How Wineries Use SMS to Build Customer Loyalty
Increasing consumer loyalty by 5% can increase profitability by 25% or more. It’s no secret that return customers buy more over time, future purchases can be up to 10X the value of their first purchase. “It costs $75.00 to $150.00 to acquire a customer outside of the winery using e-commerce,” says Paul Mabray, CEO of data analytics company Emery. “That’s a lot of money to recover over time.” Another benefit of loyal customers is they will recommend your winery to their friends.
SMS (texting) is one of the most effective ways for businesses to interact with customers. Text messages have an open rate of 98%, are read in 2 minutes, and have a 45% response rate. Over 8 trillion text messages are sent every day worldwide. A majority of Americans text to stay in touch with friends, family, and colleagues. In the US 78% of consumers say receiving a text is the quickest way to reach them. Text is clearly mainstream across all demographics and ages.
Make Your Text Messages Conversational
Conversational style text messaging builds the business to consumer relationship, compelling customers to keep coming back to buy from you. Here’s an example; Hi it’s Susan from ABC Winery bring a friend the next time you visit us and enjoy a complimentary tasting. Your messages should be written in a way that represents your brand and values while building loyal customers.
A well-crafted personalized message will give you the return you’re looking for.
Seven Tips on Getting Your Customers Attention
- If you don’t already have one start a texting program. There are many services available that are cost-effective and easy to use.
- Sign-up your existing customers first.
- Promote your events, your Wine Club, and specials.
- Encourage new sign-ups.
- Incent them to sign-up.
- Be consistent in the way you communicate.
- Find what works and continually improve. Pole your customers to see what they want and expect.
Going Forward
In this very competitive industry bolstering your marketing outreach, promoting your brand, and increasing consumer loyalty is more critical than ever before. With little planning, an opt-in strategy, and creating message content, texting is easy to add to your existing marketing strategy. Done right you’ll be pleasantly surprised with the results.
Add conservational texting to your 2020 marketing goals.
