Top 7 Email Marketing Tips for Wineries

Close-up of the cork of a wine bottle, with an '@' symbol printed on the cork

wine-bottleAs a winery owner, we understand you have a full plate. With a vineyard to attend, wines to make, labels to be designed, bottles to be filled, tasting room to be operated, wine shows to enter – and the list goes on – there’s simply not enough time to do everything that needs doing.

With growing competition in a fragmented market where retailers are squeezing margin, wineries are constantly looking at ways they can increase their direct sales options. Email marketing is a cost effective means of communicating with their consumers while increasing sales.

So to make sure your email marketing efforts received the greatest return, here are our 7 top Email Marketing Tips:

Email From Address
Make sure your email “from” address is from an actual person with an actual name. Personalising your emails has a significant effect on your email open rates.

Subject Line
Like in your own email communication, the subject line is an opportunity to tell the ready what benefit they are going to receive from opening the email.

Keep it Short
People spend less that one minute reading an email before they decide to read on or close. So keep your message short, to the point and interesting throughout.

Great Content
The mail purpose of your email is to:

  • Promote your winery
  • Build relationships
  • Stay top of mind, and
  • Make a sale

The wording you use needs to be consistent with your brand and attractive enough to maintain the interest of the reader.

Target your Emails
Segment your email lists into relevant categories so you are sending out information that is relevant to the receiver. It will reduce your unsubscribe rate, create better call to action, and reduce emails being flagged as spam. Here are some examples of segments you could produce:

  • Wine Club Members
  • Tasting Room visitors
  • Distributor Partners
  • Staff
  • Restaurant Guests
  • Newsletter Subscribers

Use Images
Try to use professional images that have relevance to your brand and Email Newsletter. Consumers respond well to images.

Measure your Results
Measure things like open rates, click through rates and wine sales conversions. Create split/A&B testing emails to find out what gains the best results.

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Lynda Schenk

For almost three decades, Lynda Schenk has worked across a diverse range of industries including wine, hospitality, human resources, transport, medical devices, building and construction, conveyancing, landscape gardening, water filtration, organic farming, industrial cleaning and not-for-profit industries. She has a deep understanding of the marketing needs of companies, small and large. Lynda has a natural ability to talk to people, understand their business and their objectives, and then to work with them to formulate marketing plans, brand strategies and marketing communication plans that build brand equity, growth and profitability. Lynda is the winner of the Fabulous Ladies of Wine, 2018 Wine Marketer of the Year and a 2019 Telstra Business Woman of the Year, Small Business Category finalist and a finalist of the Marketing category for the 2023 and 2024 Australian Small Business Champions Awards.

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