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Sheri Hebbeln
 
April 17, 2014 | eCommerce , Email Marketing | Sheri Hebbeln

Email marketing could help you sell more wine

If your wine marketing strategies don't include email, you could be missing many big opportunities to gain new customers or engage with existing ones. However, there are a number of misconceptions about this advertising channel that could be holding your winery back.

Recent research from Campaigner, an email marketing campaign platform, revealed that much of what brands know about email is wrong. One of the most common myths about email marketing is that it isn't relevant anymore and has been replaced by more advanced digital channels such as social media. This is simply not the case - however, it depends on how brands use direct mail to further their initiatives. Most companies that don't experience good results aren't using this tool properly. 

"Email marketing continues to be one of the most effective tools that marketers can utilize to drive traffic and increase sales, but there are many myths around executing a successful campaign," said EJ McGowan, general manager of Campaigner.

Don't let these misconceptions about email lead you astray
If your winery wants to sell wine online, email marketing may be the way to attract more attention to your merchandise. In addition to email being outmoded, here's a look at a few other myths that Campaigner debunked:

  • Emails should be sent on a particular day of the week, at a certain time: There have been a number of studies about the optimal times for sending emails based on when recipients are most likely to open them. However, if you cater to varied customer segments, these groups may open emails at different times. The reporting features in your email marketing platform can help you make the best decisions about when to send communications.
  • Be consistent across your entire database when it comes to frequency: It can be difficult to determine the right number of messages and how to space them out. It can be more worthwhile for wineries to account for customer preferences. When people subscribe to your list, you can give them the option to select the frequency of emails. Too many messages can cause people to unsubscribe from your list. 
  • Avoid word choices that would direct the email to spam: Words like "dollar" and "free" have long been thought to trigger a landing in the spam folder. Campaigner found that an email getting marked as spam was more likely the result of how recipients are interacting with the message. If they open it and click through to your winery's website, it probably won't be marked as spam. If customers are immediately deleting or unsubscribing, you'll see a different result.

How to modernize your email efforts
As ecommerce continues to gain popularity, it's apparent that email marketing is far from useless. However, you may need to update your strategies to keep seeing high results and good return on investment, according to Econsultancy. Fortunately for marketers, technology is catching up to keep email relevant. Personalization will become more important. Customers have less tolerance for blanket email blasts that send the same offer to everyone. You need to consider your groups of clients and wine club members and determine what promotion will most grab their attention. For example, if customers haven't purchased in a while, you can offer them discounted wine shipping.

Email will need to become more mobile. Many consumers rely on their smartphones to scan through their inboxes, and they won't be patient with messages that don't load within a few seconds or display properly. Despite the new developments in email marketing, this channel doesn't need to create more work for wineries. Econsultancy predicts that the majority of email campaigns will be automated within a few years. 

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