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Joanne Grantz
 
November 10, 2015 | Email Marketing | Joanne Grantz

Sell more wine with strategic email marketing

Email marketing is an essential part of a winery's content marketing strategy. Wineries must stay current with the best strategies for reaching their audience through email, from optimizing the subject line to entice readers to open the message to targeting content to ensure relevance. Here are three to keep in mind:

1. Optimize the envelope
The first step in crafting an effective marketing email is to ensure recipients open the email in the first place. To do this, you must have an effective subject line and pre-header text. According to Convince & Convert, 35 percent of email recipients open an email based on the subject line alone. A good subject line has two important elements that wineries must balance: brevity and actionable. In as few words as possible, make sure your readers know exactly why they should open the email. 

"35 percent of email recipients open an email based on the subject line alone."

Additionally, the pre-header text- the first piece of text-based content found in an email that can be seen to the right of the subject line - should serve as an extension of the subject line and align with the body of the email. Pre-header text can be made more effective by including a call to action that is relevant to the recipient.

2. Keep the body concise
An excellent envelope can only go as far as the quality of content within the email. Above all, every marketing email should have a clear call to action, and readers should be able to easily determine how to complete that CTA. For example, if you offer select readers a special promotion on wine club membership, make sure all the resources to sign up are easy to find within the email body. Additionally, keep your emails as concise as possible. Email lengths will often vary based on the situation, but HubSpot recommends asking three questions to determine the optimal length:

  • Who are you sending it to?
  • What are you talking about?
  • What kind of email is it?

An informational email for your most loyal customers about how a certain varietal is made will be much longer than an email asking people to take a quick survey. When determining length, context is key. 

3. Personalize everything
Even if your subject line and copy length are spot-on, your efforts will go to waste if marketing emails are not personalized. For example, sending out a mass email about a new high-end varietal of red wine will be irrelevant to consumers who typically purchase lower-cost wines. Similarly, you wouldn't want to send an email about the benefits of wine club membership to customers who have already been a part of your wine club for a long time.

Experian's "2013 Email Marketing Study" revealed for promotional emails, personalization generates transaction rates and revenue per email that is more than six times higher than content that is not personalized. Wineries can personalize their marketing emails and increase conversion rates by using customer data to properly segment their email lists.

While these are just a few among many strategies wineries can employ to execute effective email marketing campaigns, following these three guidelines will set you up for success.

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