This article focuses on common Customer Queries - and suggested marketing efforts based on the results
In this Article
- CUSTOMER QUERY BASICS - New to Customer Queries? Start here - VIDEO
- Members with Expired or Expiring Cards
Customer Query Basics
New to Customer Queries? Start here!
Query #1: High Lifetime Value Customers who are Non-Club Members
What this Query shows
- Customers who have spent over $1000
- AND Not current active Club Members
Why should you consider targeting this segment?
- These Customers clearly enjoy your wine. It's time to encourage Club Membership!
What marketing could you consider?
- As an enticement to join, you may want to temporarily grant them access to Club benefits like Discounts and complimentary tastings. Learn about Discounts here.
Here are the Conditions to choose:
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Query #2: Customer Birth Month or Day
What this Query shows
- Customers with an October birthday (obviously you can choose any month)
Why should you consider targeting this segment?
- This is a personal way to show your Customer that you're thinking about them - it makes them feel good and connected to your brand.
What marketing could you consider?
- Try offering a 'HAPPYBIRTHDAY' Coupon Code for a special birthday Discount or complimentary tasting.
- Add a Personalization to your website so that when they log in, they'll see a personalized birthday message. Learn about Personalizations here.
Query #3: First Order in X Month
What this Query shows
- Customers who placed their first Order in October (or any month of your choosing)
Why should you consider targeting this segment?
- Encourage these first-time purchasers to purchase again
What marketing could you consider?
- Why not send them a one-time use Coupon Code to encourage these Customers to re-order.
- Add a Cart Carrot to your website so that when they log in, they'll see a personalized message and/or incentive to purchase. Learn about Cart Carrots here.
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Query #4: Subscribers without a purchase
What this Query shows
- Customers who are already subscribed to your Mailing List
- AND they've never made a purchase
Why should you consider targeting this segment?
- These Subscribers may still be evaluating your offerings and feeling hesitant to make their first purchase
What marketing could you consider?
- You should focus on addressing their concerns and providing reassurance. Share your brand's story with to create connection. Offer up a Coupon Code with a time limit. This should prompt them to take action.
Query #5: Purchased on POS but never online
What this Query shows
- Customers who have purchased in the Tasting Room
- AND have never purchased online
Why should you consider targeting this segment?
- The objective should be to encourage them to make online purchases.
What marketing could you consider?
- One effective strategy is to provide them with a link to your Magic Link page, where they can easily create a login. Additionally, offering them Coupon Codes for Free Shipping can help alleviate any concerns they may have about ordering online. Learn about the Magic Link here and learn about Coupon Codes here.
Query #6: Regular customers who have stopped ordering recently
What this Query shows
- Customers who have spent over $1000
- AND have not purchase in the past year
Why should you consider targeting this segment?
- These customers clearly enjoy your wine. This presents a great opportunity to offer them Club Membership.
What marketing could you consider?
- Encourage them back with Coupon Codes or shipping incentives
- Create a Welcome Back email campaign that includes the Coupon Code you created.
Learn about Coupons to Campaigns here.
Query #7: Customers who purchased specific SKUs
What this Query shows
- Customers who have purchased a specific SKU.
Why should you consider targeting this segment?
- Knowing that your Customers like a particular SKU enables you to personalize (and therefore upsell) during their shopping experience.
What marketing could you consider?
- Create a Personalization with a Collection that includes their preferred varietal. That way, they will be enticed to purchase. Learn more about Personalizations here.
Query #8: Members with Expired or Expiring Cards
What this Query shows
- Active Club Members who have an expired card - or whose card is expiring this month.
