2023 EIS Awards
(Emails that drive e-commerce transactions, including cart abandonment efforts.)
Kunde Winery is a stunningly beautiful place where you’re greeted like family and the romance of Wine Country is around every corner. However, when customers interacted with the winery online, they were faced with robotic and humorless automated emails that would be more appropriate for a Silicon Valley corporation.
Our task was to bring the warmth and sense of peace and tranquility of the estate into these simple transactional communications. We did this with photography and use of their Mediterranean color palate. We rewrote the copy in a voice more indicative of the culture at Kunde while keeping the key administrative purpose of each email front and center to meet customer expectations. And finally, where appropriate, we added boxes for cross linking and engagement for the customer to continue the conversation with Kunde. In all we created 14 automated emails, but here are three as a representation.
The results when compared to the previous
system communications were staggering:
Welcome to Mailing List Email
Previous Open Rate 56.1% · Current Open Rate 77.7%
Previous Click Rate 1.9% · Current Click Rate 57.4%
Order Confirmation Email
Previous Open Rate 76.5% · Current Open Rate 83.2%
Previous Click Rate 2.8% · Current Click Rate 59.2%
Shipping Confirmation Email
Previous Open Rate 64.83% · Current Open Rate 78.91%
Previous Click Rate 16.17% · Current Click Rate 56.57%
About The EIS Awards
MediaPost’s EIS Awards recognize outstanding email marketing programs and initiatives undertaken by brands and their agencies. Categories for this award recognize the latest trends in email marketing and the jury is composed of creative and strategic marketers and agencies who have been blazing the new trails others will follow.