YES SOCIETY
Email / Lifecycle Marketing
The Overview
Yes Society is a premium wine membership offering private access to highly coveted wines from the best producers in the world. Launching from their sister brands, their communication strategy, customer profiles, and accounts were entangled, confusing their customers and team. They needed a clean slate, a clean customer list, and an email strategy to move leads from interest to membership.
The Work
1. Optimized the account and cleaned their list
Created new opt-in popups and forms to capture leads’ contact information and drove current members to sign up for SMS. Segmented customers by member status and behavior, and removed inactive and lost leads. Reduced annual software subscription fee by $1,000+.
2. Reengaged cold leads
After their initial launch announcement, many leads went cold post-launch. We built a reintroduction campaign series that reignited interest and drove conversions.
3. Developed a monthly campaign strategy for members and leads
For current members, we developed a three-pillar approach. Premium wine offerings, budget-friendly wine offerings, and marketplace highlights. Each focused on engaging members with unique product offerings. For non-members, we focused on storytelling and featured wine highlights to build desire and drive sign-ups.
4. Redesigned the customer journey
This new journey included capturing leads, nurturing them with curated content and product drops, implementing a multi-part sales sequence to highlight rare wines and key membership benefits, and onboarding new members with an engaging series to ensure a premium experience and full use of their benefits.
The Results
+174%
+174% to budget campaign performance (March)
20+
Converted 20+ previously cold leads into high-LTV members
$1,000+
Cut email software costs by $1,000+ annually through list cleaning – reducing profile list by more than 50% of inactive profiles
SOME OF THE GOODS
Ready to grow your business?
Growing your business shouldn’t be a mystery. Your marketing should work and it should be easy. All it takes is scheduling a call today.