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
Email Capture Rate
Thank You Emails Sent
Number of Online Purchases (7.5% conversion rate)
Average Order Value
Net New Ecommerce Sales / Day
Net New Ecommerce Sales / Year
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, because people forget about your brand. In general, 6-8 weeks is a good minimum interval for communication, but if you have something relevant and timely, sending more often is fine. More than 60% of emails are read on mobile devices, to make sure your emails are mobile-friendly. In general, this means less text is better. Include a snippet with a link to learn more if you have lengthy content to share. Include big buttons for ease of use and remember to ask for the sale!
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