K&L Wine Merchants toasts new e-mail service

Share this article:
K&L Wine Merchants toasts new e-mail service
K&L Wine Merchants toasts new e-mail service

Online wine retailer K&L Wine Merchants has tapped e-mail marketing services firm StrongMail Systems Inc. in a move to increase its white listing and more easily manage its program.

After using an in-house service that was often black listed and another provider that charged a per-message fee, K&L turned to StrongMail to accommodate its growing customer list. 

“E-mail marketing is a big part of the strategy for our site,” said Brian Zucker, co-owner and CTO of K&L Wine Merchants. “It was tough to manage on our own or on a per-message basis, so we decided to go with StrongMail.”

With the StrongMail platform, K&L has access to campaign management functionality and reporting tools. The integration with StrongMail took about a week, and K&L was up and running earlier this month.

The wine retailer sends e-mails to customers based on personal profiles on what kinds of wines they prefer. All recipients have opted in to receive e-mails on the homepage, where personal wine taste profiles can be created. Zucker would not disclose how many customers are on its list but did say that they send e-mails daily depending on the product.

“We always have to determine how many e-mails to send, because our products are not limitless,” Zucker added. “We have a new wine with only 500 cases made and so we have to determine who would probably respond to this wine and not oversend e-mails.”

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Email Marketing

Message Systems Networks for Better Deliverability

Message Systems Networks for Better Deliverability

The Adaptive Email Network automatically adjusts users' emails to changes in bounce codes and traffic based on the real-time activity of other users in the system.

Six Must-Know Steps for Creating Dynamic Email Content

Six Must-Know Steps for Creating Dynamic Email Content ...

The definition of dynamic email content is changing--what marketers need to know.

Moosejaw Hikes Into Shopping Cart Abandonment Territory

Moosejaw Hikes Into Shopping Cart Abandonment Territory

Determining the right content and number of emails to send can be rugged terrain.