Wine bottles lying down
Accolade Wines

"We were blown away by the results of the Easter Wine Club campaign. Ovato exceeded our expectations and delivered a huge uptick in sales and foot traffic to our Cellar Door."

Melissa Ramsey, Wine Club Activations Coordinator

Pursuing new audiences

Accolade Wines was looking for new strategies to enhance its Easter Wine Club campaign for the St Hallett wine brand, to increase sales and build awareness of the brand.

Ovato suggested integrating SMS, via the Ovato technology platform TractionNext, as a secondary campaign element to complement its existing email marketing strategy. Including this additional element to the campaign gave a sense of urgency over the Easter long weekend.

Industry snapshot

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Working side by side

The St Hallett’s Easter Wine Club campaign consisted of four emails sent out over a two-week period.

An SMS campaign was launched two days after the final email reminder, targeting a South Australian customer base of around 7,000 people.

This multi-channel strategy aimed to drive traffic to the St Hallett website via email, while SMS was used to bring people to the Cellar Door, located in the heart of the Barossa Valley.

Australia Day Campaign

Email only

Sent:

11,299

Opens:

19.40%

Unsubscribes:

0.15%

Easter Campaign

Email + SMS

Sent:

10,933 / 4,668

Opens:

27.82% / 98.89%

Unsubscribes:

0.12% / 0%

High conversion rates

The SMS campaign resulted in five times the amount of orders compared to email, with an increase in gross sales of 374 per cent. It also generated a 191 per cent increase in website traffic, while attracting many customers to the St Hallett Cellar Door in foot traffic. Following the success of this SMS campaign for St Hallett, Accolade Wines is now looking to roll out similar multi-channel strategies across all their brands.

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The impacts we unlocked

Campaign results

Campaign results


SMS in action: 

Zero opt-outs and 5x the sales