Yes, marketing emails were thought to be waning as an effective tool, but it is still the most targeted and cost-effective (effective being the key word) way to engage your customers.
- Using Time Sensitive Promos
This one is old school, but forgotten by most. A good time-sensitive promotion is exactly what it sounds like: it’s a sale, event ticket deadline, etc. that is made with urgent messaging and an appeal to the short time window of the offer or event.
These time-sensitive email messages have proof of their effectiveness – just look at Black Friday and Cyber Monday emails. Both sales are extremely time-limited and drive demand. Although great pricing doesn’t hurt, you can get those different times of the year too.
Be careful though – when your customers hear from you and they see the same “for a limited time only,” they’ve seen many times before, it makes it less effective. With that being said, make sure you are selective when you use this kind of promotion. It’s okay to mark up your prices and have time-sensitive promotions, but be genuine and don’t wear them out with frequency. Tread lightly, as consumers are not naive.
Technology has made this one much easier, as long as you have a good marketing team or some special software. Personalization involves more than just saying “Hello John Smith.” To use personalization to its full effect, you’ll want to target your customers by segment too. Consider a “Wine Club Members Only” blast or maybe people who signed up for your newsletter in a certain time frame, or all of the above.
Another way to segment your customers is by wine preferences – reds vs. white, sweet vs dry. You can also segment by their location or demographics, even purchase habits which you should have in your CRM programming.
If you want to move the sales needle up, you should be using a retargeting strategy. Marketing Brix can help you with this strategy of course.
- Fear of Loss
A little Nuero-Marketing goes a long way here (FYI: we are big fans of Neuro-Marketing concepts). Basic economics teaches us that when supply decreases for desired products, demand increases, most of the time, a lot. This is not a new concept of course – ask hotels and airlines or even a local bakery.
The king of this model is probably Amazon though. When you see “only 2 left” at checkout, you’re seeing the fear of loss model in all its glory. If you have a limited supply of a wine variety available, let them know, and see what happens!
Try sending an email announcing your limited supply with a headline like “Only 15 cases left of our award-winning cabernet” and watch those last few fly out of the winery. Don’t forget to include a similar wine(s) too, so that when you do sell out, customers will have access to other wines that can satisfy their urge to buy something from you.
- Response or Transactional Email
These are actually engaged by your customer’s interaction with your website or email.
Let’s say they just ordered wine from you, reserved a table, or updated their payment information for your Wine Club. Send them an email while the iron is HOT! For example, say that the customer signs up for your email list – send them an automatic “Thank You” email with a 20% off code for their first purchase or Wine Club promotion.
Because transactional emails are initiated by your consumer action, they typically get awesome open and click rates vs. other marketing emails. Take advantage of these for cross-selling opportunities as they hit your inbox.
Bonus Tip: Use great images, graphics, and design in your email marketing. The more professional and appealing look and feel of your e-blast, the higher your success rate for a positive re-action and action for your business.