can I ask you a personal question how many subscribers are on your email list is it 5,000 1,000 257 every single one of those 257 subscribers is an individual human being with unique aspirations and motivations but too often as email marketers we're sending our campaigns to a list or for that segment instead of think about what might actually inspire action from the individual human beings who subscribe to our winery's email campaigns today's video will help you create more human to human connections by harnessing the power of personalization let's get [Music] personal welcome to the email maven's YouTube channel the place for Winery owners and marketing professionals who want to sell more wine online by sending better email campaigns I'm Erica Walter founder and CEO of email mavens and today I'm just going to start by clearing up any potential confusion about the difference between personalization and segmentation I think it's pretty easy for us to almost like use the two interchangeably but they are not the same thing segmentation strategy helps you create different core messaging for the different subsets of your overall audience personalization makes each of those emails unique and different and meaningful to the individual subscriber on your list segmentation helps you create an email just for your six bottle wine club members that acknowledges their status and reinforces their benefits personalization helps you send an email that acknowledges that they've been a member since January of 2019 an email that is personalized with wines that they specifically have purchased from you in that time both help you create a deeper connection but one helps your individual subscriber feel far more valued and seen which is going to help them stay engaged with your email campaigns way longer we love a sexy stat around here at the email Maven so I'm about to Dazzle you with a few personalized email section stats 72% of consumers exclusively engage with personalized messaging according to smarter HQ when an email lacks personalization 52% of customers are willing to go spend their money someplace else according to active Trail personalized calls to action give you a remarkable 22% better conversion rate when compared against the default or standard calls to action according to HubSpot and this one's the doozy of the doozies marketers report an incredible 76% increase in email revenue from just adopting personalized and segmented email campaigns this stat is according to campaign monitor wo those are some sexy stats am I right but now what are you going to do with all of this information I'm about to tell you how to Leverage The Power of personalization at your Winery step one acknowledge them by name I think it was Dale Carnegie who said there is no sweeter sound in the English language than the sound of our name so use that make your emails sound so sweet baby this is easy it's obvious and it's hard to get wrong but you can get it wrong beware the guest customer or Visa card holder that sometimes get autop populated when you create a new profile in your point of sale and also Beware of the default sort of autofill where it'll like populate the first name with all caps you don't want people thinking you're yelling at them when you include their first name most email service providers will actually let you format the first name field in title case if you use the proper personalization tags so do a little bit of research don't yell at your customers and make sure that you have something that's on brand as a fallback just in case you don't have the first name another way to personalize your email campaigns is by using product blocks if your email service provider is connected to your point of sale you have the ability to populate your email campaigns with top selling products based on overall online sales activity or prodct that might be relevant to your customer based on their unique shopping habits does all of this sound like impossible like it might require a magic wand to achieve well listen up my friends if you are watching this and you are a Commerce 7 user you got to get digimatic I like to call it digim magic digimatic automatically connects your customer information to your email service provider assuming that you're using MailChimp or CIO but it also connects purchase information and your overall store all the things that make the product blocks I've been talking about even more relevant run don't walk or whatever the internet equivalent of running is and sign up for digimatic it's in the apps and extensions of your Commerce 7 backends do it right now if you're a Commerce 7 Winery I will wait another way to personalize your Winer email campaigns is with loyalty if you're using a loyalty Plugin or add-on with your point of sale do not sleep on this one populate your email campaign with a banner across the top that shows your customer how many loyalty points they have this is a great way to inspire increased overall volume for their orders because they're like I got loyalty points to use I'm going just keep racking those up or I'm going to trade those in for something of value to me you can also personalize your email campaigns with Loc ation this is really easy if you have ZIP code or a city on file for your subscriber to just plug in where your customer is located it makes things super relevant kind of pequs the curiosity if you have a subject line that's like current weather in Wala Wala calls for Ros you know your girl Erica is going to open that email this one might be a pretty obvious one but too few wineries are using it specifically so I'm going to say it anyway you can personalize your email campaign by date that's right using when somebody signed up for your wine club and actually calling out the date in your email campaign or saying how many days it's been since they signed up for your email list shoot even the number of days it's been since their last purchase this type of specificity is so unique it captures the brain inspires action and increases retention we love retention we love it we love retention the final kind of personalization I want you to consider for your Winery is using the number or the volume of your customers purchases you can Inspire membership by highlighting the number of times they've bought wine from you in the last six months hey you made three purchases from us you might as well be a wine club member and enjoy X Y and Z benefits or this might be a little Next Level and maybe requires a little bit of mathematics but you could show them how much money they could have saved if they were a wine club member with you on those three purchases and that is super specific that's a dollar amount that I have basically given away and I want to recover by becoming a wine club member with you your Winery I'm I'm signing up if you tell me I could have saved $147 or more so now I have a question for you what am I missing probably a lot because every single one of your 257 subscribers is a unique snowflake with wonderful levels of information and motivation and aspirations that I cannot even possibly Divine at this present moment remember I'm not a fortune teller but the concepts you learned today are an excellent starting point take the next 10 minutes grab a piece of paper and a pen and I want you to jot down as many ideas as you can based on the personalization tactics I shared with you today for things you could do at your your Winery to create a more tailored experience for your wine enthusiasts then Circle or highlight or put a star or a heart next to your favorite three ideas and commit to trying them on your next three email campaigns but don't just try them track your results and come back here to share your successes in the comments we are all about taking action at the email Maven so be an action Taker and share your results with us in the future if you loved this content it would personally mean so much to me if you would subscribe to the email Maven YouTube channel and share our Channel with your Winery business bestie the email mavens believe that every Winery can sell more wine online by using effective email strategies so the more wineries that know about this the better spread the word and until next week keep pressing send on your next best more personalized email we never know what words are going to come out of my mouth we'll find out I was trying not to choke on spit that whole time I couldn't tell boom that's exactly what I needed you to say JD I'm on fire that needs very specific love and aee aetion aetion is ATT attention and affection making a word baby it's a word aetion what am I I am an email marketing Maven and monitor [Music]