VinterActive says cheers to e-mail marketing

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Wine industry direct marketing firm VinterActive tapped e-mail marketing service provider Listrak to send e-mail campaigns to its clients' e-mail lists.

VinterActive, Windsor, CA, powers e-commerce Web sites for more than 30 wineries around the country such as Clos Pegase, Kendall Jackson and White Oak and is using e-mail to reach out to its customers' databases.

Each e-mail campaign sent by Listrak, Lititz, PA, is targeted to a specific customer preference, such as location, previous purchases or favorite products. In addition, VinterActive's site lets consumers visit tasting rooms, join wine clubs and buy online from its various wine retailer clients.

VinterActive has an average of 30 percent open rates and 15 percent click through rates. In addition, the firm found that targeted e-mail campaigns have a response rate that is 250 percent higher than general e-mail blast campaigns.

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