Grapeful

168.2% uplift in eDM campaign revenue after first 90 days

We remember the exact day we started CRM for Grapeful.

May 9th, 2023 – Because that’s when we’d say performance escalated heaps, given that FMCG brands like Grapeful (aka. our favourite Aussie wine-delivery service) ought to be equipped with digital strategies designed to keep customers coming back for more.

Read on to see how our email flows and campaigns worked synergistically to turn Grapeful into customers’ new best friend re: all things vino, versus just another brand.

The Results:

“Quick wins” might be a bit of a stretch when it comes to CRM implementations and optimising an account into one that boasts a robust and strategic infrastructure, but our close partnership with Grapeful (and founder, Baxter Pickard) did allow us to get going fast. 

Within the first 90 days of setting new flows and automations live, results were as follows:

• Klaviyo attributed revenue increased 77.45%
• Flow revenue increased 40.5% upon the introduction of seven advanced flows
• First-time purchasers increased by 30.6% 
• 25% uplift in Avg. Order Value, boosting it to $260

But of course, this wasn’t the only CRM lever pulled, and eDM campaigns further led to:

• Increased campaign revenue by 168.2% within the same first 90 days
• Overall open rate increase of 19.5% through the use of highly granular segmentation
• Segment of engaged contacts grew by 105.4%
• Total campaign conversions increased by 100%

Improved results were also reflected in metrics like average revenue per recipient, placing Grapeful in the Top 19% of businesses in its industry.

The Solution:

Engage every customer at every stage of their Grapeful journey – whether they’re a novice casual recreational wine drinker, or your neighbourhood connoisseur. 

Ask around, and chances are, people already have their favourite go-to bottles.

So, how would a brand like Grapeful encourage the exploration of new selections? We introduced a series of advanced automated flows, including (but not limited to):
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Product Replenishment

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  Email automations applied on identified best-sellers or across an entire range, reminding the contact to repurchase prior to their next predicted order.

Customer Winback

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  Multi-step automations sent to unengaged contacts after a period of inactivity, potentially including offers to incentivise return.

Review Request

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  Integrated with our agency partner, Okendo (or your review app of choice), this email automation invites customers to review their recent purchase – which can then be repurposed as social proof across other marketing channels.

Cross-Sell

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  Automation that recommends complementary products (i.e. three wines based on a customer’s prior purchases, identifying alternatives they might enjoy with similar tasting notes and flavour profiles)

Recognising the value of browsing behaviour, we also set-up “window shopping” flows for users who navigated on-site without purchase.

Think of it as a high-intent browse abandonment flow, where tailored offers and messaging pushed for conversions, as all these flows all worked in tandem to boost engagement and further personalise the customer experience.

Our approach was refined by leveraging customer attributes to create dynamic segments within the database. Meaning, flows and forms aside, we levelled up campaigns as well. 

Per the “data” in DataSauce, our team analysed purchase frequency, unique customer preferences, and browsing patterns, to design campaigns that resonated with specific customer groups – for subsequently higher engagement and increased revenue metrics.

Campaigns shifted from generic, sales-driven copy on an ad hoc basis to educational, value-added content at a consistent cadence. 

Enough of derivative “Shop This Item” CTAs; we introduced rich storytelling around wine regions, winemakers, and the unique qualities of different wine varieties, which positioned Grapeful as a trusted guided on all things vino, thereby offering more value than when shoppers opt for their local bottle-o instead.

After all, Grapeful does offer same-day delivery right to your doorstep too.

One last hurdle Grapeful faced was an initially small database. 

Sure, we could implement all the best practices in the world alongside heaps of experimental ideas, but they wouldn’t be worth the while without anyone to see them.

Per our full-funnel, omnichannel approach, we deployed lead links on organic socials, coupled with strategically placed website pop-ups on multiple pages that aligned with user interests. 

For instance, the red wine category page had its own red wine pop-up for special recommendations and updates on reds, which allowed us to segment sign-ups based on wine preferences. With our all-new “red wine” list, we delivered more personal and hyper-relevant comms that nurtured stronger connections with our growing community of wine enthusiasts.

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We frequently preach the importance of a robust CRM strategy, but it’s not till you break it all down to the involved triggers, filters, segments, dynamic elements and more that you realise how much thought goes into the creation of a high-performing, always-on account. 

Today, we've made CRM the most profitable sales stream for Grapeful, and have expanded our partnership to help launch its sister wine bar, Wally's Albert Park as well.

Bridget, our CRM Lead, oversees the nuances that every account ought to consider – as these strategies never are a one-size-fits-all situation.

Instead, we’ll pull together audits of your existing infrastructure, generate a bespoke campaign plan, workshop key content pillars, execute customer journey mapping, as well as ensure ongoing database health… The list goes on, with all aspects of design, copywriting, technical builds and strategy considered. 

tl;dr – We think any account could benefit from a good ol’ honest review.

And we’ve got a complimentary discovery call to do just that, right here.