Boosting J Vineyards’ bottom line
Sonoma County based J Vineyards and Winery had a longstanding direct-to-consumer email program that was no longer resonating with its audience because of an outdated look and feel. The program was in need of a fresh approach, one that would show off the elegance of J’s award winning wines, inspire new sales, and help set the brand apart.
DoubleKnown created clean, modern designs for J’s email program with a more editorial, magazine-like feel. A stronger cadence of content and an element of seasonality were introduced as well, with offers and copy crafted around the flavor profiles and pairings people tend to seek out at specific times of the year.
The new approach worked. Email clickthrough rates increased dramatically and unsubscribe rates dropped. J Vineyards netted a 137% year-over-year revenue increase in direct to consumer revenue while decreasing its customer acquisition costs. The new email program was also part of a series of changes that helped to attract a prestigious new buyer, E&J Gallo, to the winery, a longstanding goal for J’s owner.