contacts who were not members of the Wine Club. These emails also had very high click through numbers, with 88% of them clicking through to the website and 36.3% of them completing an online shopping order. Less than 48 hours later – and with very little investment in email marketing – Black Hills had made more than $1 million in sales by selling out of their entire inventory.
When used correctly, email newsletters can be an extremely powerful marketing tool. To learn more about how you can utilize our email newsletter application, contact us today.
Tags: database marketing, newsletters
