How Could a Winery Use Purchase History in Their Holiday Email Marketing Campaigns?
The holiday season is an exciting time of the year for wineries. Consumers are in full shopping mode, and eager to buy gifts for the special wine lovers in their lives. Email marketing is an excellent tool for boosting sales around this time, and can be used to do so in such a wide variety of ways. In this article, we will focus on how a winery can rely on purchase history to bolster their holiday campaigns.?
Target the Big Spenders
There are many ways to leverage purchase history in your holiday email marketing campaigns, and segmentation is at the heart of each of those strategies. A sound strategy for a winery would be to segment their list and target their messages based on the customers who spend the most. For instance, if you have a group of customers spending $200 or more on your products every month, you could separate them from your other list members and send them offers on more expensive wines that would make nice stocking stuffers or complement their holiday meal. These customers have been spending money with you all year, and with a good targeting strategy, you can convince them to spend even more during the holidays. ?
Accommodate Occasional Shoppers
Chances are, not everyone on your list is spending big money. You may have customers who make small purchases or only buy something every other month or so. Even when this is the case, you can still make an impact by targeting them differently than you would the big spenders.?Assuming that they do not have a lot of money to spend, you could send them exclusive sales offers or deep discounts on wines they may want to purchase for loved ones or treat themselves to. Devise a separate targeting strategy for these customers, and you will have an opportunity to boost your sales by getting them to increase their purchases.?
Get Specific
With the right e-commerce system and reporting tools, you should be able to match up your customers with the exact products they purchased from your wine shop. This knowledge can be used to tempt your audience with relevant wine recommendations. For example, if you notice that a certain customer recently purchased a bottle of 3 Blind Moose Merlot, you can send along a message offering the same product at a discounted price, or another type of red wine they may be interested in. The fact that they already purchased this item means there is a great chance they will again, especially if you provide a way for them to save a little money the next time around.?
Purchase history can be a very powerful weapon in the game of segmentation and targeting. With a soundly executed strategy, a winery can use it to their advantage and enjoy tremendous success with their holiday email marketing campaigns.
Target the Big Spenders
There are many ways to leverage purchase history in your holiday email marketing campaigns, and segmentation is at the heart of each of those strategies. A sound strategy for a winery would be to segment their list and target their messages based on the customers who spend the most. For instance, if you have a group of customers spending $200 or more on your products every month, you could separate them from your other list members and send them offers on more expensive wines that would make nice stocking stuffers or complement their holiday meal. These customers have been spending money with you all year, and with a good targeting strategy, you can convince them to spend even more during the holidays. ?
Accommodate Occasional Shoppers
Chances are, not everyone on your list is spending big money. You may have customers who make small purchases or only buy something every other month or so. Even when this is the case, you can still make an impact by targeting them differently than you would the big spenders.?Assuming that they do not have a lot of money to spend, you could send them exclusive sales offers or deep discounts on wines they may want to purchase for loved ones or treat themselves to. Devise a separate targeting strategy for these customers, and you will have an opportunity to boost your sales by getting them to increase their purchases.?
Get Specific
With the right e-commerce system and reporting tools, you should be able to match up your customers with the exact products they purchased from your wine shop. This knowledge can be used to tempt your audience with relevant wine recommendations. For example, if you notice that a certain customer recently purchased a bottle of 3 Blind Moose Merlot, you can send along a message offering the same product at a discounted price, or another type of red wine they may be interested in. The fact that they already purchased this item means there is a great chance they will again, especially if you provide a way for them to save a little money the next time around.?
Purchase history can be a very powerful weapon in the game of segmentation and targeting. With a soundly executed strategy, a winery can use it to their advantage and enjoy tremendous success with their holiday email marketing campaigns.