sort by

How To Turn Tasting Room Visitors into Online Buyers

Adrienne Stillman
Apr 25, 2017   |   Adrienne Stillman Recommended for:   Marketing, Ecommerce, Tasting Room & Hospitality
Marketing Bootcamp Marketing Bootcamp

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, 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!

New call-to-action

Get More Tasting Room Tips

Download our eBook:

Learn how WineDirect can help you convert more online shoppers

REQUEST A DEMO

Find more resources from this category.

Boost Cyber Monday Sales Tip Sheet
Tip Sheet: How to Boost Cyber Monday Sales at Your Winery

Cyber Monday is a shopping tradition that's here to stay - use our guide to drive holiday DTC sales.

Marketing, Ecommerce

Reviews Blog Banner Image
5 Reasons Why Your Winery Should Care About Product Reviews

Learn why reviews are crucial for your winery and how they help create a positive shopping experience.

Marketing, Ecommerce

Maximize Holiday Sales coverphoto
Your Roadmap to Holiday DTC Magic

Follow these steps to drive DTC growth through online sales this holiday season.

Marketing

Get More Tasting Room Tips

Download our eBook:

Learn how WineDirect can help you convert more online shoppers

REQUEST A DEMO

Ready to get started?

explore plans book a demo
This website stores cookies on your computer. These cookies are used to improve your website experience and provide more personalized services to you, both on this website and through other media. To find out more about the cookies we use, see our privacy policy.