Sheri Hebbeln
December 23, 2013 | Email Marketing | Sheri Hebbeln

Wine and Email Marketing - A Match Made in Heaven

Email marketing is far from dead. In fact, just like wine - it's getting better with age. You may need to make adjustments to maintain effectiveness, but email is still one of the best wine marketing methods you can use.

In the past, retailers used a uniform, blanket approach to email marketing, which may be why many marketing experts were predicting the medium's death for years. But now there are a variety of tools you can use to segment your database and send highly targeted messages to your subscribers, according to Fox Business.

The latest trend in email marketing is agile marketing. Rather than just segmenting customers, these emails can adapt the message based on when the recipient is reading it. For example, if you send an email regarding a limited time promotion, the message would be able to count off the time. Agile marketing can even adapt to the device people are using to read it.

Despite what you may have heard, sales from email are actually increasing, Business 2 Community said. Even if it's the oldest online technique in your marketing cellar, it shouldn't be forgotten.

Email connects you with customers
Even though it may seem counterintuitive because this communication channel allows you to talk to customers from behind a computer screen, it's actually a great way to build a relationship in the digital age. Online wine sales are increasing for many organizations, but clients still want a one-on-one connection with the companies they purchase from.

Now, you might be thinking, what about social media? It's true that these networks have emerged as another platform to get in touch with consumers online, but email is still important because it's more personal than addressing your customer base through one Facebook status. Social media is a place for individuals to voice opinions about brands and engage in discussions. Email is a venue where they can receive more personal attention from a winery.

Grow sales with email
Email isn't just good for customer relations - it's good for revenue too. Citing data from Custora, Business 2 Community said sales from email marketing have quadrupled since 2009. That's a lot of growth in four years from a medium that is supposedly on its last legs. Because email is such a strong relationship building tool, it can help you form deep connections with your wine club members and loyal customers. Loyal clients are more likely to spend more, so you can quickly see higher online revenues if you utilize this channel properly.

More email tips
As you can see, there's still pretty convincing evidence for the effectiveness of email. This form of communication will likely be around for years to come. Fox Business listed some ways your winery can improve email campaigns to boost client loyalty and sales at the same time:

  • Use video or multimedia to keep it fresh: One way to keep email kicking is to incorporate more visual elements to boost recipient engagement.
  • Personalization: Some people think personalization just entails putting the recipient's name in the subject line, but there is a lot more you can do with this, and it can go a long way toward building lasting relationships with clients. You can use CRM data to craft special messages to wine club members.
  • Fulfillment information: Wine shipping can be stressful for everyone involved. One way to put customers' minds at ease is to include real-time shipping information in confirmation messages so they can have a reasonable expectation of when their purchase will arrive.
  • Highlight your best sellers: This can be a great way to move more merchandise. Since your top-selling wine may change seasonally, it's a great way to keep campaigns fresh. 


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