CRM/Customers - Filtering and Segmentation

0:00:01 Alright, there we go and we're up and running so Like I was saying mate. I think what we'll do is I wanted to go through Spend some time on the customer screen and go through all the filters on the customer screen uh just to give people so go through each of them and explain all the options in there 0:00:23 um and then sort of then uhm present some uhm ideas for how you might use these filters uhm with your marketing strategy marketing head on uhm so you know what you might what filter you might use for what marketing idea for example uhm. 0:00:41 When you say marketing idea you're talking about EDM, mail outs and other communications? Yeah, yeah uhm. Because you know the whole sort of you know you know how we say like with wine is a customer engagement platform uhm and it's about having uhm more and better excuses to engage with the customer 0:01:01 uhm in a way that's relevant with them. Uhm you know beyond just doing the blanket mail out uhm the blanket newsletter it's about sort of going okay well uhm you know you want to get hyper relevant uhm with segments of your database uhm at particular points in time uhm which is kind of you know it's 0:01:22 the whole point of it's the whole point of of collecting the data and so you know with WineCollects all this data now uhm I wanted to go through how you might use some of that data. 0:01:33 Uhm so I always. Encourage everyone just to whenever they see all these filters in with Wine because they're on most of the screens uhm just to click around and and see what each of them are and you know it's all pretty straightforward and and self-explanatory uhm but then as I say uhm then putting some 0:01:56 ideas for campaigns over the top of this is where things can get interesting uhm so let's just start on the customer screen and have a look at these one by one so uhm first of all the age filter so obviously uhm we can only filter uhm on age if we have the customers age in the database so basically if 0:02:22 they're purchased online or if they're they've joined a wine club we mandate the collection of their date of birth for legal reasons which means that we can uhm segment uhm based on age group so you know obviously you know that you know your data might show that older people prefer your reserve wines 0:02:43 or your museum wines, younger people might be uhm more inclined to go for some of the cheaper options or some of the more modern styles uhm so that's why we put that filter in there. 0:02:58 Can you, Rich, can you explain when you say mandate that the customer puts their date of birth in and then that the system's recognised it and it's saved? 0:03:10 Yeah, so you, so we have to verify that the customer's over 18 or over 21 in the U.S. for legal reasons. 0:03:20 So uhm, that's one thing about selling alcohol is that the customers have to give you some form of age. Uhm, uhm, some indication of their age, like they have to, uhm, which is a great, uh, great way to, to uhm, segment and re-engage with people based on their age. 0:03:41 One thing I've thought would be nice to do here is uhm, actually, you know, we've got the age brackets, 18-13, 31-40, et cetera, et cetera. 0:03:49 Something I've actually thought would be kind of cool to do is to add, uhm, additional filters to this for, you know, show me people on my database who are millennials, show me. 0:04:00 people who are Gen X, show me people who are boomers, uhm, so it's relatively simple for us to add, so I've, you know, that's just like a little idea that I thought would be cool to do, uhm, because, uhm. 0:04:16 And the H is also, uhm, inputted at point of sale when someone's, uhm, standing in the cellar door? Uhm, not for a standard order, but it is for wine club, uhm, so if they're joining a wine club in the cellar door, they have to put in their H. 0:04:32 Uhm, some people do ask for their H on, uhm, on a mailing list sign up, uhm, but, you know, you don't have to. 0:04:40 It's more when you're transacting alcohol that you have to do it. And actually, well, since we're talking about H, uhm, at least in Australia, uhm, you know how you go to a lot of websites and, a lot of winery websites and before you even pass go, it goes please put in your, please put in your birth 0:04:56 year, uhm, you don't have to do that, it's, legally, you don't have to do that, it's only when you're actually transacting, uhm, that you have to verify that the customer's over 18. 0:05:08 Now, I think to the rules, you know, NHSA's a little bit different but, I think you even, uhm, only need to, uhm, you potentially even only need to tick the box to say I'm over, I'm of legal age or, or have an age group but we actually ask for the date of birth because we want the data, uhm, so that 0:05:29 the customer, oh sorry, so that the wineries can re-engage, not just on their age but then this is where the birth date comes in. 0:05:35 Uhm. Because we don't want to know, yeah, like we don't want to know, uhm, that you're born in 1981, we want to know that you're born in March of 1981, uhm, or potentially even the 29th of March in 1981 because we want to re-engage every week we want to send an email out to people, uhm, show me people 0:05:57 whose birthday it is this week or this month or next month or whatever it is, uhm, so that then you might say, hey it's your birthday coming up now that you're going to be a lot of people in here with the 29th of March because my birthday is the 29th of March so everyone watching this knows when my birthday 0:06:16 is, hint hint, uhm, so uhm and my shipping address is, uhm, no so uhm. yeah so you might want to go, some people might want to do an email once a month, uhm on the you know on the 31st of March, you go show me people whose birthday it is next month being April, and you go hey everyone uhm your birthday 0:06:40 is coming up. up next month, uhm we wanted to give you a little birthday present in the form of some credit or what or some sort of deal or not, or you just want to send a note saying we just wanted to wish you a happy birthday, uhm you don't need to discount anything, just send a note. 0:06:56 Just send a nice email, hey your birthday's coming up, we thought we'd send you a note to say happy birthday, full stop, end of story, uhm, I'm actually personally really- I'd love it if a winery sent me a bottle of wine on my birthday and said happy birthday. 0:07:10 Well, I'm- I really, I think it's, you know, one of the problems with email is that sort of so many emails are like being sent like, you know, this email, you know, it's kind of like my end goal for sending this email. 0:07:28 Is to get you to give me money, uhm, and that's a hundred percent of emails are going out saying my goal with this email is for you to give me money. 0:07:37 It would be nice just every now and then to get an email to say my end goal with sending this email is to say. 0:07:44 Happy birthday, or thank you for coming, or thank you for being a customer and not wanting anything back in return, uhm. 0:07:54 But long story short, that's why we, that's why we actually want to collect the actual date of birth so that, uhm, Wineries can can do campaigns, or can re-engage with customers for their, you know, for their upcoming birthday. 0:08:06 Quick question then, uhm, the system automate, or can, can the system send an automated message on that person's birthday to them? 0:08:15 No, no. No, so we don't, we automate all the transaction emails like it's going out of style, uhm, we don't get into marketing automation for a couple of reasons, first of all there are platforms that already do it, so, you know, we integrate with MailChimp, so if you want to do all those automated campaigns 0:08:34 , you can do, you can use MailChimp to do it, uhm, but also, uhm, sort of philosophically, uhm, a, customers know when, you know, they know when an email is automated, they know when they're in a, they know when they're in a, uhm, uh, in a email sequence, and it just detracts from that, it just detracts 0:08:57 from it a little bit, like if, if, if I got, if I, if, if, if, if my. If my mates, if I got five automated text messages from my mates on my birthday, and I know they're automated, I know that my mates don't give a f*** about wishing me a happy birthday, uhm, and it just, it takes away from it. 0:09:20 So, when it comes to marketing I tend to think, no, you know, you wanna engage with your customers, you gotta put in the effort, uhm, to ah, to, you gotta have that, ah, put in the effort to make that relationship work. 0:09:34 Uhm. So, I'm not gonna question this. The email is going to a promotion tab or if they're sporadic, do they go into someone's actual inbox? 0:09:45 Cause I looked at my promotions box for the first time in Black Forever yesterday and I noticed. It was one particular retailer who remained nameless, that was, had been sending me two or three emails a day and I thought, oh my god, that's, that's a fuse, you know. 0:10:04 Thank god it's going to my promotions box, but anything else that, I might be slipping in there once or twice is obviously going to get ignored because I'm just going to delete all. 0:10:13 Yeah, so, I mean, all the email clients are a little bit different in how they handle this stuff. Um, I mean, it can be determined by the creepers. 0:10:24 The frequency of emails coming from that sender, it can be how much HTML is in the email. Um, it can be the fact that the email contains a hyperlinked word at the bottom saying unsubscribe. 0:10:39 Um. How many images are in the email? How many links to how many different web pages are in the email? 0:10:48 But basically the best way to increase the chances of not appearing in the promotions tab is to do See ya! 0:10:56 Less traditional marketing um in in in the emails um and by that I mean like keep it simple more text fewer pictures fewer links um Um, list. 0:11:12 It's words uh relating to sales um and funnily enough um I've noticed in my email obviously I get tons of emails in my promotions tab and you look at them and they're all you know you know yeah. 0:11:28 Email template template template template template and then you just go oh yeah you know and you just you just get desensitized to it. 0:11:34 But I have noticed um emails coming into my primary they're bypassing the bypassing the um the. the filter and they're just free text and they look like they come from someone I know and you read it and then you find out it's not someone I know but it's it's um it's. 0:12:00 Because it doesn't have a templated picture you know templated an email it looks like it's addressed just to me and as a result it bypasses the primary uhh it bypasses the promotions tab it goes in my primary inbox and. 0:12:16 I mean I actually read it and I you know I actually read it now still a percentage of the time I'll be like ah it slipped through the promotions box but the keys that it got me reading it umm and so and sometimes I actually you know. 0:12:32 And sometimes I have actually replied to them so umm I think so you know getting away from the like always selling you don't I just think you don't want to be always selling sometimes you just want to be doing something that's nice umm it's very much a long term play Bye! 0:12:48 Umm as well you're not gonna get a you're not gonna get you're not always gonna get a short term should we hit from it umm but it's definitely better for building loyalty in the long term Yeah sometimes the best way of making a sale is providing someone a solution or Facebook. You can see your information. 0:13:04 Umm to a perceived problem and so rather than just going in and just with a hard sell like these car salesman is the the term right umm you know going there with with a snippet of information you know a fun fact maybe Thank much. Umm just to grab people's attention and say hey you know they've actually 0:13:24 given me something I'll you know I'll give them something in return with a sell perhaps or at least the attention of reading through the the email which yes umm it's all keeping the attention span umm. 0:13:36 uhh rather than you know just saying you know a annoying message to leak yep yep uhh yeah umm so yeah so they're the sort of age related filters umm this one's pretty straightforward this is the umm. 0:13:52 . . this is the uhh the club member filter you know we've got a lot of dummy clubs in this demo brand umm so most wineries will only have one or two in this dropdown rather than ours umm that has whatever it is 30 very umm but basically this is where you can filter in or filter out club members so you 0:14:14 know if you're doing a campaign because you're mainly this pe- you're mainly this contains people who are members of your club and not members of your club so you might want to do, the campaign to people and not bother the club people umm so that's where you can you can filter out for example you can 0:14:31 say alright well I want to see people I've got 30 people whose birthday it is this this month and I want to see which of those are not members of the world. 0:14:40 Umm so now 12 of them are not members of a wine club so umm so you know that's a pretty simple umm simple filter there it is that function you use that function to send a different message right? 0:14:53 yeah yeah Bye bye. Umm so say for example umm why don't we we'll do this location filter umm in a minute but so for example you might want to say you know show me people use this now this filter here the who have filter umm this has got a lot of gold in it so umm this filter allows you to segment your 0:15:22 database based on how they are interacting with your umm with your brand and your product so umm so many people who have liked a product or who have purchased a product or who have repeatedly purchased a product so this is where you might say alright well I want to to see people who have repeatedly put 0:15:44 purchased a product umm so 190 people have placed more than one order and then drilled down to go well I want to see which of those are not club members because then I might actually want to I want to filter on those guys and go alright well Go. 0:16:00 Okay so out of the 190 people who have repeatedly purchased 67 of them are not club members. Maybe I should send them something. 0:16:09 Reach out. Reach out. Hey look looks like you're doing a lot of purchasing from us umm are you aware of our wine club do you want to be. 0:16:16 Umm so that's a bit of an example of how you can use these filters uhh together. Umm. All of these are live aren't they. 0:16:27 So as soon as the information goes in it's all instantly updated. Correct, yeah. Umm. Now you can see down here too how I've got these this pick bar here is showing umm which filters are being applied. 0:16:43 So it's basically here's all your segmentation tools. Here's what shows you what's been applied. and then down here is the results. 0:16:50 So if I want to get rid of the not active club members I can just click that and get rid of that umm get rid of that uhh get rid of that filter. 0:17:01 Umm. Now check out some of these uhh some of these extra ones so umm you can say so of my maintenance of 10,900 people of them I can say well of them how many of them have placed how many of them have purchased something. 0:17:20 Thank you. Umm so now we're down to 673. Umm so and you can see these little green things down here are saying ok well here's the lifetime value of these customers right so and obviously because we've filtered down to say. 0:17:36 They've shown me people who have placed a purchase. All of these are going to have a green, a green tile beside them because the tile, the green tile indicates how much dollars they've spent with you over a period of time. 0:17:48 Now what I can do though is combine Finally this filter with this filter. Whoops, this one here. So I can say I want to see people who have purchased one of these products. 0:18:03 So I can say well I want to see people who have purchased something umm who have purchased. Umm anything that's red. 0:18:11 Or anything that is in our current vintage range. Or anything that is raseling. And then you can drill down and say well I want to see people who have purchased this particular raseling. 0:18:22 Umm. Right. If you're running a restaurant for example, you can even drill down and say alright well I want to see people who have, who are on my database who came into the restaurant and had the steak. 0:18:35 Because we've got new tomahawks in umm from a new uhh from a new restaurant. You uhh meet provider umm in the region and it's a good excuse. 0:18:47 It's just anything to you know because then people receive that and go ah hey you had the steak in the restaurant. 0:18:52 We've got a new, we've got a new supplier, great tomahawks. and you know you just want them to get them maybe on a on a Monday or Tuesday where they go actually we don't have anything planned for the weekend and I haven't had a tomahawk for a while let's go up. 0:19:06 You know it's sort of this is some of the things you can do using the data that you collected in the in this solid ore in the tasting room this is some of the ways that you can use it using that for a wine as an example can let's just say a winery has they're running down a particular thing each let's 0:19:25 say they want to move through their rosé because it's better. So you can use the system in this way to then target those who have a fan of your rosé that you want to run down and then you can campaign and target them perhaps with some uh incentive perhaps like a discount and say hey you know thanks for 0:19:51 being a great supporter of our rosé we um we love it too we're we're flipping to the new village soon but we're running down the old stock here 20% discount or something like that. 0:20:00 Something like that right? Yeah exactly and actually Scott I'm just gonna I'm gonna bring you over into the main screen. 0:20:05 Um you can still see my screen can't you? Yep. Yeah just because I figure in the recording we'll have it set up here. 0:20:16 People can see that I'm not talking to an AI. I'm actually talking to Scott. Um so I'll squeeze you up there so yeah exactly so um so say for example you know I want to go alright well 673 people on my mailing list have have purchased. 0:20:32 Something. But then if I want to go well up in a pallet of reasling out there I want to see off those 673 people. 0:20:39 How many of them have purchased reasling? Um and so then you're drilling down and going ok cool well here are the um. 0:20:48 Here are the people on your database who have purchased and this is where Steve's Wi-Fi wigs out a little bit. 0:20:54 So off the people on my database, 10,900 of people on my database, 217 of them have purchase reasling. And then you can see down here the those green things are now showing the proportion of their lifetime value that was spent on reasling. 0:21:12 So you even given an indication. Well, these people have purchase reasling but then you can go through this list and go. 0:21:20 Umm you can go through this list and go ok well these go. Oh shit he's actually bought a lot of reasling. 0:21:25 Umm. Can you drill down again on that green field? Can you feel to say uh highs to lowers? So. Bye. 0:21:36 There's no sorting in here with the way that umm the data is structured but you can use some other filters in this list here. 0:21:46 So we've got show me people who have purchased reasling umm. So you might Thanks for send one e-mail to the people who have purchased reasling and a different e-mail to the people who have liked but not purchased reasling. 0:22:00 So they've used umm they've used the app or you've collected the try and like data in the syllator at the point of sale. 0:22:07 So you go, cool well I want to see the people who have liked the reasling but not purchased it umm because you might do, you might do a different slightly different e-mail to them umm because umm because they haven't purchased it yet so you might give them a bit of a different deal or a bit of a different 0:22:28 um offer because you know that they haven't purchased it previously whereas the people who have purchased it or repeatedly purchased it you can just be like hey you've purchased it before umm you've purchased it before do you want more or you've repeatedly purchased it you're definitely going to want 0:22:43 more and we're about to run outside um and that's kind of where this light bit not purchased can be very valuable you know if you're using the point of sale to collect that trilike data um the whole point of the that is you know currently when people come into a tasting they're trying wines A, B, C, 0:23:02 D, E, they're like wine A, B, C, they buy wine A, they walk out the door um now um as we all know 97% of people will walk out the door they don't leave any contact details so you can't re-engage for them umm so you know we want to fix we want to fix that umm which is kind of you know our whole mantra 0:23:23 of you know grow the database get the contact details but the next step is to say well if I've just- what's Scott's details umm I've got his details but the only data I'm attributing to those details is the fact that he bought wine A I don't know that he also liked wine B and C umm so you know that's 0:23:42 why we want to make it easier for people . to collect that data umm yeah but this is very very nice yeah yeah and this is I guess this is the main competitive point of difference for with wine comparison and comparing it to other platforms but uh. 0:24:00 Umm uh coming back to the reasoning uh example I know some wineries have museum stock and I guess the great way of being able to filter down to those people who like buying a museum stock and usually museum stock. 0:24:16 being today. Stocks are very limited resource and that you probably want to show some preference to certain buyers and they might be big spenders perhaps so I just saw in the previous field today you had people who purchased over a thousand dollars perhaps. 0:24:30 Oh yeah. Yep. Okay, we'll a minute. Oh you've got museum releases as well in there so you've got a couple of ways of umm for this scenario. 0:24:39 A couple of ways of actually umm filtering those select customers you might want to give an extra little bit of love to umm by offering. 0:24:48 and them exclusivity to that museum release perhaps. Yeah exactly and so you're going back to you because what you saw here was umm you've got the people who have purchased more than a hundred dollars or more than five hundred dollars or more than a thousand dollars umm now Out! 0:25:04 But if I remove that resling filter umm so I go alright we'll show me anyone who's made a purchase we go back to about 673 but then I go well I want to see people purchase more than a thousand $1,000. 0:25:20 All time and I go ok well now you're down to 173 but then I can drill down and say well show me people who have purchased more than a thousand dollars of resling and then that's how I get my big spenders on resling umm yep. 0:25:37 And there you go so you know umm so here's this person here $7,894 has been spent on resling umm so yeah this is a rather than sending one email umm Thanks watching! 0:25:52 A month or one email a quarter we're very big on sending lots of little emails umm every every every month or every week or even umm to a date. 0:26:03 Now you don't want to be pestering the same people with an email every day but But, I think so that in the marketing schedule you can certainly say right on the before the new month begins we're going to send an email out to everyone whose birthday is coming up. 0:26:17 Uh when the stock is about to run out we're going to first of all we're going to contact the people who have already purchased it or who have liked it. 0:26:24 But not purchased it. You know, a week or two weeks after that then we'll do, we'll do a different campaign to the leftovers. 0:26:32 Um so I guess the point of fact is you're not trying to market a roseade to a Shiraz drinker. We see you one. Or I find a market at Cabernet to a sparkling wine drinker. 0:26:45 Yeah, because, because it's hard enough to get the customers to open the blood emails in the first place. It's hard enough to get their attention. 0:26:53 So why would you risk? Why would you risk? Their attention with something that they've given you no indication that they're interested in it. 0:27:01 So for example, if a winery, you know, if I join a winery as mailing list, umm. They've only got so many chances, umm. 0:27:12 You before I may choose to unsubscribe them. So for example, if I like tabanay and I start getting emails about rosay, I'm like cool, strike one. 0:27:23 Umm. I might unsubscribe right then and there. Or I might go. Alright well hopefully that doesn't happen again. But then they email me about, about SSB. 0:27:34 No offence. Umm but I can't stand SSB so. And I'm like cool. They got me with the rosay. They've tried me with SSB. 0:27:43 They're just stabbing me. So using the data to reengage with relevance is the key. We don't want to collect all these additional email addresses and then just start spamming them more and more. 0:27:57 We want to segment and drill. down to send messages that are relevant to people. Uhm, but the key thing with all of this too is that as you can see is sort of, if I want to knock out an email umm to people whose birthday is this month. 0:28:17 It's literally, it's less than five minutes. Uhm, if you're mucking around with templates, with pictures and layouts and HTML, it takes a lot more than five minutes because you've got to do this and do that and drag and drop and make sure it all looks just so. 0:28:30 Or, if I'm just doing a- pre-text email which we know is more likely to get- which we know is more likely to land in- in the primary inbox. 0:28:39 And you just go, hi, hi first name. So you can still do it in bulk, hi first name. Uhm, we saw your birthdays coming up this month. 0:28:48 You just want to say happy birthday and you may or may not put a- put a little prison in their form. 0:28:54 And because it's all free text- it's x5 minutes. Uh? Can- can you do- can you do a quick example of what you would recommend in- in that regard, just a working example? 0:29:04 Thank you. So for example, if we said, um, you know, show me people whose uh birthday is coming up, you know, show me people whose birthday is this month. 0:29:15 Um, so 30 people, so I'd go send them an email. Umm, uhh you've just hit which button. Ah, e-mail filters and subscribers down here. 0:29:28 Yep. Yep. Um, and so I might say, um, keep it simple. Happy birthday. Um, now, there's also some quite a bit of research out there. 0:29:47 The shorter of the subject, the more likely the e-mail gets opened. Um, so you probably notice our receipt e-mails by default. 0:29:54 Say thank you. Right? Because the customers are reading it going, thank you for what? But if we said uh uh if we had the subject, your receipt for oops, your receipt for all the order number one two three four five, that instantly says to me I don't need to open that e-mail because I know it's a receipt 0:30:16 . Right? So if you said, now if you said happy birthday from Greenway Lions. Science! 8 I'm like, I-I-I could go. 0:30:27 I could go. Oh okay. Umm. It's probably gonna be a marketing e-mail. It's probably just gonna have some deal in for me. 0:30:37 But if I say happy birthday from, umm. out. . Umm. Now the e-mail might come from Anne. Umm. So if I just say happy birthday. 0:30:47 And it's like, it's not like, you don't want to reveal everything in the subject line. You want them to open the e-mail. 0:30:55 So if I just said happy birthday. And I just went, um, hi. And then I do still put in the first name. 0:31:01 Umm, I don't put in a comma because if there is no first name like these guys here for these anonymous people. 0:31:08 Um, the comma, what you're making, what you're doing there, Rich, is you're adding a, The automated field, is that right? 0:31:14 A mail merge field, yeah. So we've got all these mail merge fields. So on the customer account, we've got their first name, their last name, full name, you know. 0:31:23 So Scott McWilliams, Scott McWilliams, Scott's email, Scott's shipping. Thank you very address. Umm, and then I'll go through this crin itself. 0:31:33 And so when you're drafting that message, you use these automation fields, you know, to be able to merge everything from your customer list. 0:31:46 Yeah, it's just for personalization, you don't have to use it but umm if you've got the first name you want it to say hi Scott. 0:31:54 Umm, uh. We or I noticed, I think I'm. Sounds better because it's like ah there's a person, you know not like we, you know we all sat down and collectively thought we should send you an email. 0:32:09 It's like no I sat down and I noticed, I noticed it was your uh that uh I known just your birthday is coming up this month. 0:32:22 Umm I just wanted to send you a quick note. Umm. Thanks watching! Now you may not put a deal in it. 0:32:42 Yep. Uh we've loved Richard. Umm now. y'all. When I preview that, just super super super simple, right? Now, this one has no, this one has no offer, but I kind of read that and go. 0:33:04 Oh, that's nice. You know, yeah, okay. Someone sat down and took the time to send me an email, a personal email. 0:33:11 Uhm. They took the time to send me a personalized email to say happy birthday. They didn't have to, but. But, No. 0:33:21 But they, but they need to go branding. But you got their branding there, which is an extra high point. It's another excuse to get your logo in front of them and stay in front of mine. 0:33:30 Exactly. Uhm. Now, if you, if you don't want to do that, this in bulk, umm you can send, you can go really personalised by going into, into the customer's profile and then saying, well I want to send a direct email which is sent outside of with wine so you can do that but umm but assuming that we're 0:33:55 doing everything in bulk here umm let's go through some more of these now umm so we've covered these ones so you might say you know umm I want to see either people on my main list so out of my 10,000 people on my main list how many people uhh subscribe to the main list umm how many people subscribe to 0:34:18 the main list in the last day, week, month, year whatever it is cause we've got this time Bye! this time filter over here umm so you know show me people who are new to the main list umm likewise that date filter over here can also be used for purchased so show me people who are purchased Thanks for watching! 0:34:40 umm in the last month or show me people who have purchased in the last three months umm show me people who have not purchased in the last three months umm so you're able yeah so you know. 0:34:57 You've got a time time stamp for all of this as well so this is actually you know it's business intelligence it's like a BI tool as well umm where you're able to filter everything umm on on the fly umm. 0:35:12 Credit balances umm now you know everyone knows it where we're big on credit umm so you can say alright well you know I want to see umm I want to see umm out of my database how many people have got a credit balance umm so 113 people have got a credit balance and this gold this gold one here is is showing 0:35:36 what those credit balances are so this is umm balances eight I'll drill in a little bit so. The balance is eight umm it's gone up by twelve and down by four so twelve minus four is eight umm the current balance is five it was a hundred and sixty it went up a hundred and sixty in the date range but it's 0:35:59 also gone down by a hundred and sixty. I live in within the date range umm so umm now you can say this allows one who is to then target anyone who actually has some money to spend and they might know it. 0:36:15 Exactly. So now you can even go well you know how we did the thing with umm show me people whose birthday is coming up next month. 0:36:24 You might say umm show me people whose credit balance is expiring umm between umm uhh between today and the end of the month umm so you can go cool. 0:36:40 Alright well I've got three people on my mailing list. I need to send them an email saying hey just occur to see umm umm Thank you. 0:36:48 Uhh free you know free money I don't know I'm just making this up umm but I can say hi uhh first name just wanted to let you know that you have dollar symbol. 0:37:04 insert umm x dollars on reddit umm uhh you've got x dollars on it with us umm and uhh the and uhh you might say and uhh the first umm and some of it and some or all of it See you Is due to expire and then you go Insert the earliest credit expiry. 0:37:45 So that will be like hey Scott, you've got a total of insert a hundred dollars with us. Umm some of them all of it is due to you to expire you know this week. 0:37:55 Umm yep. So you might want to jump on and spend it now or you might say you know umm with us and this much. 0:38:08 Thank you is due to expire on this date. Umm very, very powerful and simple way of engaging the customer with an incentive to come back into a website or the winery physically. 0:38:25 And spend some of that so-called free money as you put it, the credit. Umm and everyone loves that so you're bound to get attention if someone gets an email saying hey you've got credit and it's from a trusted umm Thank you. So and then of course you're gonna open that email. 0:38:42 Yeah and going back to like can we automate this? Yes. Umm will we one day? Maybe. Umm but certainly in the app we're putting lots of push notifications around all of this in the app but umm the again the key reason why we don't automate a lot of this this marketing stuff is because fundamentally we 0:39:06 don't think it should be automated umm it should be you know because automated in. . . . you know the more automated things become the fewer people read them so yeah transactional emails we don't mind automating them because at the end of the day it's not you know it's not hugely important if someone 0:39:26 doesn't read umm. . . you know the email or say email umm but marketing emails it's very important that people read them and therefore we want to increase their chances that people read them and therefore we don't automate it umm. 0:39:41 . . but if you want to if you want to keep going down that path you can you We just, Yeah that's a great point and I guess this is umm it's also providing the tools for umm the winery staff to lower their administrative load and . Uhh you know they can get all of this done very quickly as we're just 0:40:05 saying with very simple but effective emails and that could be once a week perhaps for someone to winery and and then that got more time to sell wine and interact directly and I think . 0:40:16 Look to be fair, so again this is my sort of my beef with email templates and HTML you know the standard email marketing is like I'm like look if you're Nike and you've got a database of a million people I hope. 0:40:32 Umm even though Nike do do segmentation as well but you go look we've got a new shoe you know spray it out to a million people you want a million people to know that you've got a new shoe. 0:40:42 Umm if you turn some of your million database that's okay because you know that you're getting Thanks watching! 1,000 people knew new people added to your database every day. 0:40:53 Umm but if you're a winery who you're lucky if you get you're lucky if you get a hundred people through your sell-a-daw in a week and off those hundred people you're only converting 10, 23rd of them onto your database you can't afford to be churning any of them so why would you risk it by by sending 0:41:10 you know all this automated marketing stuff umm to to to to people umm better just mindful of time cuz it has a habit of waffling so I'll keep moving umm uhh while we're here you can also say you can also see people on your database who have got an invalid email so in with wine we're actually checking 0:41:35 for email bouncing. This is well so now this is our dummy brand so obviously we've got a lot of- our dummy brand has a lot of dummy email addresses umm but we are doing a lot of the umm data um cleansing if you will. 0:41:52 you umm before emails come in so for example a bounce is if umm easy if umm you send an email and then that customer's email provider comes back and says umm for example like if it's an older style That's all. email inbox that's got a it's got a limit of how many emails can be in their inbox it might 0:42:16 come back and go you know how sometimes it comes back and says that email didn't go through their inbox is full umm that's a bounce umm. 0:42:25 Or they might come back and say umm hey we couldn't deliver this email the email address doesn't exist that's a hard bounce umm. 0:42:34 Now it's a bit of a dark science around it so you know we use a external plug-in to do. You that umm to do that uhh for us. 0:42:44 Umm sometimes sometimes you know legitimate emails do get caught up in it so you know your inbox is full therefore I can't deliver the message and therefore they will get a bounce recorded against their against their address. 0:42:56 Yes. So then we can just remove that on our end easily enough you know if you verify that the email is actually correct you can umm you can umm we can remove that bounce but the reason why that's there we've actually got that in the club member screen as well because umm. 0:43:12 umm you know if a customer says I'm not getting my emails uhh my selection emails for the wine club umm you can go in and say alright well you know show me show me club members who have received umm an email bounce and not. 0:43:28 I'm 0.5 times out of 10 I'll appear in that list and it's like oh because your emails got a bounce umm we'll get that removed for you. 0:43:36 So umm all these filters here these are I think these are the really cool ones is as again as I said how people are engaging. 0:43:44 With your products not just your brand but engaging with your products is incredibly powerful. Umm if I go let's now going back up to here umm because we skipped this one the located people who are located. 0:44:00 Umm obviously I can drill down and say alright well I wanna see people who are located in Australia umm and I can drill down to a state within Australia as well so you know I wanna I'm going up to I'm going up to uh to Queensland umm or we're got a new distributor in Queensland or whatever it is umm 0:44:19 I wanna let people know that in Queensland that umm you know we're going to visit them or whatever it is umm so that's the location filled up it might be a winemake a dinner or an event or umm or a- even good food and wine in Brisbane or something like that right? 0:44:35 Yeah and exactly so if it's something like good food and wine you might just go yeah I wanna see people who are located in in all of Queensland umm I'll show you how you can drill down to umm I'll show you how you can drill down to more precise umm locations in a bit umm so it's a location filter umm 0:44:59 show me people on my mailing list who have visited my- sell-a-daw or who have visited- who came to see me at Good Food and Wine show last week. 0:45:10 Now these venues here are created here so a venue is a physical place where you're selling. So, you know, you might have sell-a-daw 1, sell-a-daw 2, festivals, dinners, or you could go festival A, festival B, festival C, festival D. 0:45:32 Um, but basically you wanna get visitation data so when Scott walks into the sell-a-daw, um, because I'm logged in on the point of sale, Richard's logged into a venue, and so that when he sells a box of wine to Scott, that's how the system knows that Scott was there for at that venue and that's how we 0:45:48 get visitation data. So I can go, you know, show me people on my mailing- list who have been to the sell-it-all last week, last month, last year, whatever it is. 0:45:58 Umm, so then I can re-engage with them based on their visitation. Now I really like this one, a really really simple marketing. 0:46:08 . . Umm, effort that I'd really like to see more people doing is just, every Monday morning, someone, it's just someone's job to come in on a Monday morning and say, show me people who came into the sell-it-all last week. 0:46:24 Umm, and then send them an email. Umm, send them an email saying, hey umm, I just wanted to say thank you for stopping in and visiting us umm last week. 0:46:38 You know, how about that thunderstorm? Or how about that humidity? Umm, hopefully it won't affect it, hopefully it won't affect vintage or something like that. 0:46:46 Umm, but long story short like just again you don't have to put a deal in because we don't always wanna be, we don't always wanna be discounting and- and doing deals, but just a thank you for visiting us. 0:46:59 We hope you enjoyed your time, obviously we're here if ever you need anything from us. Umm, it takes minutes to do once per week and the thing is is that if you- if you You If you got it, let's say you got a professional marketing agency to do this stuff for you. 0:47:17 Umm, and let's put some GST on it. Let's say it took them ten minutes instead of three to do this. 0:47:24 Umm, so let's say you're paying someone two hundred dollars an hour to do this. Umm, and it takes them ten minutes a week to do, so four emails a month takes ten minutes per email, which it doesn't. 0:47:37 Umm, so forty minutes, uhh, so forty minutes out of two hundred, uhh out of a $200. Umm, per hour fee is a hundred and fifty bucks. 0:47:47 Umm, you only need one tail to come back. What, you know, one cell for one six pack. Excuse me. To come back. 0:48:01 To pay for that time. So it's time really well spent. Umm, in just, you know, sending more. Thank you for coming. 0:48:13 Thank you for visiting. We know that you got a lot of options. Thanks for watching! We know it's a long drive. 0:48:19 Whatever it is. Umm, but just more thank you for, thank you for coming to our store at Good Food and Wine Show. 0:48:25 Umm, we actually had umm, we've got a client who shall remain nameless but umm, he's said, he said, I take umm, I take the point of sale to the uhh, to the Good Food and Wine Show umm, I get an email address from everyone that's there umm, he, he, now he said, you know, I offer everyone. 0:48:48 And I say, hey, if you give us your email address, I'll give you a 5% discount and I go, well you know you should be offering them 5% credit, you know, so umm, again I prefer the 5% credit instead of 5% discount, but he goes umm, but long story short, he comes home. 0:49:04 From the good food and wine show with tons of emails. Then he goes into with wine and says, cool, show me people who were at good food and wine last week, umm, and so, and then he sends an email saying, hey thanks for visiting us at good food and wine. 0:49:19 Here's a $20 credit in case you pastel's anything that you weren't able to buy on the day or if we wet your appetite for anything more, love to see you again, send. 0:49:29 And I said, does it work? That list of emails is already in the system because he's collected them on his mobile point. 0:49:40 And so he's just spent maybe a minute or two to send out a follow-up and probably double these sales as a result. 0:49:49 Well, so yeah, I said I said did it work. You know. I was like did it work and he goes yeah I've doubled the sales I make from festivals because he used to make, he used to make money just at the festival. 0:50:01 But he said now I make money at the festival and then I send a follow-up and I make that chunk again and it takes him less than that. 0:50:08 And it takes him less than ten minutes to do it. And he's not doing it with all the templates and pictures and layouts, he's just going hey, nice to meet you. 0:50:17 Do you want some more? And a percentage of people come back and go well actually yes I do want some more. 0:50:23 Because the thing Thank you. This is that so many customers are going home from festivals and going home from tasting rooms and they're in I get this. 0:50:31 They're in the car driving room like I probably should have could have would have bought more of the second wine from the first winery. 0:50:38 Um so. Bye! First of all we want them to be able to remember what the second wine was and what the first winery was. 0:50:46 Um but then if the winery is then emailing me that night going oh hey was there anything else you wanted? 0:50:52 I'm like yeah there was actually I was. You know there was something. That I regret not buying. There's a lot of money being left on the table so this is all the ways that you can all the ways that you can get it. 0:51:05 A lot of wine don't actually make any money out of the attending these events right and we all know that this is something that you just wear as a. 0:51:12 Umm, you know, marketing expenses. Yeah. Yeah. And, you know, it's sometimes you have to be there, you have to spend the money but if you're going to actually get a return on investment by a few simple clicks and just being smart using the system to start. 0:51:28 Bye-bye. But other that you've collected, that's your data then obviously you've just uhh justified the whole exercise because it is, especially if someone's flying over from Margaret River to Sydney, good food and wine. 0:51:42 Yeah, that's a considerable expense. Uh, to. . the winery in there. So you want to make sure you can pull out all stops to be able to recoup some of that and also engage to that person who actually stood in front of you and gave you a bit of their time and reward them just quietly for that as well. 0:51:56 Yeah, and, and this is actually why I'm not, not over so cover it in today's umm in today's webinar but this is why we've got the festival umm functionality in the with Winap. 0:52:09 So because ultimately we want it where people are going into the festival more with the app on their phone, and they're going, OK, well. 0:52:16 I tried that, I tried that, I like that, umm because remembering that all these emails had been sent to my Gmail inbox and or my with Winap inbox as well, umm, which is about to get a pretty significant upgrade. 0:52:32 Literally. Little teaser. Umm so umm yeah, absolutely, I mean it's just like for the sake of 5 minutes or 10 minutes, why wouldn't you? 0:52:41 Umm. If you're, if you're, if you're trying to get, you think about the- The standard festival thing, right? So you come home with paper order forms and a, and a paper sheet with, you know, join our manners now. 0:52:57 First of all, you've got to m- you've got to get those emails, type it into your system, blah blah blah. 0:53:01 And by the time you do that, you're- you're exhausted and you're m- Bye bye. Do it three weeks after the festival, you might not get round to it forever. 0:53:08 Uhm. You're not even thinking about marketing those people yet, you're just kind of thinking, I've got too much shit to do after the festival. 0:53:17 But with this, you go cool, well, I took the point of start to the festival, I've got, I've got 40-50 email addresses, they're already in my system. 0:53:27 So now all I need to do when I get back to the hotel is open up my laptop, go hey guys, thanks for coming. 0:53:32 Um, if there's anything else you wanted, let me know. Uh, and and or here's a pretty goal about you to, to entice you. 0:53:41 Five minutes, why wouldn't you? Um, again, you, the, the return on investment as you say, the return on investment is just huge. 0:53:50 Um, and, but- you know, the people who make the effort will get the reward. The people who don't make the effort will not get the reward. 0:53:58 Um, so we've covered those ones. Uh, the tags. Now, you can, as you know, you can tag people. Oh. In the CRM or at the point of sale, so you might, you know, you might tag them as a local. 0:54:12 So you can say, I want to see people, um, I want to see people who have been to the, up here, show me people who have been to the Citadel who are locals. 0:54:22 Um, so of that 400 I'll in the Bye bye. 45, 152 of them are locals. So again, you might want to send one email to the locals. 0:54:31 Um, and then a different email who are not locals. Um, so you might want to do free shipping for the locals. 0:54:41 Or, you know, free pick up for the locals and send a different email to the non-locals. Um, you know, because you don't want to offer free shipping to someone in Northern Territory. 0:54:51 Yeah, you can see here too that you can also say, I want to see anyone who's tagged as a local Umm, now this you can see here matching all, so if I say local and a big spender, umm, they've got to be the results will be anyone who is a big spender and a local. 0:55:12 Umm, but if I go, so I've got 25 big spenders who are locals who have been to the Citadel. Now if I go umm well, I want to see people who are any of these tags then obviously it'll say alright well you've got some big spenders, you've got some locals and obviously the number goes up so that's the tagging 0:55:33 stuff. Umm, you can in the screen. Yeah, how does the winery apply a tag? So in the umm sorry in the tag on the point of sale you could you know at the end of the transaction when it says ok and then you've got ok plus uhh there's ok ok plus customer note ok plus order. 0:56:01 And then you've got ok plus more. If you click on ok plus more umm you can then add a tag you know add a tag you know so oh he was a local interested in weddings so you know I can say so he's a Thanks watching! he's a use case umm show me people who've been to the sell-it-all in the last week umm who 0:56:24 are tagged as potential potential wedding people umm so if you've got a venue that's really good for weddings I can go every- every week I can go great I've got to get an email out to the to the wedding people hey here's our wedding packages if you're interested umm so yeah super simple now tasks umm 0:56:46 if I do a I've got Bye-bye. A customer here umm I might have tried to call them during the week but they didn't pick up so I want to go alright well I need to umm uhh trying to call her about. 0:57:04 Alright the wedding umm I'm gonna call her you know next week, somewhere,whatever it is umm I'm going to assign it to whoever and then hit save umm so then umm that's where I can go alright well uh. 0:57:20 I want to see people who have got a task coming up today or a cut task coming up tomorrow or in the next week so umm when Scott logs in he goes right who you know who's on my task list today umm in here too umm We'll see in the Bye. We have got the ability to assign umm assign people to umm account managers 0:57:45 umm on our advanced plans so umm you say alright well this customer umm is, we're going to be managed by umm by umm we won't do Tim umm assign to Matt Ryan right so Matt is now the account manager umm because umm you know some wineries have umm some wineries you know they go right Barry this is your 0:58:15 group Jenny this is your group umm and Jenny doesn't want Barry speaking to her customers and vice versa so now you can go alright well you know show me people who meet the criteria who are managed by Jenny umm so you can assign umm managers to umm like this is a 2-0. 0:58:35 applicable to larger malignists and organizations. Which have multiple people sitting in this department. Yeah, yeah. Now while we're here umm I'll cover off the search bar, show you some tricks with the search bar. 0:58:56 Thank you Thank you. Bye. So you'll see this little tool tip up here. Use commas to search for either word umm and use a space umm for an all search. 0:59:08 So basically a comma is an and search and a Thanks for watching! Space is a- oh sorry a comma is an all search and a space is a and search. 0:59:21 So for example if I said umm if I said I want to look for people umm with Richard in their name umm obviously it's going to go okay five hundred and eight people have Richard in their name. 0:59:33 Now if I go Richard comma Owens it's going to go oh actually I'll go Richard or Scott. It'll go alright well five hundred and eight people meet the Richard criteria. 0:59:49 Umm but I've also said what about Scott as well so that adds another person. But if I change that to Richard and Scott then the number will go down because there aren't many people there with you know Richard in their email they go so Richard and Scott. 1:00:06 Umm so if I said Richard or Jones. Oops. Jones. Umm Richard or Jones. I'm sorry. So there's five hundred and nine people who have Richard or Jones but if I say well no I want to see the people who are Richard Jones then obviously there's only one Richard Jones in the system. 1:00:29 Um now that's for now. Aims you can also do umm you're doing a tasting on the northern beaches so you can say northern beaches of Sydney so you can go alright well I want to see people with manly or fresh water or curl and curl curl has got a space in it or mona veil alright so I can search people based 1:01:01 on those criteria umm now one thing I will say is that you know if you're searching for someone if the suburbs name is Alexandria and the person's name is Alexandria then they'll shop in they'll shop in the search results umm so this is a quick way that you can get umm it's a bit uh an insight is that 1:01:23 you know who's on the northern beaches in your main list umm but um you can see umm here down the slept hand side here that I've got safe searches and all the all these safe searches are you so you can see here that any time I'm doing you know show me people with a birthday next month this is a this 1:01:48 is a dynamic search so I can go alright well show me people who's b- if they think it's month I can say I want to save this search and say b-day uh b-day next month it's safe and now that filter that's safe so every time I log into with wine I've got that safe search so you don't need to go filter filter 1:02:11 every time you can actually save the searches over here so I need to call if I click on that umm you'll see umm that's automatically applying anyone with a with a task umm . . that I need to action in the next week umm people whose birthday is this month 30 people uhh I want to see all my locals in one 1:02:34 group here on my locals so yeah so you can save all of this and you know . . . with these, these are just emojis these little icons I put in there so you can save emojis to make a little bit more fun umm now I'll show you one more thing because I was actually covering this off with someone during the 1:02:53 week umm so they're doing a . . uh tasting, uh, funnily enough in, in the city of Sydney umm so they want to go alright well I want to see people who are specifically on uuh within this post-code range so what I said to them is what you can do. 1:03:12 Umm, so is a little bit of extra effort but, still very easy so what you can do is alright well I want to download uhh I only want to uhh so I'm gonna do a campaign uhh I'm going to do a campaign Time to die. 1:03:28 I really want to do the campaign to people who have purchased from me in the past for example. So 637 people. 1:03:35 I'm gonna, I'm gonna export that list to a CSV umm boom. And then in that CSV. See. Umm actually so they were doing this with club members. 1:03:49 Umm because, because there's more going to be. They're wanting to invite people along to the event obviously I'm a streaming. 1:04:00 Yeah so because here we've got here we've got the post code right for people who in their uh in their database so what they did was they go so I said cool get this CSV and you want to umm you want to see everyone everyone. 1:04:15 Umm whose post code is in this range. Alright so there's everyone on Thanks for within that post code range call it the Northern Beaches and we go tag and we go uh Northern Beaches mail out. 1:04:42 Right so I'm just creating a tag. Actually you don't to be fair you don't even need to do that actually so why don't we do this. 1:04:51 So I've got the email address here so let's actually just do this. This is this is even easier. Get the email addresses. 1:05:00 Well hang on no. So. Bye! So these 17 people are on- are on the northern beaches. I want to say that as a uh CSP, say that it's in my downloads as uhm northern. 1:05:21 Eaters. Coat. Don't- don't need that anymore. Don't eat that anymore, don't eat that. And so now I can go. Alright well I want an Import CSP uh Importor to CSP, gdVE! 1:05:36 Use the CSP. And then in the tag field, I want to import all of them as umm Northern beaches. Cheers. 1:05:48 Uhh tasting. Right. And go import. Job done. So now, when I want to do my campaign about the Northern beaches, why I taste I can go show me everyone. 1:06:07 Uh, if I refresh my screen. Show me the show me everyone. Important with the northern beaches wine tasting tag. Here are your 17 people. 1:06:26 Great. I want to get an email out to them. That's a very powerful way of segmenting and uhm thing able to then. 1:06:36 Uh. Communicate accordingly if you're in and I can I can imagine that this has many applications if you're doing a winemaker dinner, for instance. 1:06:45 Um, and if you're at a good food and wine or another wine event and you want to purse. You can invite people along. 1:06:54 I think that's a really beautiful touch. People would open those emails. I'm sure. Actually, I'll show you one more because this will be a long video for people to watch, but I'll show you one more just for just for fun. 1:07:09 Uhm. Corporate. Corporate uhh customers. Some people focus on corporates. Uhm, and so you know they might have a tag guy. 1:07:20 He was a corporate, corporate customer. So if you've got someone coming in from from I would employ a Macquarie bank for example. 1:07:27 Uhm, you might say you know you might tag them as a corporate but the other thing you can go alright well I want to see everyone on my database whose mailing list has at Macquarie.com in it. 1:07:39 Thanks for alright. So fortunately in our staging dummy database there's no one with a Macquarie with a legit Macquarie email address. 1:07:48 Uhm, if I said you know show me people on my database with a withwind.com email address. Uhm, 10,972. me too. 1:07:56 Uhm, what about a GMA? That might be a bit better. I've shown you people with a GMA address. Uhm, there you go 49 people. 1:08:05 So then you can save that search you know and so you know these are my Macquarie bank. These are my Macquarie Thanks watching! 1:08:22 So that's some of the ways how you can use the CRM. and you know we're always we're always adding to this obviously umm and we're actually so there are so many filters in here now that we're actually thinking of ways that we can make this a little bit neater. 1:08:41 One of our customers actually made a really good suggestion. Thank you. And for your attention. I'm umm where uh potentially we we put all these behind a or at least on the safe searches put all of these behind a like a accordion umm because if you're in a safe search you don't necessarily need to see 1:08:59 all the filters again so like we really like feedback like that umm but uh and so that's all available on the basic plan right Yeah. 1:09:10 Yeah. So you have all of this power to, um, to engage. And it's all about customer engagement as you say. 1:09:20 And really it's our point of difference. It's a competitive point of difference from all of the other platforms. Which makes it with one new net regard and it's all available on the base plan. 1:09:33 Yeah, I mean yeah exactly. It's sort of um. Segmentation is the key and to do segmentation you need data. But the reason why you go why do you want segmentation? 1:09:47 Well you want segmentation. To increase customer engagement. You know we are a customer engagement platform with commerce capabilities. Um whereas the others are just commerce capabilities and and I'm kind of like you know goes back to the old thing. 1:10:05 You know there's no point having a website if people aren't going to it. There's no point sending an email if people aren't opening them. 1:10:12 So you've got to say alright well what's going to increase the chances of people going to my website. Um it's to. 1:10:21 Have customers more engaged with the products that are on your website. So umm I am more likely to go to your website to buy the reasoning if I've previously purchased the reasoning. 1:10:31 Um I am more likely to open your email if it's to do with a credit. You balance umm that I didn't realise was about to expire. 1:10:41 Umm so all of this is built in straight out of the box, it just works umm but I think that's probably enough for this video See ya. 1:10:53 Because we will be in a few hopefully in the next month or two we will be doing another video where there's a pretty big update uh coming to this video. 1:11:09 Thanks for watching! Umm that involves the app and some smarts that we're building into that. So umm but I'll leave it at that for now. 1:11:17 Umm but hopefully that was a good overview and umm Scott thank you. Thank you for umm playing the role of the winer because I do hope you know sometimes I do gloss over things and it's really good to have you tell me to slow down and go into more detail. 1:11:38 So umm appreciate you doing that. But yeah. Umm if anyone has questions or needs more more of an overview then that obviously hit us out. 1:11:48 We're here to help. And umm have a nice day. See ya everyone. Alright thanks. Bye.