Program Management
At Dry Farm Wines, a powerhouse ecommerce company with a small team, program management is a strategic cross functional role bridging marketing, creative, and operations. A central function was to own all consumer-facing messaging, wield marketing insights and campaigns to learn more about consumer behavior, and adjust product offerings and buying strategy in response.
Among many facets of this role, email marketing was an extremely important revenue and insight generating tool.
Consumer Messaging & Product Positioning
As part of an all-inclusive brand overhaul, Dry Farm Wines realized a need to respond to consumer insights data gathered through thorough user testing and strategic email marketing research. In moving away from their reliance on frequent and repetitive “special release” promotional offers that were seeing drooping performance, the marketing team influenced leadership to create a completely new high-level product strategy focused on gaining memberships and boosting CLV.
This new strategy necessitated reimagining their wine sourcing and buying program entirely to build a marketing-driven sales strategy catering specifically to consumer desires established through responses to targeted offers and content.
Consumer Messaging Program Example // Comprehensive Campaign Strategy Overhaul
Results:
Developed an entirely new approach to promos and campaigns that reflected a high level business shift toward membership incentivization, creation of customer loyalty program and recognition, and premium brand positioning.
Created clear segments based on customer journey and CLTV
Targeted special offers according to customer journey
Improved email engagement rates by 160%
Developed comprehensive analytics process and dashboard with regular lookbacks and learnings
Developed style templates for different campaign buckets, and a design rubric for each segment
Key initiatives:
Launch new audience segmentation programs
Test continuously: subject lines, CTAs, copy, creative, design, cadence, segments, messaging, offers
Create cohesive content marketing strategy
Adjust buying in response to customer interests to reduce over and under sourcing during serious supply chain crunches
Improve messaging and education to align expectations and improve satisfaction
Create better, more targeted offers with higher conversion rates
Reduce rate of returned product through better targeted buying