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In The Winery
quickest way to segment your database is through
GRAPHIC DESIGN geography. For instance, target people in a cer-
tain area for events, or shipping offers based on
That Makes You
weather. When they joined the mailing list, they
STAND OUT felt a connection. Your customers expect account-
ability, integrity, and accuracy. Geolocation seg-
mentation offers many benefits beyond email
the winery and the wines to those who may not
• Print or Digital Ads campaigns. “Taking the winery on the road” brings
make it back to your tasting room. Your winery
• Brochures & Flyer’s can develop relationships with retailers or have
• Postcard Mailers Wine Club members host a tasting at their home
• Tasting Room Posters in a key market.
• Label & Package Design #5: Page Views: Where do your website visitors
• Logo’s spend most of their time? By analyzing your page
views, you can better understand what your visi-
• Trade Show Backdrops, tors are looking for and even segment content to
Banners, Posters & Signs them. Are they looking for the hours your tasting
room is open? The send them tasting room infor-
BRICKER GRAPHIC DESIGN mation. Are they looking at the gift set page? Send
805 Central Ave., Suite 304 • Fort Dodge, IA 50501
Toll Free: 877-892-5332 them a vertical package offer. One of the easiest
Jeff@brickerpublishing.com segmented communications in this group is to
target a resend to people who opened an email
and went to the landing page of the product for
sale but didn’t buy. These retargeted communi-
cations might be just the reminder they needed
to complete the purchase. Whatever messaging
you choose to play with, when you tie your email
segmentation to website visits, these insights to
create more relevant content for your emails.
#6: Purchase Cycle: Understanding the pur-
chase and repurchase cycle of different groups
of customers is invaluable. It allows you to build
customer behavior profiles and each profile type
will respond to different email approaches. If a
customer has just signed up for your mailing list,
they will want an introduction to who you are and
what you offer. A case or library magnum offer
is not for this group who are just getting to know
you. What you want to do with customers early in
their life cycle with you is reduce barrier to trial,
so give them single or double bottle offers with
your best-selling wines. Save the big purchases for
when they become loyal members (and then seg-
ment on their past purchases – see below). With
the purchase cycle in mind, you can tailor email
content and timing based on customer behavior,
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