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Sheri Hebbeln
 
January 8, 2014 | Sheri Hebbeln

It's time to add mobile email to your wine marketing toolbox

It's highly likely that your wine marketing strategies already include email. But is your winery utilizing mobile emails? If not, it's time to get on board with mobile because this technique isn't optional anymore. In fact, mobile email may be highly beneficial if you sell wine online.

Customers are increasingly checking their emails from their smartphones on the go. Unless your messages are optimized for this channel, you may fail to reach consumers on the go. Most people's personal email addresses are from free sites, such as Gmail, Microsoft Outlook or Yahoo, and these are easy to check from most mobile devices, according to an infographic from Litmus. For Yahoo, AOL and Gmail, the majority of users prefer to open emails via mobile.

However, it isn't enough to just do mobile emails. Consumers increasingly prefer a multichannel approach, which means wineries need to give recipients the option of accessing messages from multiple devices. This is where responsive Web design comes in. These messages will adapt to the device used to access them. There are a number of email design templates that you can utilize instead of investing heavily in this technique, BizReport said.

Email marketing is changing, but it's still a major marketing player

Many people have been saying that email marketing is a dying industry, but this couldn't be farther from the truth. Email is still highly relevant in today's business climate. In fact, the number of Americans with email accounts is growing, according to Mobile Marketing Watch. Relevance and utility are still highly important in email marketing, and these things aren't impacted by new developments in technology, such as smartphones and tablets.

Personalization and timing are still essential to a successful email campaign. Because many major retailers have fairly advanced personalization campaigns, consumers have come to expect this as the standard. If you send out an email promoting wines a customer just bought, your campaign won't be as effective. In fact, you run the risk of alienating shoppers who think you don't understand their needs. Certain times of the day or week may prove to be more effective for engaging with your audience. You can experiment a little and measure the results to determine this.

How to craft effective emails in an increasingly mobile world

Email is only one piece of the online marketing puzzle. Unless you have mobile-optimized landing pages, you may not see the campaign results you want, BizReport said. Recipients may click through to your website and then leave right away when they realize they can't easily navigate from a mobile device. Because of the immediacy of mobile email, shoppers may forget the message later and fail to return to the site from a different device.

Similar to mobile landing pages, it's important to include calls to action, according to Mobile Marketing Watch. This is one of the most important elements in email marketing, whether you are targeting mobile or desktop users. You may be concerned about being overtly salesy, but as long as you deliver relevant information and a compelling offer, urging recipients to take the next step will not be viewed as too pushy. However, calls to action may not be as effective if they are located in the same spot as desktop emails. Different locations work better for smaller screen sizes.

Whether you are trying to increase wine club membership or boost online wine sales, it's essential to regularly test and monitor email campaigns. This can help you consistently improve on campaign effectiveness and avoid expending effort on messages that aren't performing.

Comments

Wilhemina's Gravatar
 
Wilhemina
@ Oct 30, 2015 at 9:53 PM
Great info. Lucky me I came across your blog by chance (stumbleupon). I have bookmarked it for later!

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