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How To Turn Tasting Room Visitors into Online Buyers

Adrienne Stillman
Apr 25, 2017   |   Adrienne Stillman Recommended for:   Marketing, Ecommerce, Tasting Room & Hospitality
Vin65 Thank You Email Vin65 Thank You Email

Tasting Room sales account for a large percentage of DTC winery sales and often an even larger share of new customer sales. But once your guest has left the Tasting Room, how do you turn that first sale into a long term relationship? And since many guests will never return to your physical location, how can you keep them engaged and buying online? Here's one simple way.

Step 1: Ask for the Email

Without an email address, your tasting room visitor is just a lost opportunity for future sales. And since according to UPS 41% of adults prefer an email receipt to a printed one, this is a pretty easy ask. (Check out this blog post for more ideas on how to grow your winery's email list.)

Step 2: Send a Thank You Note

This is one of the simplest and most impactful things you can do: after a Tasting Room visit, send a thank you email with some kind of special offer. With WineDirect, our Action Emails make this easy to automate, and the "Thank You" email converts at 7.5%, almost triple the average email conversion rate.

What does that mean for your bottom line? Here's an example:

 Tasting Room Transactions / Day  50
 Email Capture Rate  50%
 Thank You Emails Sent  25
 Number of Online Purchases (7.5% conversion rate)  1.875
 Average Order Value  $318
 Net New Ecommerce Sales / Day  $596.25
 Net New Ecommerce Sales / Year $131,175

From this perspective, the value of a single email address to this winery is $11.92

Step 3: Send Consistent Emails

It's important to be consistent with your email strategy. One of the best ways to generate a lot of Unsubscribes on an email campaign is not to send them often enough, beause people forget about your brand. In general, 6-8 weeks is a good interval for communication, but if you have something really relevant and timely, sending more often is fine.

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