Kenefick Ranch used email campaigns as their primary marketing source. However, they noted that email conversions were slowly decreasing and they asked us for assistance. We reviewed their data and determined that the long copy form of their typical emails was likely inhibiting click through and the resulting sales.
To see if we were correct in our assumption we created their next newsletter in two ways: the first in their traditional format of a long copy letter, and the second with only the start of the letter with a link to read more and additional short content of wine information and recipes with links. We kept both emails the same overall length.
While the open rate increased by almost a quarter, the click-through-rate practically tripled, with each click driving people to the website and improving conversions.