How the von Winning Winery Generates Measurably Higher Revenue with CleverReach
For long-standing businesses and local players, email marketing is one of the best ways to build direct customer loyalty. In this case study, learn how the renowned Weingut von Winning uses CleverReach to regularly engage its target audience through newsletters and achieve measurable sales results.
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ViticultureIndustry
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Shopware 6System
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MonthlySending frequency
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since 2020CleverReach customer
Why did the Weingut von Winning Winery Choose CleverReach?
In the wake of the COVID-19 pandemic, the Weingut von Winning purposefully expanded its online store and, as part of this effort, also launched a strategic email marketing campaign. Following a recommendation from a marketing agency and an in-house testing phase, the decision for the right email marketing solution clearly fell on CleverReach.
The deciding factors in choosing CleverReach were the tool’s high level of user-friendliness and the intuitive usability of the editor. For the small marketing team at Weingut von Winning, it was really important to be able to make professional and visually appealing newsletters on their own—without getting help from an outside agency—and to customize them flexibly.
The CleverReach integration with Shopware 6 also ensures data exchange between the existing online store and the email marketing tool.
The Strategic Approach: Curated Content and Fixed Sending Times
The winery’s marketing strategy relies on a combination of digital channels for acquiring new customers—such as Google and social media ads—and long-term customer retention through a quarterly print newsletter and email marketing. The core target audience consists of discerning wine connoisseurs between the ages of 30 and 65. In addition to wine sales, this long-established company also operates the Leopold restaurant and an event venue.
To reach these target groups most effectively, von Winning deliberately avoids flooding inboxes and focusing solely on sales in its email marketing. Instead, the team relies on a clear editorial concept that includes a regular, monthly main newsletter.
The Successes of Weingut von Winning with CleverReach
30% average open rate
1% unsubscribe rate
Sales spikes following newsletter sends
Best Practices in Action: Timing, Value, and Flexible Planning
1. Interest-Based Subscription: Segmentation Right from the Start of the Newsletter
For von Winning, the first and most important step toward successfully engaging customers begins right at the newsletter sign-up page in the online store. To build a clean database from the start, prospective customers can actively select their personal interests during the sign-up process.
Recipients check the boxes on the sign-up form for the topics that truly interest them—whether it’s the wine shop, the in-house restaurant Leopold, or exclusive events. These interests are automatically stored as tags for each recipient in CleverReach. Through this smart approach, the marketing team lays the foundation for targeted recipient segmentation. In the future, contacts can be reached even more individually with content that precisely matches their interests. The result: maximum relevance in customers’ inboxes and a strong, lasting connection to the entire Winning brand.
2. Get Your Favorite Newsletter at Just the Right Time on Friday Evening
In email marketing, there is no one-size-fits-all optimal sending time. The secret to success lies in having a precise understanding of your target audience and their daily lives. Weingut von Winning takes a deliberately target-audience-specific approach when sending out its monthly newsletter, always sending it at the same time —at 7:00 p.m. on the last Friday of the month.
On Friday evenings, the target audience is at home, relaxing and getting in the mood for the weekend—and is, so to speak, already in a “wine mood.” In this relaxed weekend atmosphere, people are much more willing to take the time to read the newsletter and select high-quality bottles of wine.
With high-quality content and offers, von Winning can position itself as the recipients’ favorite newsletter in their inboxes. von Winning regularly receives direct feedback that recipients are already expecting the newsletter on Friday evenings and look forward to it. For this reason, a higher sending frequency is planned for the future.
3. Quality Over Bargain Hunting: Boosting Sales With Curated Wine Packages
For the Weingut von Winning Winery, the value of its own premium brand is a top priority. To avoid creating false expectations among its discerning clientele through discounts, the winery focuses on exclusive, curated wine packages at attractive special prices. This organically increases the average order value in the online store while preserving the premium character of the product lineup. The bundles are specifically promoted via the newsletter and linked to relevant content, such as background information on viticulture.
The newsletter’s design also reinforces the brand’s premium positioning. The diverse elements and flexible design options in CleverReach’s drag-and-drop editor allow the von Winning team to create appealing newsletters that align with the brand’s corporate design and meet its high design standards.
4. A Flexible Editorial Schedule with Real Added Value
A successful newsletter thrives on relevant content and insights. In viticulture, nature and craftsmanship often set the pace, not the calendar. The von Winning marketing team therefore works with a rough editorial calendar for the entire year but deliberately keeps it flexible. Content planning depends heavily on product availability and close coordination with the cellar master.
The editorial calendar provides structure and facilitates the preparation of the monthly newsletter. At the same time, spontaneous ideas and flexibility allow for timely content and authentic insights into the winery’s work.
3 CleverReach Features That Weingut von Winning Likes Best
Outlook: von Winning Wants to Further Professionalize and Expand Email Marketing With CleverReach
Given the high performance of email marketing and its excellent measurability, von Winning would like to further expand and professionalize its email marketing efforts in collaboration with CleverReach.
To further refine its customer outreach, the marketing team plans to implement more detailed segmentation of recipients. In the future, subscribers will be segmented very precisely based on their individual interests—whether in the traditional winery, the on-site restaurant, or exclusive events—and will receive tailored content.
Since the email campaigns have been shown to lead to immediate increases in sales in the online store, the frequency of mailings will also be strategically increased. The tried-and-true maxim “preferred emails instead of mass mailings” will continue to apply: The frequency will be carefully balanced to ensure that open rates remain just as high.
Another major lever for professionalization lies in the area of marketing automation, which the team has not yet implemented. Automated workflows save valuable time in day-to-day marketing and reach customers in an even more targeted manner at the perfect moment.
About von Winning
The origins of the Deidesheim-based von Winning Winery date back to 1849. This was followed by a history steeped in tradition under the Deinhard family, Leopold von Winning, and entrepreneur Achim Niederberger. With the official return to the historic name “von Winning” under the new leadership of Stephan Attmann in 2008, the winery continued its consistent focus on quality. Today, the winery is a state-of-the-art model operation: The number of permanent employees has grown to over 60 in recent years. In addition to producing top-quality wines, the company has also operated its own restaurant and an exclusive event venue since 2015, housed in the meticulously renovated historic farm buildings.
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