"Fragrant world": a case on the sale of alcohol via email-mailing

Customer: network of wine supermarkets "Fragrant World".

Site: //amwine.ru/

Service: comprehensive internet marketing, including SMM and email marketing.

Project Description:

Internet-shop window of the Fragrant World wine supermarket chain. Why showcase? The fact is that the sale of alcohol on the Internet is prohibited. The site can not be called an online store, because it is impossible to buy products on it.

The user can make an order, but will have to pay and take it in the selected store on the site. Our goal was to increase the number of such orders, including via email-newsletter.

We work with "Fragrant World" for a percentage of sales from orders placed on the site, so at the very beginning we froze our own budget to get started.

Terms of cooperation: from February 1, 2017 to the present.

Work with subscribers database

As a service for creating email newsletters, we chose Mindbox - a marketing automation system that includes platforms for email, push notifications, analytics, creating pop-ups and banners, and much more.

The client came to us with a ready base. Unfortunately, the size of the base is classified information. Addresses were collected from questionnaires that customers filled out offline when they issued a discount card. The client has been collecting contacts for quite a long time, but the newsletter was not conducted at the same time, so we can assume that the base is “cold”.

We decided to make a welcome newsletter with a proposal to either unsubscribe or continue receiving letters in order to “warm up” the audience and clean the base:

The newsletter was successful, single replies - 0.5%:

In addition to the low rate of formal reply, the distribution was successful in other indicators:

  • Open rate (percentage of discoveries) - 28.4%;
  • Click rate (percentage of people who clicked on the link in the letter, of the total number of delivered letters) - 4.4%;
  • CTOR (click-to-open rate - the percentage of people who clicked on the link in the letter, of the total number of open letters) - 15.3%.

After a successful release, we began to actively collect new addresses in two ways:

1. Added a form for collecting email addresses to the site:

2. Began to collect addresses of users registered on the site:

In the period from 04/02/2017 to 08/29/2017, the size of the database increased by 8.23%:

Mail traffic

Frequency of mailings - once a week, in the morning on Fridays. This is due to the fact that closer to dinner on Friday, people remember that you need to make purchases for the weekend, as well as buy alcohol in the evening to relax. The content blocks of all mailings are arranged in this order:

  1. Cap.
  2. An interesting fact to keep the attention of users.
  3. References to the cards of the goods of selected wine.
  4. References to the cards of goods, sold on a discount for the holders of accumulative cards of the "Fragrant World"
  5. References to the cards of the goods of other beverages.
  6. References to the cards of the goods of snack.
  7. Special offers.
  8. Announcement of new materials in the blog.
  9. Basement.

Here is an example of a typical newsletter:

At the time of writing this case, 21 mailings were sent. The number of conversions is classified information, the schedule of transitions from email distribution is as follows:

The peak of attendance is in April and May, this is due to seasonality. Most of the traffic brought two mailings:

  1. Peace, Labor, May and Shish Kebab

Date: 28.04.2017

Open rate: 23,7 %

CTOR: 13,7 %

Click heat map:

The heat map shows that the two most clickable elements are the buttons leading to the terms of the action “three for the price of two” for Moscow and St. Petersburg.

  1. The best deals of the month from "AM"

Date: 19.05.2017

Open rate: 19,2 %

CTOR: 18,4 %

Click heat map:

The most clickable elements are a block of links to the A. de Fussigny Selection brand product card, since it was a stock with a big discount, and the "Items for a promotion" button.

Links to promotions - the most clickable element in all mailings.

Also, a good clickability in all ezines was at the announcements of new materials in the blog. Let's look at the example of the click card of one of the mailings:

The mailing list was for us the most effective channel for attracting traffic to informational articles:

Sales with mailing

As already mentioned, the opportunity to place orders on the website was launched along with the mailing list, but the sale of alcohol via the Internet is prohibited, so the purchase mechanic is as follows:

  1. The user comes to the site.
  2. Registered.
  3. Adds item to cart.
  4. Chooses pickup point - the nearest store network "Fragrant World".
  5. Comes to the selected store, pays for and picks up a pre-prepared order.

In addition to the 21 weekly newsletters, we also set up the following trigger messages:

  • Welcome chain - we used the two-factor authentication system, so we used two letters:

    • Confirm e-mail.
    • Thanks for subscribing.
  • Abandoned category - the letter is sent if the person on the site watched a certain category of goods (red wine, whiskey, and so on), but chose nothing. The letter automatically selects the most popular products in this category.
  • Thrown view - the letter is sent if the person viewed certain goods, but did not add them to the basket. The user receives a reminder that he was looking through a particular product.
  • Abandoned basket - the letter is sent if the person added the item to the basket, but did not proceed to the order. The letter recalls the product that the user added to the basket, and calls for a transition to checkout.
  • Order cancellation - the letter is sent if the person changed his mind and canceled the order already made earlier in his personal account. The letter simply informs the user that the cancellation was successful, and does not call for a purchase of another product.
  • Checkout - the letter is sent if the person places an order. The user receives a notification that the order is accepted for processing. The letter also contains the address of the shop "Fragrant World", which the user chose to pick up the order.
  • Fulfillment of an order - the letter is sent after the user has paid and picked up the order in the store. In the letter, we thank the user for the purchase and advise you to read articles on the blog.

Unfortunately, we can not disclose absolute numbers, so we give statistics in percent. In total, we achieved the following results:

From the graph it is clear that the peak of sales fell on those two popular mailings that I mentioned above.

We constantly say that the effect of content cannot be measured in isolation, and you need to look at the effectiveness of one channel in conjunction with all the others, that is, rely on omni-channel. In simple terms, a person could first find the “Fragrant World” website in the search, then subscribe to the newsletter, then follow the blog for a long time, and only then place an order. The graph below shows the proportion of visitors who place an order and who have one of channels was email-sending, from the total number of all conversions:

I explain in simple language. The graph has three lines. They show the users who made the order immediately after they came from one of the sources:

  • From the search engine.
  • Directly logged into the site by entering the address in the browser line (direct visits).
  • According to the link inside the site itself. That is, a person investigated the site before placing an order.

BUT! These are not just users from one of the three channels. These are users who at least once before making an order came to the site from an email newsletter.

In other words, users often ordered not immediately after the transfer from the newsletter, but after, returning to the site either from a search engine, either directly or simply “wandering” around the site. At the peak time in July, the share of such users was almost 70%.

Email marketing is an effective channel for promotion in any subject

Let's sum up our work for 5 months:

  1. We made a mailing to a conditionally cold subscriber base with a proposal to subscribe. Percentage of unsubscribe - 0.5%;
  2. At peak times, we received ~ 9-10% of sales from the total number of conversions;
  3. The proportion of users who made a purchase, while at least once transferred to the site from the newsletter, sometimes reached almost 70%.

We do not get tired of repeating that you should not confuse email marketing with spam, and that mailing can be a super effective channel for promotion with proper implementation.

Do you want to increase sales by email? Contact us - we will consult for free.

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