Page 9 - Grapevine March-April 2020

In The Winery

increasing your likelihood of conversion.
BIG WINERY TOOLS FOR
#7 Past Purchases: By analyzing what your differ- SMALL WINERY BUDGETS
ent groups of customers are buying, you build an
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understanding of what products interest them and VinNOW is a complete, integrated, winery soft-
what products don’t. This allows you to create tar- ware solution! One program using one database.
®
VinNOW lives on your computer not in the cloud.
get segments for each product type and only send
information or offers about products you know will Unlimited FREE Live Support & Training
interest them, increasingly your likelihood of secur- Easy to Use Features:
ing a sale. Additionally, it signals to the customer • Wine Club
that you care about their preferences and are not • Point of Sale
sending them emails about products they would • Customer Management with History
never buy. • Credit Card Processing
• Shipping & Compliance
• Inventory Management
For instance, imagine you decide to send a special • Extensive Reporting
offer email on a new vintage of a particular wine. If • Marketing & Email Campaigns
a group of your loyal repeat customers have never • QuickBooks Integration
• E-commerce
purchased that varietal, why would they care? New • Bulk Wine & Custom Crush Module
members will appreciate the email and may make Also Available
a purchase because they’re trying new things, but VinNOW increases
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most consumers show you through purchase action productivity & helps
what they’re interested in. Send them too many wineries grow their
emails that don’t apply and they’ll ignore it or, business.
worse yet, mark it as spam or unsubscribe. www.vinnow.com

Implementing These Strategies

Don’t try to tackle all these segmentation strat-
egies at once. It’s more valuable to master one of
these strategies before developing the next one
than it is to fumble with implementing all of them
at once. Baby-steps count. Start with one idea with
a goal to try out a new segmentation each month.
Then you’ll see what your database responds pos-
itively to, and you can play more in the areas that
resonate. The single most important thing is to at
least try segmentation in all your campaigns. Doing
so will undoubtedly increase your success rates and
metrics for your ongoing email marketing.

Susan DeMatei, Nathan Chambers and Gaynor
Strachan Chun work for WineGlass Marketing, a
full-service direct marketing firm operating within
the wine industry in Napa, California.

www.wineglassmarketing.com

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