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

Engagement: The Secret Ingredient to a Tasty Marketing Campaign

Engagement: The Secret Ingredient to a Tasty Marketing ...

Organic yogurt company Stonyfield says it's discovered the right recipe for an enthralling digital campaign.

8 Email Marketing Myths Debunked

8 Email Marketing Myths Debunked

Our experts set the record straight.

How to Craft Engaging Emails

How to Craft Engaging Emails

Pushing past the inbox clutter and noise may not be as tough as some marketers may think.