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Why You Should Use Personalisation in Your Marketing

May 13, 2019

When you think of personalisation in marketing, what do you think of? Is it including your customer’s name in the email or sending them a birthday message? If so, we’ve got some bad news for you.

Years ago, these small touches of personalisation were enough to drive engagement with your customers. But recent research found that only 8% of customers would be interested in emails using their first names and 7% said the same of a birthday email.

Customers  now expect truly individual experiences from brands. From different homepages based on the weather to location segmented campaigns and or even just changing the sent name on emails, personalisation in marketing is all about understanding your customers and being able to offer them value. In turn, it allows companies to collect data that can be used to increase conversion rates and grow sales.

Want to hear more about why smart wineries are adopting marketing personalisation? Read on.

Your customers want it

The reality is that without customers, you have no business and one of the most important reasons to use personalisation is to keep your customers happy.

Consider your own life for a minute. When did you purchase something from your Amazon recommendations? Find a movie to watch on Netflix? Listen to your Spotify Discover Playlist? These are all examples of big companies using personalisation in a way that benefits you as an individual. You were looking to buy an item or going to watch a movie or wanting to listen to music and you have been delivered something tailored, using the previous information a company knows about you.

This is what your customers want in all of their interactions.

Think about your most recent email campaign. Who did you send it to? What content did you include? Did you change any of the content based on what you know about your customers? Our guess is that you didn’t.

Now ask yourself these questions. How many people on your database purchase only red wine? How many people have purchased your Shiraz? Or your Pinot Noir?

While this is a simple example, it’s one that shows off personalisation clearly. These people are all different customers and they would all benefit from different marketing messages.

Your customers are willing to share their data to get it

Marketing personalisation only works when you understand your customers and what they want. But customers value this individual experience so much, they’re willing to part with their data to get it.

Research from SalesForce found that 57% of consumers are willing to share personal data in exchange for personalised offers or discounts. Similarly, 52% would share personal data in exchange for product recommendations, and 53% would do the same for personalised shopping experiences.

But why do you want this data? It’s simple. Data can help you make smarter decisions, not just about the customers who gave it to you, but your future ones as well. Go back to our questions about your database from before. When you look into your customers who have bought your Shiraz, you find that the majority of them have also bought your Cabernet Sauvignon. Doesn’t it make sense that if in the future you recommend your Cabernet to anyone who buys a bottle of your Shiraz and vice versa? Of course it does.

It can help grow long-term relationships with customers

Wineries have an incredible opportunity to create long-term customer relationships. Generally speaking, your customers are dedicated and interested in your product and they need to keep purchasing on a regular basis. But they’re not going to if you don’t give them what they want.

Using personalisation in marketing shows your customers that you’re a brand that understands them and this promotes loyalty and engagement.

Again, back to our example. If you send an email to customers who have only ever purchased red wine saying you have a sale on white wine, you are highly unlikely to be successful. These customers have showed you they’re not interested in this product. You’ve wasted time and perhaps even made your customers question their feelings towards your winery.

But what if you send this email to people who have only purchased white wine? They’ve shown their interest and you are much more likely to drive sales. Plus, by giving them what they want, you’re also more likely to promote loyalty.

It can make you more money

This shouldn’t be a surprise, but it turns out that giving your customers what they want has benefits for you too.

A study found that 88% of marketers who introduced personalisation saw a measurable increase in results. Not only that, but more than half of these companies saw improvements of over 10% with these campaigns.

One of the reasons is that personalisation can increase your average order size. A study found that nearly 50% of customers bought something they didn’t intend to buy because it was recommended to them and 40% of customers report they bought something more expensive than their planned purchase.

The same study also revealed another benefit of personalisation. 44% of customers said they were more likely to buy again after a personalised experience. If you’re looking to increase your number of repeat sales, this might be a good way to start.

Simple changes can have a huge impact.

One of the best things about adopting marketing personalisation is that small changes can have a dramatic impact across a variety of areas. 

  1. Do you want more people to open your emails? Personalisation can improve your open rates by 29% and can drive up click rates by 41%.
  2. Do you want to increase your the number of orders and their value? OneSpot found that personalisation could increase order value by 5% while also improving conversion rates by 6%.
  3. Do you want to provide a better customer experience and get more people visiting you? EverGage found that 61% of companies said personalisation improved their customer experience, which in turn led to 57% of this group increasing their visitor numbers.

Getting started

Convinced that personalisation for the right move for your winery? Use some of these segmentation options and campaign ideas o get started:

  • Past purchases – looking to get rid of old stock? Email the people who have bought it before
  • First time buyers – send them a thank you and give them some more information about who you are
  • Recent cellar door visitors – also send them a thank you and direct them to your website for future purchases
  • Location based – have an event coming up in a certain city? Send the information to only those people who live near by
  • Lapsed buyers – send them a timed discount to encourage another purchase

Can’t get a hold of this data? You need WithWine. We have a CRM built especially to help wineries drive direct sales.

Want to understand your customers better?

Look at the customer journey in a new way in our latest e-Book. Explore how emotions can drive direct wine sales and get practical tips to get started now.

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