For the vast majority of the 10,000+ wineries in the U.S. today, email marketing is the single most under-utilized marketing channel available. Almost never used to its potential for relationship building or increasing brand loyalty, wineries instead use email marketing as a digital ATM designed to suck cash out of their subscribers.
But before you go and bang out that next email, consider whether you have a positive or negative balance with your subscribers.

Email Marketing for Wineries is about Relationships

If, instead of thinking of email marketing as a bank vault, we think of email marketing for its potential to build stronger, more loyal relationships between your winery and your email subscribers, we begin to see how it might be treated differently.

 

Relationships, after all, are are a two-way street. You give, and you receive. With your winery’s email marketing, you are giving worthwhile, engaging content, while not constantly badgering your readers or wasting their time. The moment you forget that you’re in a relationship, you begin to lose your audience.

 

So, before you go and bang out another email, ask yourself if you’re putting something into the relationship, or making a withdrawal?

 

But the problem is, it takes talent to produce lively, engaging email content that makes your readers want to buy more wine, without always pushing them to do so.

 

So what’s the solution?

Regular email content in your winery’s brand voice

One of the most important components of using email marketing as a tool for your winery to strengthen relationships is to produce regular content that is consistently in your winery’s brand voice. That is, written in the tone that communicates who you are. If you need some examples of what this means, take a quick look at the tone used on the website of Tank Garage Winery and compare it with that of Opus One.

 

If your winery lacks the in-house staff to produce engaging email content designed to frequently tell your audience how much you care about them, we can write your email content for you, in a tone that will sound recognizably as being from your winery. We’ll create an editorial calendar for your approval, and we’ll then send you email content ahead of each edition for you to approve or edit however you desire.

 

Take a look at some of of our email marketing packages and pricing, or just tell us what you need and we’ll develop a package just for you.

7 Things email marketing can do that Instagram can’t

Deliver traffic to personalized landing pages on your website

Send custom offers to specified segments of your audience

Track exactly who viewed your message, and who clicked links within it

Increase conversion rates using personalized emails and personalized landing pages

Send personalized offers to your wine club members

Send exclusive invitations to your most engaged wine club members

Increase subscriber and wine club loyalty using a series of educational emails

But, Is Email Marketing Still Effective?

“For the last few years, it’s been widely assumed that email would fade away because Millennials weren’t going to use it.” But it turns out that the opposite is true, according to  Ryan Phelan, VP of Marketing for Adestra in an interview with Inc. Magazine³. Citing findings from Adestra’s recent Consumer Adoption and Usage Study of over 1,200 participants, Phelan reports that 73% of Millennials say they prefer to receive communications from a business via email. “Email continues to be a part of everyday life across all age groups, with consumers literally hanging out in their inboxes all day long.”

One clear advantage that email has over social media is that it’s way too easy for your social media followers to scroll past your Instagram or Twitter posts, whereas your email subscribers are a little more captive of an audience. From the Adestra study, 59 percent said they would leave an email unread and return to it later, and 33 percent say they use flags in their email client to mark emails they want to read later.

However, it is still common to see wineries focusing a lot of their marketing efforts on social media, while neglecting to craft even a single email newsletter per month. This is surprising considering Instagram’s effectiveness at keeping their users on their platform, with a very low rate of clicks off to other websites (you can check this for yourself by viewing your website’s analytics data, where you can track the number of referrals your website is receiving from social media). Email campaigns in the wine industry, by contrast, often see click-through rates of 20% or more.

Need help designing your winery’s email templates?

A library of pre-designed email templates is a big help in removing the hurdles that get in the way of quickly preparing on-brand emails to send out to segments of your audience. We provide email templates that are on-brand and allow for various forms of communication, from minimally branded text-based emails that look like they’re a one-to-one communication all the way up to highly designed, image-rich templates that are super easy to edit. We can provide email templates for flash sales, event promotions, or just staying in touch.

We can help you use email as a tool for increasing business, even while sending emails that are not sales promotions. You’ll be seeing a return on your email marketing dollars in the form of better engagement, increased sales, and longer wine club tenure. You can get started right here with a quick click and a conversation.

Source:

¹ http://www.fastcodesign.com/1670679/ good-design-is-good-business-an-introduction
² http://www.forbes.com/sites/gyro/2012/05/03 /welcome-to-the-era-of-design
³ https://www.inc.com/peter-roesler/study-shows-email-marketing-still-popular-and-effective-with-millennials.html