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Raptor Ridge Flight Club<br />The winery owners wanted to:<br /><ul><li> stay in touch with members’ changing needs
 get customer insights for informed decision-making
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Eis innovations-5 darren lancaster-group vine

  1. 1. Raptor Ridge Flight Club<br />The winery owners wanted to:<br /><ul><li> stay in touch with members’ changing needs
  2. 2. get customer insights for informed decision-making
  3. 3. ensure communications are on-target
  4. 4. extend f2f customer energy at the winery to email</li></ul>The old way<br />Interactive Email<br />“I didn’t know if my audience ever even read what I wrote.”<br />Annie Shull<br />Raptor Ridge Winery Owner<br />darren@groupvine.com | @thecommunityguy<br />
  5. 5. Results with Interactive Email<br /><ul><li>22% overall response rate, 45% of opens responded
  6. 6. averaging over 50% open rate
  7. 7. surprise result has inspired new product & campaign</li></ul>Were there any surprises in what you learned?<br />“Yes, we knew our members appreciated our vineyard designates, but what wasnews to uswas how much they like our Cuvees, and the reasons why. This lead to an immediate validation for a marketing shift we were already contemplating, anda new product was born.<br />Annie Shull<br />Raptor Ridge Winery Owner<br />darren@groupvine.com | @thecommunityguy<br />

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