<< VinterActive Cultivates Customer Relationships for Wineries using Listrak Email Marketing
How it Works
VinterActive founder Bryan St. Amant has built a service that complements wineries perfectly by using what is already in place and expanding it for use online. Most wineries that work with VinterActive already have several important marketing pieces in place – such as branding, customer lists, and marketing collateral. VinterActive takes these items and creates custom websites with their SecureWineShop™ software that has the winery’s brand and corporate identity on the front end and VinterActive’s flexible Ecommerce technology on the back end. VinterActive’s securely hosted online shopping cart may also integrate with a winery’s existing website. SecureWineShop offers powerful marketing tools, such as upsell capabilities during the check out process and PreferencePro, their privately labeled Listrak email marketing software product. These tools allow VinterActive to achieve its goal of enhancing the customer experience.
Because PreferencePro has all of Listrak’s capabilities, VinterActive can capture and store customer information and an unlimited amount of preferences. The information may be manually captured at a tasting bar and later entered into the system, or it may be directly captured online through in-store kiosks. Users may also sign up on the wineries’ websites during the online sales process.
This information allows VinterActive to send highly customized email campaigns that drive business to the websites. Not only do the emails have the name of the recipient in the subject line, but the email bodies are also individualized with information such as product preferences, locations, and even unique user IDs and passwords, which automatically fill in the customers’ account information if they click through to the website. The emails may also be sent based on preferences such as shopping habits and membership status.
The email recipients are thrilled with this service. They receive friendly, personalized communications from their favorite wineries informing them on specials, new products, and events. Because the emails are generated based on their preferences, they only receive information that they find interesting. All of this helps VinterActive achieve its goal of increasing customer satisfaction and loyalty.
“One of the reasons we picked Listrak,” says St. Amant, “is because they offer the most preference applications for a low price. With us, it’s all about user preference. If the initial email matches the customer's preferences, and each consecutive email matches their preferences, open and read rates will stay strong for the long haul. If the content is not what customers are interested in, they won't be as inclined to open the next message you send them.”
