As 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.
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.
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
- Restaurant Guests
- Newsletter Subscribers
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.