Page 65 - Grapevine Jan-Feb 2020

Marketing & Innovation

Learn to walk: Take your email list segmentation
beyond Wine Club and Non-Club into purchase
history. To do this, divide your list into first-time
buyers, repeat buyers, and non-buyers/prospects.
Then, for every campaign, tailor the message for
each. For first-time purchasers give them easy
second purchase options similar to their first, for
repeat buyers offer them volume or shipping dis-
counts, and for prospects, tell them a little more
about yourself and offer a trial package.

Learn to run: Combine the two. First, set up ongo-
ing automated campaigns (called “drip” campaigns)
that remind people they’ve left items in their cart,
or that they haven’t logged in to rate or buy a
product, or to thank them for an order. Then, take
a look at your campaigns in 2020 and brainstorm
how you can segment them by purchase or other
behavior.

CUSTOMIZED LANDING PAGES

Sending personalized communications to custom-
ers that include a call to action should take them
to a page on your website that corresponds to the page and only include the wines in the email with a
offer in your email. Keeping the customer journey header and the offer.
with our brands consistent is a key component in
lowering attrition and increasing sales. Learn to walk: For your social campaigns, try a
separate landing page with introductory copy about
This requires creating a page template within your your winery and why they should sign up for your
website that can be easily duplicated and modi- mailing list or like/follow your winery.
fied by changing the title, image, or copy to match
your outbound communication. This enforces the Learn to run: In addition to emails and social
personalized offer and brand consistency with your media, consider custom landing pages for most
customers, while providing a clear path to pur- initiatives such as pouring events, coupon redemp-
chase. tion, Google Ads, and print.

Brand consistency is the pattern of expression GET TO KNOW YOUR LOYAL CUSTOMERS
that affects what people think about your compa-
ny. The more consistent your messaging, the more A loyal customer is one that makes repeat pur-
consistent your branding — whether via words, chases rather than switching to a competitor. A
design, offerings, or perspective. Your brand should loyal customer will be more likely to purchase addi-
build awareness and develop trust and loyalty with tional products and recommend your brand.
customers.
Without digging too deeply into your data, a few
Start Crawling: For those emails discussing sev- key metrics can help identify your most loyal cus-
eral wines, rather than dumping the clicks at the tomers. High average order value, buying frequen-
top of the store page, set up a customized landing cy, and last purchase date is what you will need to

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