Your winery is doing email marketing wrong
Probably. When we think about who your subscribers are, we can confidently assume they want to feel like they’ve made a connection with someone on the inside. With this in mind, it is easy to see how your winery’s email newsletters can form the basis of that connection, building brand loyalty and creating a stronger connection for years to come.
But 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, rarely communicating anything of value, and instead used as a digital ATM for extracting cash from subscribers.
Naturally, this is to the detriment of your relationships.
For Wineries, Email Marketing 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 have an opportunity to communicate directly with your customers. You can tell them what’s been going on at the winery, and it hasn’t been the same without them (for those who haven’t visited in a while). You can ask them what they liked most about a particular tour, and what they liked least. You can segment your audience down to teeny-tiny little groups and get personal with them.
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
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.
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