Notes on Personalized Email Marketing for Wineries
Introduction
- Focus on creating more human-to-human connections through email personalization.
- Importance of personalization in marketing campaigns.
Understanding Personalization vs. Segmentation
- Segmentation: Creating core messaging for different subsets of your audience.
- Personalization: Making each email unique and meaningful to individual subscribers.
- Both strategies aim to strengthen the connection with the audience.
- Personalization provides a greater sense of value and engagement.
Importance of Personalization
- Statistics on Personalization:
- 72% of consumers engage with personalized content.
- 52% of consumers may go elsewhere if emails lack personalization.
- Personalized calls to action result in a 22% better conversion rate.
- 76% increase in email revenue from personalized and segmented campaigns.
Steps to Personalize Winery Emails
1. Acknowledge Subscribers by Name
- Use names to create a personal connection (Dale Carnegie reference).
- Avoid errors with default or auto-generated names.
2. Use Product Blocks
- Populate emails with products relevant to the customer’s shopping habits.
- Commerce 7 Users: Utilize Digimatic to connect customer information to MailChimp or CIO.
3. Highlight Loyalty Points
- Show customers their loyalty points to encourage more purchases.
- Use it to increase order volume or convey value for points.
4. Personalize by Location
- Use geographical data (ZIP code, city) to make content relevant.
5. Use Important Dates
- Highlight the date of wine club sign-ups or last purchases.
- Adds specificity that captures attention and encourages retention.
6. Highlight Purchase Volume
- Showcase the number of purchases or potential savings as a wine club member.
Action Steps for Winery Owners
- Reflect on potential personalization tactics.
- Select three ideas to implement in upcoming campaigns.
- Track results and share successes.
Conclusion
- Encourage subscription to the Email Maven YouTube Channel.
- Emphasize the power of personalized email marketing to increase wine sales online.
Personal Note: Emphasized creativity in email marketing, making it both effective and engaging.