Page 21 - Sonoma County Gazette Janaury 2019

MARKETING cont’d from page 20
Picture yourself talking to an individual customer, one that you like and has been buying from you for a long time. What would you tell them in a one-on-one conversation?
In addition to sending out emails with offers or upcoming sales/events/etc. Send an email questionnaire to your customers asking what you can do to better serve them.
Email Questionnaires
Consider sending out these questionnaire emails once every three months to different groups of customers, asking questions that are relevant to the type of customer they are (those who visit regularly, those who purchase at events or those who purchase online.
You may also sort them by how much money they spend annually, and, of course, whether they are rewards members.
Keep the questionnaire short - 3 questions at most.
Think about what would be helpful to know about these groups
Call To Action
Finally, every email should include a call to action that will keep customers clicking to the next part of the process. Make it easy for them to buy and remember that most people who purchase online discard their cart when they realize they have to pay for shipping.
Let me know how your
emails are working for you.
Email Elizabeth at inshortmarketing.com.
Elizabeth Slater is internationally recognized within the wine industry as a seminar and workshop leader, speaker and trainer. Specializing in all facets of direct marketing, including customer service, staff training, team building and more.
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