And. A with competition so fierce in almost every industry on the planet. A you ne to discover a channel you can win and own. Source Mamble At the time. A we simply couldn’t afford paid acquisition channels. The channels were much more affordable at the time. A but our margins were slim… and. A did I mention. A we were self-sufficient?! So we had to find a channel that would allow us to build relationships with our customers mobile database and generate consistent. A consistent sal. We receiv excellent mia coverage. A and were even nam one of the top 100 retailers by Internet Retailer (a major event at the time).
This mia coverage was excellent.
A but it was also fleeting. We’d get a mia hit. A we’d see customers coming in. A then two weeks later. A traffic would drop off and we’d have to A we simply couldn’t afford paid go get another mia hit. It was difficult and meant our sal were out of our control. CellarThief was list as formulate a digital transformation plan one of the top 100 internet retailers So we took a deep breath and examin what was driving our sal. Most compani simply don’t do that. They have their channels. A their budgets. A and their sal. And they simply don’t do the work necsary to understand where their bt customers are coming from.
We were the same.
We knew we were getting sal from SEO. A and every whatsapp filter month. The most difficult thing was that we couldn’t prict how much revenue we could A we simply couldn’t afford paid generate in a day. A a week. A or a month. This began to create difficulti for our purchasing. We simply didn’t know how much wine to commit to supplying to our suppliers.
Some days we sold 5 cas and other days 50.
So we chose one channel to focus on. A and that channel was e-commerce email marketing. We knew email campaigns would be beneficial for us. We knew email campaigns can be incribly rewarding and succsful. And. A as I said before. A our goal was to tell the story of the people behind the win. A and we felt email was the bt way to do that. We knew our email marketing efforts were helping us build relationships with our customers. However. A it was difficult to quantify the financial value of our email marketing efforts.