SEM and Email Marketing Case Study for Blackwell’s Wines & Spirits
Revenue from Email Channel increased by 115%- Email Campaign Revenue increased by 38%
- SMS Revenue increased by 13,500%
Conversions from Google Ads increased by 226% YoY- Revenue from Google Ads increased by 205% YoY
ROAS from Google Ads achieved 10.8X
CONTEXT
Blackwell’s Wines & Spirits, a predominantly online alcohol retailer with a growing network of physical stores based in California, positioned itself as a family-run boutique store accessible to customers across America and worldwide. Specialising in curated wines and spirits shipped globally, Blackwell’s Wines & Spirits was an ideal partner for LION, offering bespoke-quality service that resonated well with their customer base.
Although the brand was already streamlined and personable, there was untapped potential in creating a comprehensive email lifecycle strategy using Klaviyo. The goal was to exceed customer expectations and drive repeat purchases based on existing customer data.
Following the success of the email strategy, the brand expanded its engagement to include SEM services, aiming to boost online sales volume by showcasing exclusive products, leveraging seasonal events, and maximising sales during peak seasons.
WHAT WE DID
We began by auditing Blackwell’s Wines & Spirits’ existing Klaviyo setup, identifying immediate and long-term opportunities for success. Since communication for a brand of this size could be reactive when managed internally, the LION team collaborated closely with Blackwell’s Wines & Spirits staff to leverage their product knowledge. We used the information and our insights to focus on building robust flows and customer journeys with engaging designs.
In the short term, the LION Digital team began work on the biggest opportunities for revenue growth, including:
- Redesigning the Klaviyo Master Essentials template
- Implementing Welcome and Exit Intent Pop-Ups
- Integrating Klaviyo SMS functionality
Following the success of the email strategy, we initiated an SEM Kickoff Strategy Call, which led to a ‘Seasonal Surge’ SEM Strategy aimed at rejuvenating interest in Blackwell’s exclusive and limited-edition product range. This strategy involved leveraging Performance Max (PMAX) campaigns across various Google platforms, focusing on search and shopping.
Additional Focus Areas:
- Audience Segmentation and Personalisation
- Dynamic Seasonal Showcases on Google Shopping
- Enhanced Visual Storytelling through Shopping Ads
- Utilisation of Smart Bidding Strategies
- Monitoring and Continued Optimisation
RESULTS
Our partnership with Blackwell’s Wines & Spirits has been highly successful. Over just 3 months, the LION Digital team generated a 115% increase in product revenue through customer journey flows and email campaigns within Klaviyo.
Blackwell’s Wines & Spirits experienced unprecedented success in terms of conversions and financial gains during this period. Notably, their return on ad spend (ROAS) saw significant improvement, indicating a more efficient and effective utilisation of advertising resources.
This suggests that the strategies implemented, including the comprehensive email lifecycle strategy and the SEM initiatives, not only drove increased sales but also optimised the brand’s advertising investment, leading to enhanced profitability and overall business performance.
115%
Increase in
Email Channel Revenue
205%
Increase in
Google Ads Revenue
10.8X
ROAS
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