Page 7 - Grapevine March-April 2020

In The Winery

information card, or made a purchase and shipped
bottles home; they either asked or were aware
they’d be added to the mailing list and are hoping
for special offers, events, or other news. This is a
transaction of trust. As a payback for their trust in
you, customers expect to get something of value
back, on a reliable basis, and not so often that it
adds to their in-box clutter. If the only thing you
offer them is random, or generic, you violate that
trust.

But where do you start? Here are 7 effective ways
to segment your email list and leverage other data
to increase your email ROI.

#1: Demographics: The simplest way to segment
your list is by demographics. Age, gender, job title,
native language, etc. These traits, individually or
combined, can help you understand what products
or offers they are more likely to be interested in.

#2: Survey Results: People like being asked what
they want and need. Rather than overloading your
opt-in function, use your list to conduct surveys.
This way you can create a more complete picture
of your target audience. Ask about interests, needs,
why they chose your brand.

You can then use your survey results to segment
by interest, sending content that is relevant to the
different interest groups. Maybe you have a group
of customers who love recipes and like to cook.
Target them with an email about a new wine and
include a food and wine pairing recipe element.
This will greatly increase your rate of engage-
ment with this customer segment. The more they
engage, the more likely they are to keep an eye out
for further emails. Repeating that engagement until
it becomes a regular habit.

#3: Sending Frequency: Nobody likes their email
box to be overloaded, even if the emails they are
receiving might be relevant to them. Understanding
the optimal cadence for your emails can be diffi-
cult. Use your email engagement data to under-
stand the best frequency. The ideal frequency may
also vary by segment.

#4: Geolocation Segmentation: The easiest and

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