How Splash Wines focuses on retention after Cyber Weekend to achieve a 40% repeat purchase rate with email
Industry: Apparel and accessoriesPlatform: Shopify
You can easily spend thousands of dollars on a bottle of Bordeaux—but for those who know, you can find a high-quality bottle of wine at any price point. Splash Wines, a family-owned and operated business, specializes in delivering some of the world’s best wine to their customers’ door—at affordable price points.
As Cyber Weekend and the holidays get closer, Garrett Imeson, chief marketing officer at Splash Wines, is tasked with deciding what offers will appeal to wine connoisseurs—and communicating these deals to his customers.
And Imeson has a secret weapon: Email marketing. In November of last year, 68% of Splash Wines’ online sales was attributed to Klaviyo’s platform. And while Splash Wines has been in the business for 3 generations, Imeson isn’t stuck in his ways. And for 2021, he’s deciding to switch up his strategy with some help from Klaviyo.
The price is right
While 2020 was plagued by inconsistencies with the shipping industry and issues with suppliers, Splash Wines got in front of shoppers with the ultimate value proposition—delivering deals that their customers have come to know, love, and expect.
And while Splash Wines aims to bring their customers incredible values all year, Cyber Weekend is when they go above and beyond, coordinating with partners and wineries to ensure they’re giving shoppers something truly unique.
Imeson emphasizes that Klaviyo has been essential for him to scale Splash Wines year over year as their customer base continues to grow. The platform also allows Imeson to reliably communicate with his shoppers throughout Cyber Weekend.
And for tentative shoppers who aren’t quite ready to click the confirm purchase button, Imeson has a foolproof solution to entice them to buy—abandoned cart automations.
Order wine, drink, repeat
For Imeson, the focus isn’t just getting new shoppers to purchase wine during their Black Friday blowout, it’s also about retaining Splash Wines’ customers—through the holiday season and beyond.
One of the ways Imeson plans to retain his customer base during the holidays is by using Recharge, a subscription and recurring payment service.
Imeson added that determining the best price to offer on a bottle of wine is dependent on the customer. Purchase data offers valuable information to personalize communications. By segmenting emails based on the average price customers spend on a bottle of wine, Imeson can tailor his content to make it relevant to his customers.
Imeson finds that when they segment emails based on buying recency, it works especially well, since Splash Wines is a consumable brand.
Imeson admits that while he and his family may have a shared passion for wine, their data science expertise is lacking. The Klaviyo platform helps Imeson and his family by collecting and leveraging these valuable customer insights.
Tried, tested, and true for 2021
How do you know if changing your traditional Black Friday deal will pay off? If you ask Imeson, he’ll tell you that the key is to test new campaign concepts early in the year.
By using Klaviyo to test this campaign earlier in the year, Imeson was able to easily measure the performance of the campaign and determine that it would be a smart move to implement something similar for Black Friday/Cyber Monday 2021.
While Imeson may be mixing things up this year, he insists that the focus of Cyber Weekend should be on your brand—and your core values.
Read about another brand and how they use email marketing segmentation to drive revenue during the Holiday season: