January 31, 2014 |
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.