Customer Relationship Management and Effective Email Marketing-2015 Wine Tourism Conference

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Presented by:
Daniel Bishofberger
Customer Relationship Management (CRM)
And Effective Email Marketing
November 20th, 2015
2015 Wine Tourism Conference

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Presentation Available in
Digital Format

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• Currently Director of Sales at Chatterbox Wine
Marketing Services-VinoVisit
• B.S. Business Administration, Sonoma State
University Wine Business Strategies
• Previously 4 years DTC Sales & Marketing at Artesa
Winery in Napa Valley, Grupo Cordoniu
• Previously 4 years as Sales Manager for eWinery
Solutions-VA, Early Mtn, RdV, Grace Estates, Tarara,
Greenhill Vineyards, & more…
• Lover of all things food, wine, & travel
• Passionate about direct to consumer wine marketing
• Just got married!!!
Who am I and Why am I here?

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TIME TO LEARN
ABOUT YOUVirginia Wineries? Outside?
Restaurants?
Hotels?
Consultants?
Accountants?
CRM SYSTEMS? Vin65, eWinery, AMS, OrderPort, VineSpring, VinNow, WineWare, WineWeb, Vintegrate,
Nexternal, MicroWorks, Microsoft Products, SalesForce, and beyond…

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Where are We Going Today?
• Look at the historical perspective of DTC, CRM, and email marketing
• Dive in to customer relationship management (CRM)
• Explore data acquisition strategies around email
• Discuss technology issues and best practices in email marketing
• Discuss email marketing as part of an omni-channel marketing strategy

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QUESTION FOR THE DAY:

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QUESTION FOR THE DAY:
How do we sell a 3-dimensional
story in a 2-dimensional world?

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THE TRUTH IS, ITS HARD. VERY HARD.
It is hard to capture the essence of your brand online. This is everyone’s
challenge.
Visitors are exposed to a number of stimuli that help frame their experience at
your winery. They breathe fresh warm air that blows across the valley floor as
they enjoy expansive views, marvel at architectural details, and soak in the
overall ambiance of your tasting room during their visit. All of these things help
engage and interest them.

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Tell your story + tell it well

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It’s Not Only Me…….
“Marketing is no longer about the stuff
you make, but the stories you tell.”
Seth Godin
Best Selling Author, Entrepreneur and Marketer

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And Even More………
“ The notion of connecting a luxury
wine brand with its wider digital and
cultural ecosystem is now a matter
of survival.”
Ron Scharman
Wine Consumer Advocate

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The Past, Present, and Future of
Wine DTC

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The evolution from early 2000’s to present day, personal computing has changed 10 fold.
What’s changed? Bigger, More Complex Sites
2003
2015
2007
iPhone

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THE WEB HAS BEEN GROWING FASTER THAN STORES….
27%
25% 24%
20%
3% 2%
16% 15% 16% 17%
15%
6% 5% 5%
3%
0%
-3%
2%
4% 4% 4% 4%
-5%
0%
5%
10%
15%
20%
25%
30%
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Annual growth rate 2004-2014* eCommerce versus retail spending
Growth in e-commerce Growth in non-e-commerce retail
*Source: U.S. Commerce Dept., Internet Retailer
Note: All other retail sales excludes auto dealers, gasoline stations and fuel dealers, and restaurants and bars.

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MORE PC’S GATHER DUST
*Source: U.S. Commerce Dept., Internet Retailer
44%
11%
45%
Percentage of time on retail web sites
Smartphone
Tablet
PC

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MY PHONE IS MY LIFE
NOT MOBILE-ONLY, BUT MOBILE-FIRST

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THINGS TO WATCH: MILLENNIALS
 The crowd is here
 Comfort level with mobile
transactions
 Ease of purchasing
 Millennials
 Growing FAST!
 HENRY (High Earnings, Not
Rich Yet)

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THINGS TO WATCH PERIOD

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It’s All About the Customer:
Omni-Channel Marketing

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Omni-Channel Marketing
Transforming the
customer
journey
across all channels

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DTC Best Practice: 360 Degree Customer View
eCommerce
Wine Club
Allocations
Tasting Room
Recipe Engine
Social Media
(Social Commerce)
Mobile
Telesales (inbound &
outbound)
SMS (Text)
Email Marketing
Visitor
Reservations
Newsletter
Mobile POS
Search Engine
Optimization (SEO)
Fax
Winery
DTC/CRM
Ecosystem

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CRM
Customer Relationship Management

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CRM – Customer Relationship Management
Simply put, CRM is putting customers at the heart of a business.
Today it is more important than ever to build better relationships
with customers as, in this day and age of social media, they now
talk to ???? people at a time. They have a megaphone, making it
easier for positive and negative messages to spread fast and wide.
With the support of technology, the goal of CRM is to have a 360-
degree view of the customer which will enable you to improve the
quality and satisfaction of each customer interaction and maximize
the profitability of customer relationships... a win/win for both the
business and customers.

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Whether a customer buys wine in your tasting room, or on
your website, their information flows to one central
location.
Tangible benefits:
 Full purchase history in one system
 Segmenting customers for marketing
 Customer can access their profile online
 Access customer information from anywhere
 One central customer record shared across
multiple systems
Tasting
room
Wine club
Website
Customer
Relationship
Loyalty: One Customer, One Database

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360 Degree View of Your Customer
Information about your members collected at each touch point outside your
website should be attached to the member profile record, creating a complete
view of your customer.

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Filter and Segment Data
• CRM tools filter and segment data &
should be available at the tasting
room, or anywhere you are
accessing a customer record.
• The first step to understanding how
to market and sell to your customers
and prospects is to first build custom
fields to segment by preferences,
buying habits and behaviors.
• Filtering tools are used to create
custom marketing lists so that the
right message is delivered to the
right customer at the right time.

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Email List Segmentation
• Content is Primary
• Segmentation comes next
– Varietal preferences
(Special offer on Reds)
– Locals (Come to our next
event)
– Order history (We’ve
missed you)
– Club join date (One year
anniversary together)
– Credit card set to expire
(Update your profile)

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Know Thy Customer
What kind of relationship
do you want to build with
your target audience?

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What’s New? Social CRM

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Customer Acquisition
• Wine club signup
– Most traditional tasting room business model
• Newsletter signup form-Reciprocity!! Chatterbox Holiday Guide example
– Critical best practices – Let’s discuss
• Email Campaigns
– Critical best practices – Let’s discuss
• Telesales
– With click-to-call email digital campaign – Let’s discuss
• Direct Mail, Catalog
– Can still be effective; can drive ecommerce conversions
• Social media, events, other

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Newsletter Best Practices – Make It Easy!
1 - 5
1. Your registration form should request the user’s email and as little else
as possible.
2. Present the opportunity to sign up on every page on your site, and in
the same spot.
3. Try to show an actual sign-up form on each page instead of just a link.
4. A one-time pop-up requesting visitors to sign up is okay.
5. Include a link to your Privacy Policy as close to the form as possible.

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Newsletter Best Practices – Make It Easy!
6 - 10
6. Include an example of what your customers are signing up for.
7. Present a clear confirmation after your customer signs up.
8. Wait until AFTER the initial sign-up to ask more detailed questions.
9. Send an email confirming the user’s registration.
10. Consider a discount code for a future purchase in the
Confirmation Email.

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Newsletter Signups - Good

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Acknowledge and Reward

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Newsletter Signup – Or Make It Hard
If you want someone to sign up for your newsletter,
make it easy.
Do not:
1. Hide your newsletter link
2. Ask for huge amounts of information
3. Demand more information after the user submitted what was asked for.
4. Force customers to enter all their information all over again if they
make a mistake in one particular field
5. Forget about thanking them for subscribing

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Newsletter Signups - Not So Good

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Customer Acquisition
• Wine club signup
– Most traditional tasting room business model – Let’s discuss
• Newsletter signup form
– Critical best practices – Let’s discuss
• Email Campaigns
– Critical best practices – Let’s discuss-Deliverability
• Telesales
– With click-to-call email digital campaign – Let’s discuss
• Direct Mail, Catalog
– Can still be effective; can drive ecommerce conversions
• Social media, events, other

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The Self-Fulfilling Prophesy of
Fear Marketing:
Please Cancel Me From Your
Ecosystem

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Email Marketing for Success

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Email Still Rules
EMAIL MARKETING ROI
According to Exact Target and HubSpot:
• Companies view email marketing as a better return on
investment than PPC, content marketing, social media, offline
direct marketing, affiliate marketing, online display advertising,
and mobile marketing.
• Email Marketing has an ROI of 4,300% (Based on marginal cost)
• 66% of in-house marketers rate email as having “excellent” or
“good” ROI

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How Money is Spent vs. ROI

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Sent
Delivered
Opened
Clicked
Product Views
Cart Additions
Checkouts
Orders
Revenue
Units
The power of browse

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Volume versus conversion
Wine
Club
Red
White
Cart Abandonment
• Low volume
• High conversion
Browse & Process Abandonment
• High volume
• Lower conversion
{
{

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Managing the Output – SilverPop Stats
Program Open Rate Conversion Rate
Broadcast 18.1% 1.6%
Purchase Confirm -- 2.4%
Welcome 34.4% 1.4%
Browse Remarket 41.8% 2.2%
Cart Abandon 27.9% 23.1%
SKU Notify -- 23.9%

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Email Marketing
1 - 5
"Think of how you can make the user love your emails rather than
how to land in the Inbox."
• Know your audience
• Find Out What Subscribers Want and Honor and Deliver on That
• Mitigate Deliverability Risks by Delivering Value Not Just Email
• Have a clear value proposition for subscribers and customers
• Don’t just batch and blast – segment your list and use preference
based marketing data

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Email Marketing
6 - 10
"Think of how you can make the user love your emails rather than how to land
in the Inbox."
• Test different types of content and promos to see what generates the best
engagement rates, and look beyond opens and clicks to measure success –
spam complaints, unsubscribes, etc.
• Think responsibly, and responsively – emails must be mobile optimized
• Test your promos carefully before blasting away
• Use designated landing pages or send customers to relevant product pages
• Use an email marketing platform that guarantees high deliverability rates-be
careful with winery native platforms for sending emails…

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+ Social Media Marketing

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+Social Media Marketing

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+Social Media Marketing

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+ Social Media Marketing
ReachMail 2015

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The Changing of the Guard and
What It Means for You

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• Largest Web-based email service in the world
• Has become the standard bearer for ad supported,
consumer email services.
• Currently has more than 600 Million users worldwide.*
• Adding more than 1 Million new users per week.*
• 66% of Gmail users open their email on a mobile device. **
• One Billion people have downloaded the Gmail Android App
as of 2014.***
* Quora 2015
**Mashable 2014
***Digital Trends 2014
Gmail Achieves World Domination

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The New World of Gmail

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• Clean your data
• Send out test emails first to an email address at major ISP’s
• Use “Content Dialysis” software to check your content for
spam inducing results. Ex. Content Detective
• Stop using the word “Free”, all caps, colored fonts, etc.
• Try sending text format emails vs. HTML.
• Go light on imagery, links, and heavy content.
• Drip your emails, and break down your large lists
• Provide a clear unsubscribe list
So What Do I Do Now?

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How Money is Spent vs. ROI

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Cart Abandonment Pit Stop

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It’s All About Retargeting

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What is Cart Abandonment?
“Shopping cart abandonment — when shoppers
put items in their online shopping carts, but then
leave before completing the purchase — is the
bane of the online retail industry, and that
includes the wine industry.”
BusinessInsider.com

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Why Should I Care?

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Here’s Why
• Approximately $4 Trillion worth of merchandise will be abandoned
in online shopping carts this year..
• This equates to approximately 68% of all shopping cart
transactions
• 63% of these are potentially recoverable, according to BI
Intelligence.
• Shopping cart abandonment will continue to increase as more
consumers shift to online and mobile shopping.
BusinessInsider.com

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And Really Why
• An abandoned cart does not automatically translate to a “lost sale”.
• Three-fourths of shoppers who abandon shopping carts say they plan
to return to the retailer’s website or store to make a purchase.
• Initial emails, sent 3 hours after a consumer abandons a cart,
average a 40% open rate, and 20% click through, according to
Listrak.
• You can expect up to a 20% recovery rate on abandoned carts with a
well executed retargeting program
BusinessInsider.com

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VWO Ecommerce Survey 2014
Reasons for Cart Abandonment

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Cart Abandonment
• Regusci Winery Example- eWinery Bill.
• $100/mo. = $5,000+

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What Should I Do
About It?

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Talk to Your
eCommerce Provider

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Shopping Cart Recovery Tips
• Strike fast – 50% of carts are typically recovered in the first few hours after
abandonment.
• Produce a series – typically 3 emails over a 7 day period.
• Stage your incentives for returning – increase the discount or other
incentives through the series of emails.
• Segment and test different creative, subject lines, offers, calls to action, and
messaging to see what works best.
• Appreciate the value of an email address – no recovery possible without it.

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Converting visitors
• Wine club signup
– Most traditional tasting room business model Newsletter signup form
– Critical best practices –
• Email Campaigns
– Critical best practices – Let’s discuss
• Telesales
– With click-to-call email digital campaign – Let’s discuss
• Direct Mail, Catalog
– Can still be effective; can drive ecommerce conversions
• Social media, events, other

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Let
the Consumer
Decide
Email and Omni-channel Marketing

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Email
+
Relationship-Based Telesales
+
?
?
Click – To – Call Email

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Click – To – Call Email

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Click – To – Call

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Click – To – Call

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A Click to Call email is a mobile
optimized email announcement
for a winery telesales
campaign. The object is to
allow the consumer to simply
call or email their interest to
purchase.
What is Click- to - Email?

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Clear Calls to Action

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• Consumers receive hundreds
of emails a day, mostly read
on a mobile device.
• Click to Call emails are
optimized for all mobile
devices.
Optimized for Mobile

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• Each email personalized to address
the winery customer.
• Focused Call to Action - “Call Us” or
click to email us is emphasized for
greater conversion rates, upsell, and
best user experience.
Personalized

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It’s apples and oranges
“CLICK TO CALL”
VS.
TRADITIONAL EMAIL MARKETING

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• Mobile optimized with clear call to action “Call Us”.
• One Touch – User clicks phone number and it instantly
dials.
• Lean: Limited text and imagery.
• Content “above the fold”.
• No landing page or driver to the cart.
• Sales captured through inbound phone calls.
The “Click-to-Call” Difference

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• Omni-channel - Customer has two ways to
order wine.
• Quick and flexible engagement to a specific
offering.
• Soft sell that finds lost revenue in your
customer database.
• Highly targeted for outbound telesales to
customers who have clicked on/opened your
email campaign or announcement.
• Allows for profitable upsell beyond initial offer
Quick Engagement

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A-B Testing

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Additional Omni-Channel Components
• Add direct mail with the same offer at the beginning of
telesales and email campaign.
• Add buy button with link to landing page and campaign
shopping cart.
• Tie in social media marketing for campaign on Facebook
and Twitter – link to call or email.

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How To Define Success
• “Click to Call” broadens winery outreach and contact rate
beyond telesales giving a large return on a telesales
campaign.
• More contacts, engagements and sales, plus upsell.
• Appending your data will clean up bad email and telephone contacts
and return valid emails and phone numbers.
• Drive More Wine Sales!

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FINAL THOUGHTS

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The Heart of the Matter
AT THE CORE OF DIGITAL RETENTION:
CONSUMERS CAN LEAVE YOUR BRAND
FOR
SOMEONE ELSE.
ALWAYS REMIND CUSTOMERS WHY THEY
FELL IN LOVE WITH YOU
IN THE FIRST PLACE

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Hopefully It Starts With:
“You had me at hello…….”

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And Delighting Customers
Make
Me
Feel
Special

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Contact Info
Daniel Bishofberger
Chatterbox/VinoVisit
Daniel@chatterboxwinemarketing.com
707-225-2704
Find Me on LinkedIn at http://bit.ly/215msY1