On Target (Marketing that is)

Built a mailing list? Great. Now you can actually create multiple lists from this one. Perhaps people only want to receive emails about your Cabernet or your Chardonnay. You can target these customers so they receive fewer emails, but more important ones.
There’s nothing wrong with sending an email asking these questions.

Among the things you can ask are:

• Favorite varieties
• New Releases
• Special Events
• Library wines
• How often they want to receive email
Now you’re on your way to not only having a good list, but you are also starting to understand what is called target marketing.

Think of target marketing this way: If you buy books at Amazon.com, and every book you buy is about the Civil War, would you really want to receive an email from them announcing a sale on Harlequin Romance novels?

Didn’t think so. Targeted marketing is just that. Marketing targeted to the people who like what you are selling. And not what the customer has no interest in. If they only like Cabernet, and they keep getting white wine sales offers, they may ask to be removed from your mailing list.

But this does take more work, and if your list isn’t large yet (it will be soon, though), you don’t need to separate them in this way.

It is a good idea, though, to always have a separate email list for your wine club members. Wine club members like being treated as someone special. They are special. You may want to offer bigger deals for members, or perhaps wines available only to them. You can send just members an email or you can put the offer in a general email. If you send out one email to everyone, offer 20% off to everyone, and say club members will get 30% off. To do this you have to be sure your website is set up to recognize this by the email address, or by asking club members to log-in at the site first.

By the way, when you do send out emails, it’s a good idea to A/B test them first if you can, especially if you have a large list. A/B testing is merely a way of finding out which version of an email will better increase sales. For example, is it better to offer 20% off a wine or to offer free or reduced price shipping? Or a combination of both? For more information about A/B testing, see a previous blog post.

Another thing to keep in mind that email marketing used in conjunction with social media and blog posts can be very powerful. But that’s a topic for another day.


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