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Marketing & Innovation
Personalization is everywhere and we’re used restructure our entire marketing plan. Here are
to it and we like it – which makes the blanket, three simple things we can do today to improve the
non-personalized communications all the more bla- way we interact with our customers on a more per-
tantly lazy and unappealing. According to an online sonal level:
Epsilon survey of 1,000 consumers ages 18-64,
the appeal for personalization is high, with 80% of EMAIL LIST SEGMENTATION
respondents indicating they are more likely to do
business with a company if it offers personalized List segmentation is the quickest way to person-
experiences, and 90% indicating that they find per- alize messages to customers. It can be as simple as
sonalization appealing. creating an email for recent visitors to your tast-
ing room or website purchasers. Sending these
And, personalization does work. In multiple stud- customers, a thank you email 30-days after their
ies, personalized ads and emails are perceived as visit or purchase is a great way to personalize and
more engaging, educational, time-saving, and mem- engage with a follow-up offer. You can add a deep-
orable than mass advertising or emails. Experian er level of personalization if your email provider
reports personalized emails deliver 6x higher trans- gives you the ability to insert the customer’s first
action rates. And, with new affordable tools, there name in the body copy.
really isn’t an excuse for mass marketing anymore.
Additionally, each email can be more personal by
What this means is that we can no longer rely on modifying the subject line with the purchase loca-
mass, generic email blasts to our customers and tion, “Thank you for visiting our tasting room,” or
expect the returns we did in the past. Our buyers “Thank you or your online purchase.” Although this
are now empowered, and their expectations are may require two email sends, it refines the touch-
high in the messaging and advertising they receive. point and serves as a reminder of the customer
In the Age of the Customer, we need to be smarter experience.
about how we communicate.
Start Crawling: Set up some automatic emails like
The good thing is, this doesn’t require us to “abandon cart” and “thank you for visiting.”
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