Can I ask you a personal question?

How many subscribers are on your email list? Is it 5,000, 1,000, or 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 segment instead of thinking about what might actually inspire action from the individual human beings who subscribe to our winery’s email campaigns.

Today’s content will help you create more human-to-human connections by harnessing the power of personalization.

If you’re new here, welcome to the Email Maven’s blog! This is the place for winery owners and marketing professionals who want to sell more wine online by sending better email campaigns.

let’s get started!

Firstly, let’s clear up any potential confusion about the difference between personalization and segmentation. 

While it’s easy to use the two interchangeably, they are not the same thing. A segmentation strategy helps you create different core messaging for the different subsets of your overall audience. On the other hand, personalization makes each email unique, different, and meaningful to the individual subscriber on your list.

Segmentation helps you create an email just for your six-bottle wine club members, acknowledging their status and reinforcing their benefits. Personalization helps you send an email that acknowledges they’ve been a member since January of 2019, with wines they specifically purchased from you in that time. Both help you create a deeper connection, but personalization helps your individual subscriber feel far more valued and seen, which in turn, helps them stay engaged with your email campaigns way longer.

Now, let’s dive into some compelling stats.

According to Smarter HQ, 72% of consumers exclusively engage with personalized messaging. When an email lacks personalization, 52% of customers are willing to spend their money elsewhere, as stated by ActiveTrail. Personalized calls to action give you a remarkable 22% better conversion rate, according to HubSpot. And finally, marketers report an incredible 76% increase in email revenue from just adopting personalized and segmented email campaigns, as per Campaign Monitor.

With these stats in mind, it’s essential to leverage the power of personalization at your winery. 

Step one, acknowledge them by name. As Dale Carnegie said, “There is no sweeter sound in the English language than the sound of our name.” Use it to your advantage.

Another way to personalize your email campaigns is to use 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 products that might be relevant to your customer based on their unique shopping habits. If you’re a Commerce7 user, consider Digimatic, which automatically connects your customer information to your email service provider and purchase information.

Loyalty programs are another way to personalize your email campaigns. Populate your email campaign with a banner across the top that shows your customer how many loyalty points they have, inspiring increased overall volume for their orders.

You can also personalize your email campaigns with location, making things super relevant and piquing curiosity.

Personalizing your email campaign by date or the volume of your customer’s purchases can also be highly effective in inspiring action and increasing retention.

Every single one of your 257 subscribers is a unique snowflake with wonderful levels of information, motivation, and aspirations. The concepts you’ve learned today are an excellent starting point.

TAKE ACTION

Take the next 10 minutes to jot down as many ideas as you can based on the personalization tactics shared today for things you could do at your winery to create a more tailored experience for your wine enthusiasts.

Commit to trying your favorite three ideas on your next three email campaigns and track your results.

Share your successes with us on Instagram, Facebook, or LinkedIn. We want to hear from you!

Until next week, keep pressing send on your next best (more personalized) email.