Sheri Hebbeln
June 12, 2014 | Email Marketing | Sheri Hebbeln

How to Increase Ecommerce Conversions with Wine Marketing

Some online retailers are giving up on email marketing in favor of newer digital tactics. However, email is still highly relevant for your wine marketing efforts. In fact, a recent infographic from Monetate revealed email is more effective at driving conversions than either search engine optimization or social media.

Tips for raising conversions with email
If you're looking to drive more traffic to your online wine store, email could be the appropriate tool. However, this marketing channel has evolved over time and there are some new developments to be aware of. Here is some advice on creating more effective email marketing campaigns:

  • Be consistent in email and winery websites: One of the biggest mistakes you can make is trying to lure customers to your website from an email and failing to display matching products on the landing page. If you're promoting a new seasonal wine with your marketing efforts, your website should reflect this or visitors may leave immediately. If your email highlighted a special offer, the landing page should mention it as well.
  • Don't send generic messages: Segmented email messages have a 50 percent higher click-through rate than blanket emails, according to Monetate. While splitting your email list into multiple groups may seem complicated, basic segmentation can lead to significantly higher conversions. For example, retargeting emails can re-engage clients who previously browsed particular product pages on your website. Generic offers won't lead to increased click-throughs.
  • Personalization can drive results, but don't go overboard: Email personalization has emerged from the need to form deeper connections with customers and have actual conversations instead of one-way marketing tactics, Essential Retail stated. However, it's important not to confuse personalization with product recommendations. Consumers are wary of brands getting too familiar with them. It's crucial not to overstep the bounds in customer relationships or people may unsubscribe from your list.
  • Consider responsive design: The number of people reading emails from smartphones and tablets continues to increase, and wine merchants need a way to accommodate recipients' devices of choice. Clients will be frustrated if they receive too many emails that can't be viewed from a smartphone. However, each device has a different screen size, which makes it harder to design messages. Responsive design is a good way to manage this issue because it enables messages and Web pages to adapt to the screen size of the particular device used to access it. In fact, Monetate revealed this practice can increase email views on iPads by 73 percent in the course of four months. This tactic can also help you design better landing pages, which can keep visitors on your website.

Make more online wine sales with email
Email marketing is one of the most valuable tools available to wineries. You can experiment with different tactics to determine what works best, especially when it comes to different customer segments. Many of these new developments in email marketing will help you create more intelligent campaigns and build lasting relationships with clients.

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


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