Toasting customer experience with digital marketing at Virgin Wines

Australian wine producer adopts new email marketing solution and gains efficiencies with workflow and automation based on customer experience and events

As a small wine marketer launched in Australia in late 2010, Virgin Wines has been heavily reliant on digital marketing to build its brand position and sales.

A core component of that strategy has revolved around email marketing, which over the last two-and-a-half years has delivered revenue growth of between 30 and 40 per cent and become a key component of the company’s marketing strategy.

But with its previous email service provider failing to offer a value-for-money solution, in mid-2012 Virgin Wines began seeking an alternative. “We wanted to improve targeting and segmentation and ultimately make email a more relevant customer experience,” said Robert McGeachie, Virgin Wines’ digital marketing manager.

“We wanted a self-service application that was integrated with our other IT systems, and our in-house design team felt confident using.”

A search of local email service providers uncovered most were high cost in comparison to other markets that Virgin Wines’ parent company, Direct Wines, was operating in. With his counterparts in the US having been long-time users of the e-marketing platform from North Carolina-based company, Bronto Software, McGeachie decided on a trial run.

The results were pleasing. McGeachie said Bronto met Virgin Wines’ requirements on a number of fronts including fast integration, self-service management, customised reporting and visibility of customers on an individual level, as well as delivering the sough-after cost savings.

“We also had a couple of online demonstrations from the Bronto sales team which allowed us to discuss any questions or concerns we had,” McGeachie said.

Another benefit of Bronto was that it enabled Virgin Wines to introduce workflows and automation based on customer events. “This, combined with the significant cost savings gained through the strength of the Australian dollar, gave Bronto a competitive edge,” he said.

Virgin Wines’ marketing and design team had four training sessions with Bronto in the month before the system went live, and since then has found live chat support to be sufficient for handling any subsequent issues.

While McGeachie said a true comparison between Bronto and the previous system is difficult to estimate, Virgin Wines has certainly benefitted from the ability to easily drill down in its customer base to target individuals with more relevant content. The company is also able to generate emails based on events such as sign-up and abandoned shopping baskets.

“Email is part of a multi-channel approach at Virgin Wines,” McGeachie said. “We need it to integrate into the whole experience rather than sit as a standalone channel.”

Even so, the new system is certainly pulling its weight, with McGeachie claiming email sales have grown by 50 per cent in the year since Bronto was implemented.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Taking performance cues from east Asian markets

As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.

Dr Chris Baumann

Associate professor, Macquarie University

Searching for social and marketing data

Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.

Isaac Lai

Connections strategy lead, VMLY&R Sydney

Why Australia needs more leaders

A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.

Dan Banyard

Managing director, Edentify

Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com

Anthony Idle

How Total Tools overhauled its omnichannel marketing

Read more

Well, you can always improve your service. Your customers will appreciate your efforts.

Mike Thompson

Report: Australian customer experience good but not great

Read more

Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping

Cotton Sarees Online

How data is driving the customers of a lifetime for BaubleBar

Read more

Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...

NavkarConsultancyServices

Xero evolves to fit a changing marketplace

Read more

>Writes article about how to show diversity in an authentic way>All featured opinions are from white women

Jennifer Metcalfe

Food for Thought: How can brands show diversity in an authentic way?

Read more

Latest Podcast

More podcasts

Sign in