Sheri Hebbeln
 
January 31, 2014 | Sheri Hebbeln

Two Major Trends for Winery Email Marketing in 2014

No matter how you look at it, email marketing is still one the most effective ways to reach consumers. There's far newer digital advertisements, but your wine marketing strategy still needs email. Although email is far from dead, you need to account for new developments in technology. Mobility and changes to inbox layouts can impact the success of your campaigns if you're not prepared. 

Mobile-friendly emails are a must
While large images or messages with a lot of content may have worked well in the past, they can quickly sink a campaign because more people than ever before are reading emails from their mobile devices. Email has turned into something that people largely do on the go, according to Daily Deal Media. You can still use images - visual content marketing is growing in effectiveness - but make sure pictures are small so they load quickly. Loading speeds are critically important for a well-run email campaign. 

Mobile may be the most significant adjustment you need to make in your marketing strategies. However, this trend isn't going anywhere, and neglecting mobile won't help you grow online wine sales

New Gmail inbox isn't as bad as expected
Last year, Google dramatically changed its Gmail inbox to have three tabs, including one dedicated to promotional messages. This action sent many email marketers into a panic because they thought their messages would be buried deep in a tab that users would never check. Gmail is the most widely used email service, so it's likely that a significant portion of your list uses it. However, the news isn't nearly as bad as expected, The Guardian reported. As long as you don't overload your subscribers with communications, there's nothing to keep recipients from seeing your emails. You can even include a prompt in your messages for viewers to categorize your sending address to the Primary tab. 

Many people are highly motivated by special offers and coupons, and this could motivate them to regularly check the Promotions tab. This could mean that people check this tab when they're ready to buy wine online

Fundamentals of email marketing are still the same
Although email is moving in new directions, having a catchy message and a clear call to action are still essential to the effectiveness of this channel. As long as these key elements are in place, email is still a highly useful customer acquisition tool. 

Comments

Larry Chandler's Gravatar
 
Larry Chandler
@ Jan 31, 2014 at 4:29 PM
Good point about making sure email messages can be read on mobile devices. But it really needs to also link to a mobile version of your site. Too many wineries still don't have mobile sites. If you own a winery, take a look at how your site comes across on a small smartphone screen. Would you buy wine that way?

Mike's Gravatar
 
Mike
@ Feb 5, 2014 at 10:32 AM
Good article, and to add to Larry's point, I think wineries and small businesses need to understand how people are accessing their content across three levels: mobile, tablets, and PCs. A mobile user is typically in "engagement" mode and they convert into direct sales at a much lower rate than tablet or PC users. Actually, tablet users have some of the highest conversion rates because when someone is on their iPad, they're in a "consumption" mode. All this is to say that it's crucial to understand how your emails display across devices. There are plenty of responsive email templates out there that can be had for cheap, and the HTML can be used in any email marketing client.

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