Let’s cut right to it. There’s a single reason you should consider your receipt emails a powerful marketing tool. Your customers engage with them.
Traditionally, email receipts have been limited to e-commerce sales, but with the power of POS, this is beginning to change and could be a huge advantage for your winery. A study by Conversio found that on average these emails have an open rate of 70.90% vs 17.19% for normal emails. They also have triple the engagement rate and customers spent nearly double the time reading them compared to other emails. So really, there’s no question that you should consider these receipts the chance to engage with your customers again. They’re right there. The question is how can you do it?
The power of recommendations is incredible. Research in 2017 found that 26% of revenue for e-commerce sites was due to recommendations. Doesn’t sound that impressive? Consider that website visits due to recommendations were only 7%.
How is it possible that a channel that drives less than a tenth of your traffic drives over a quarter of your profit? Simple – people who were recommended products spent more time on the site, returned more frequently and had a higher average order size.
Bonus idea: With POS, you can make these recommendations even more powerful by creating recommendations based on a customer’s individual purchase history.
Offer a Discount
Discounts in the wine industry are a complicated matter. Whether or not you agree with it, the fact is, discounting works. In fact 93% of people use discounts they receive in emails and it makes sense. But how can you offer a discount in a way that minimises any long-term damage to your brand? You can play it smart.
Consider how many times you’ve been shopping online and looked at the final total of your order only to take a few items out because it was too much money. What would happen if after completing your order, you got a 10% discount code in your email receipt? Would you go back and buy those other items you were thinking about? Chances are you would.
Now, of course, we recommend that this is a time limited offer, encouraging customers to increase their spend when you know they are in the mood for spending money. But used right, this can be remarkably effective.
Bonus idea: Instead of simply providing a discount, consider starting a referral program where customers need to recommend your wines to friends to access the cheaper prices.
Get Social and Ask for Feedback
Ask to stay in touch! Whether it’s asking customers to sign up to your newsletter or to follow you on social media, including a callout for this in your email may be the first step to a lasting relationship.
You can also use this email to make sure you’re doing a good job. Whether it’s a quick survey or even a call for that all important Trip Advisor or Google review, why not ask? If these customers have bought from you, chances are they have something good to say and so many people are willing to share that if they think they can help others.
Bonus idea: Go a step further and ask them to review individual wines they liked on your website. These in turn may help new customers dive in and make that first purchase.
Promote Your Wine Club
Wine clubs are the number one way a winery can guarantee repeat sales from a customer, so why not include the benefits of being a member as well as instructions on how people can sign up? Customers may have been unwilling to sign up in your location because you were their first stop or they wanted to see what else was available. By including this in your email, you get a second chance and by making it easy, some people may take you up on that offer.
Bonus idea: Consider putting in a special offer to sign up to your wine club, where customers who have purchased a case of wine are eligible for a credit on their first wine club purchase if they sign up in 48 hours.
So are you convinced yet? We’ve got one last fact for you. The same Conversio study found that every receipt you send earns $0.25 in revenue (and that’s without taking into receipts that include discount offers.) So how many sales do you make a day in your cellar door and how much money have you missed out on this week?