Email Marketing 80/20 Rule
Meet WineTastingAuthority.com
We have selected to use our client WineTastingAuthority.com for this example of applying the 80/20 rule being 80% content and 20% promotion.
Wine Tasting Authority is known with their customers as the source for limited addition and extremely hard to obtain wines from the California wine producing region and by some customers accounts this store owner is known as the authority and the go to guy for California wines with his rich wine industry knowledge, connections and history.
Know your customers
Like our wine authority knows which customers like red or white, cabernets, merlots, zinfandels, pinot noirs or chardonnays and he knows how much a customer is willing to spend he knows to keep his customers separated into groups in his email marketing service account contact section by what they enjoy and buy regularly so when he sends out offers he knows how to get the correct message to the correct group resulting in a higher sales rate.
This type of marketing is called targeted marketing and he does this through a simple data base software he has set up through his point of sale service right at the cash register and tied to his online shopping cart system that places based on the customers purchase type and price threshold so when he uploads his newest contacts into his Viper Mailer contact section in his account they are placed into the group that best fits the customers potential future purchase.
Know why customers buy from you
Your customers did not just buy or continue to buy from you because you are you, perhaps they read in you that you have a passion in what you do they see this, they hear this so they want to be a part of this. This is called building trust, gaining respect and building on loyalty.
Notice that the Wine Tasting Authority is an authority on California wines and he is trusted by his customers to provide them not just the ability to acquire some hard to get wines but because he uses his email marketing campaign to educate his customers and this is known as empowering the customer with the knowledge to make good conversation with their own friends and family.
The Wine Tasting Authority has been educating his customers and they are learning how to make their own decisions on what to buy and what is best for their wine tastes. This is why the customers come back and even welcome the Wine Tasting Authorities informative email messages so they can grow their own personal knowledge on California wines.
This is called the 80/20 rule of marketing and this really works and it is easy to apply to any product or service and the end result, it generates the greatest (ROI) Return on Investment results.
Simply put you send out a single page email message with 80% information like in the Wine Tasting Authority case might discuss a vintage year, write about the vineyard, perhaps the expert grower and even some tasters explaining that this years grape growth might not repeat for several years like we have just bottled.
This informative information is usually targeted on the subject matter, see you are providing knowledge to the customer so that they may consider buying into the story and this is where the 20% of your message is about promotion and “Call to Action” as the provider of the solution to the customers challenge like in this case it is to offer the customer the opportunity to buy this rare grape yielding year for their own future tasting.
Talking the talk
What the 80% part of our 80/20 message does is create a platform where you are educating the customer and sending the message that you are the authority on it and this 80% truly drives the sale which your 20% promotion is there in the message to take care of.
Provide a reason to buy and now
When you write your message applying the 80/20 rule you have created a reason for the customer to buy from you by explaining in the Wine Tasting Authority case that this years grapes might not repeat in this sweeter taste for years to come making several things happen at one time.
You have educated the customer on one of their favorite types of California wine and you have expressed urgency to place an order because these are going to sell out and that through your 20% part of the rule you have shared how many bottles of this wine you have or have reserved just for your loyal customers creating the Call to Action.
Email Marketing Education Center
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