Sheri Hebbeln
June 26, 2014 | Email Marketing | Sheri Hebbeln

4 Ways to Modernize Your Email Marketing

Although online selling and marketing have evolved rapidly, email is still a crucial tool for promoting an online wine store. There are newer digital marketing tools, but it's important not to overlook email in your wine marketing efforts. In the third quarter of 2013, email contributed to 2.53 percent of ecommerce sales, according to HubSpot. While this may not seem like a lot, all social networks put together were only 0.22 percent.

Email also has a higher order value than other marketing channels. The average value of an email order is $100.48 compared to $93.43 for social media in 2013.

However, many marketers are struggling with email because this channel's results were not as strong as they were in 2012, and sales are expected to continue to decrease slightly. Consumer behavior trends are responsible for some of the decline. Shoppers are receiving more emails than ever, but they are more pressed for time, and many of these marketing messages are irrelevant to their interests, HubSpot stated. Additionally, services like Gmail's tabbed inbox, which has a dedicated Promotions section, allow busy people to skip these emails altogether.

How to cope with new trends in email marketing
Your winery does not have to treat this as a death sentence. Smart retailers are changing up how they use email marketing to attract and engage with customers. Here are some new strategies that can revitalize your wine marketing campaigns:

  • Place your product front and center in emails, not the offer: While it can be tempting to include a percentage discount in each email subject line, it may lead to fatigue for your customers and decrease the effectiveness of your deals, according to Practical Ecommerce. You can include a special discount in the body, but it may be a good idea to take cues from content marketing and offer customers suggestions for how to use your product or send a recipe that pairs well with one of your wines. This provides extra value for your email subscribers.
  • Use animation, but be mindful of smartphones: Animation can be intriguing for recipients because these messages are more interesting to look at than a standard email with a list of available products. However, if you're going to take this approach, it's important to test the message to make sure it performs well on a mobile device, since much of your audience may be using smartphones to access their inboxes.
  • Curate product recommendations: Much has been made about personalization in emails. Customers are more picky, and even online shoppers want individual attention. Moving away from the traditional email newsletter format and including personalized product suggestions could be a way to increase online wine sales, HubSpot said. In fact, newsletters with product recommendations were found to raise revenue by 46 percent, and these messages took less time for employees to craft, which is an added benefit for your staff.
  • Create subject lines that stand out: Email subject lines are notoriously tricky to ​get right, but they can make or break a recipient's decision to open the message, according to Practical Ecommerce. Subject lines that are a break from the norm can lead to higher open rates, especially as people feel more overwhelmed by the state of their inboxes. Consumers may be expecting email headlines with a discount in them, so doing something different can lead to better results. It may be beneficial to do A/B testing for various types of headlines to determine which ones work best. 

Contact us to learn more about how WineDirect's marketing solutions can help you boost sales.


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