sort by

DTC Wine Symposium - CRM Demystified

Jan 18, 2011   |   Andrew Kamphuis Recommended for:   Marketing, Ecommerce, Tasting Room & Hospitality
Crm Crm

Here are the slides and an overview of my 7-10 minute presentation at DTC Wine Symposium on CRM Demystified.  It was great to be a panelist along with Bronwyn Ney from Hall Wines and Susan Hanshaw from Innerarchitect.  Also thanks to Mary-Colleen Tinney for organizing everything.

My particular piece was on customer segmentation.

DTC Segmentation

View more presentations from Andrew Kamphuis.

crm.jpg

Slide #1 - Intro

Slide #2 - Segmentation

  • You capture names on your website and in your tasting room - you build your mailing list (hopefully you're not using a rolodex but some CRM software)
  • You know you get the best results when you send email regularly so you schedule your campaigns
  • But do you segment your lists?

Slide #3 - Why Segment?

  • Not all contacts are equal. You don't treat your family and friends the same. You don't treat your acquaintances the same. Why treat your contacts all the same?

Slide #4 - Why Segment?

There are a lot of reasons to segment, here are 3:

  1. Your response rate increases.
  2. You build deeper connections
  3. Untargeted email is spam  (not spam in the CAN SPAM legal sense of the word - but spam as in unwanted meat sense of the word)

Slide #5 - How Do Enterprises Segment?

Enterprises segment on RFM. Recency, Frequency, and Monetary Value. 

Recency - when was the last time this customer purchased?
Frequency - how often does this customer purchase?
Monetary Value - how much does this customer purchase?

Slide #6 - CaseStudy: WineTasting.com

A/B test from winetasting.com on a recent email targeting 'inactive' segement of their customers. (Inactive being customers who have not purchase in one year or more)

  • 13,722 received same email as Active Segment
  • 13,722 received custom tailored "Miss You" message

Slide #7-8 - CaseStudy: WineTasting.com

Custom tailored message outperformed regular message

  • Click thrus were 4.59% vs 0.68% (6.75 X greater)
  • 9X more orders
  • 28X more $$
  • 1/2 as many unsubscribers

Slide #9-11 - How can you segment your list?

  • Customer Type - Prospect vs FirstTime Purchaser vs Repeat Purchase vs Club Member
  • Active vs Non-Active Customer
  • Location - Local vs Out-of-Town Visitor

Slide #12 - Key To Success

Don't just segment your list, but custom tailor the message to specific target audience.

Slide #13 - Thanks

Special thanks to WineTasting.com and Kristina Palko for letting us use this case study.

~~

If you heard my talk, I would love your feedback.  Either shoot me an email or leave it in the comments below.

Find more resources from this category.

Outshinery Club Wine Directpost Header
You’ve Got A Wine Club. How Do You Take It To The Next Level?

Wine Clubs offer strong recurring revenue which is why 75 percent of wineries have one. Here are some great strategies you can implement to help you achieve wine club success.

Wine Club, Marketing, Tasting Room & Hospitality

Facebook News Feed Changes What It Means For Wineries 751X450
Facebook Newsfeed Armageddon and What It Means For Your Winery

What Facebook's changes mean for your winery and what you should do about it.

Marketing

Dtc Wine Symposium Blog 751X450
5 Takeaways from the DTC Wine Symposium

It was another great year at the DTC Wine Symposium. Here are our team's top 5 takeaways!

Wine Club, Marketing, Ecommerce, Industry News