Tags: Winery Email Marketing

Multiple Cross-Channel Winery Marketing Revolves around Email

Beyond • June 1, 2011

Proliferating channels of online communication have created a situation where most online wine marketers currently involve themselves in an integrated multiple channel approach. This strategy is critical in order to appeal to the wine lovers on whatever channel they may be using at any particular time, as well as at different stages of the buying cycle. Wineries have found that the integration approach allows them to maintain a productive dialogue with their prospects, as well as accelerating the lead-to-sales process, while pushing their valuable leads downstream and finally to the checkout. Interestingly, email remains firmly ensconced at the core of online marketing strategies. Marketers Use Email Twice as Much as Facebook to Dialogue with Prospects A stunning 98% of all online marketers are employing email to dialogue with their prospects, compared to just 51% using Twitter, 47% utilizing Facebook and less than 40% turning to LinkedIn or blogging. SMS and other forms of texting are down to a mere 10%. Email’s ROI Is Double That of Any Other Medium Email’s inherent advantages of dynamicism, trackability and triggerability provide it with a wealth of benefits that no other channel can easily emulate. Return On Investment (ROI) is the primary determinant of the success of any marketing approach, and according to the Direct Marketing Association (DMA) 2009 “Power Of Direct Marketing” report, email marketing provides an ROI that is approximately double that of the next closest competing marketing medium. The DMA study found that for each $1 invested in email marketing, a thoroughly remarkable return of $43.62 was obtained: a rate that cannot be remotely approached in any other manner, even via the highly touted social networks. Social Sharing Links Increase Email Reach by 24% Even a powerhouse marketing approach such as email marketing should not stand alone in a winery’s overall online marketing strategy. Still greater returns may be obtained by playing off of the inherent symbiotic relationships between multiple online communications channels. Assisting your wine consuming audience to access content in one channel and share it with like-minded potential wine buyers in another channel is a wise policy adopted by a vast number of winery owners and managers. For example, statistics show that the inclusion of social network sharing links in email marketing missives increases the overall reach of the message by a median 24%. Cross-channel approaches may find you connecting your wine blogs through Twitter and placing links on your Facebook page, and the most effective strategy is always to ensure that these linkages are firmly connected to every single email newsletter you send in the course of your campaign. Provide Fresh, Entertaining Cross-Channel Content Engaging your wine buying customers in a cross-channel format should not simply parrot content from one media platform to another. If you are promoting a specific newsletter article, for example, don’t just copy and paste it onto your Facebook page or run verbatim quotes in your Twitter feed. You are promoting the article, not simply distributing it through different platforms, so you might want to cross link your article to another relevant content location whether it is on your website or on an independent blog. Consider having your Twitter entries reflect some humorous or “behind the scenes” winery anecdote that reflects on the primary article. Why not share with your audience funny factoids such as the one about when Winona Ryder and Johnny Depp were engaged and the romantic groom-to-be had \"Winona Forever\" tattooed on his arm. When the couple split up just three years later, Depp had the tattoo surgically altered to read \"Wino Forever.\" Email marketing has proven to be the preferred manner for wineries to nurture their subscribers through the prolonged buying cycles that are an integral part of the seasonal nature of wine sales. When wineries provide content that is fully relevant and has significant essential value, the process of engagement becomes organic and self-perpetuating.


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Crafting the Best Winery ‘Cart Abandonment Email’ Strategy

Beyond • May 25, 2011

Industry studies have proven that less than one out of every five online retailers have a cart abandonment campaign. If you’re among the majority of wineries without one, you might be well advised to implement an effective triggered email program. You may find that there are plenty of bottle sales hidden away in that abandoned pile of carts. 90% of All Leads Go Cold in 1 Hour A study by the Massachusetts Institute of Technology proved that 90% of all online leads go cold within just one hour while the E-tailing Group found that the average time companies take to send out a cart abandonment email is more than six days and three hours. You don’t have to be a Ph.D. statistician to figure out that there is a fundamental disconnect here. The faster you engage your cart abandoning customer, the better the chance that they will still be interested in rekindling the sale and haven’t already gone off to stock up on Grüner Veltliner at your competitor’s site. Sending a Cart Abandonment Email Is Not Stalking Some wineries shy away from cart abandonment emails as they might fear that the approach could be seen as overly aggressive. No consumer appreciates being chased by a rabid high pressure salesperson waving bottles of Primitivo all the way into the parking lot, but a cart abandonment email that adopts a customer service tone can be seen as helpful rather than stalking. If your cart abandonment email focuses on enquiring if the customer had a technical or other problem completing the checkout and offering the services of a live agent chat or call center conversation, your wine lover may choose to get off the fence and complete the purchase. One Email Is Not Enough... Three in a Week Is Just Right Less than one third of all online retailers who do manage to send cart abandonment emails ever bother to send any subsequent messages. This one shot approach is not as statistically successful as an optimal cart abandonment campaign that sees the first email sent within an hour, the second about 24 hours later and a third approximately a week later. Mixing up the content of these emails is the most effective methodology, as sending three virtually identical emails over the course of a week can come off as overly pertinacious. Randomize Your Customer Incentives About two thirds of all e-tailers sending cart abandonment emails do not offer any form of incentive to complete the purchase. This approach seems self-defeating, as without any motivational offer the entire process then takes on the aspect of cajoling your customer. Randomizing the offers will help to keep your habitual customers guessing. Yours wouldn’t be the first winery to offer free shipping to all cart abandoners only to find that the word gets out and all your customers leave their carts behind waiting for the email to arrive that will save them the shipping charge. While the reasons to implement a coherent cart abandonment email campaign are irrefutable, many wineries are still hesitant to create a browse abandonment promotional process. A browse abandonment usually takes the form of an email sent to a subscriber who has reviewed various pages on your site without initiating a cart. These emails can point out other wines that the customer might also appreciate. If they were browsing a page on your Late Harvest Riesling, they might be interested in reading about your Late Harvest Vidal. However, they can also point out the characteristics of a completely different varietal such as a Shiraz Cabernet, or even point to an upcoming event page. Shying away from offering discounts and free shipping is the best policy; if you don’t want your customers to learn that all they have to do is abandon a cart to get a valuable incentive, letting the word spread that all they have to do is just click on any page will make your special offers no longer quite so special!


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The Email Alternative to Winery Closed Network Sales Sites

Beyond • May 11, 2011

The last couple of years have seen a new form of online winery sales strategy develop: The Closed Network or Flash Site. Most of these deals center around reputable sites that receive upwards of 100,000 page views per month such as wine.woot.com, wineshopper.com, lot18.com, cinderellawine.com and winestillsoldout.com. These massively popular sites have shown a remarkable ability to move an extraordinary number of cases in a very short time, albeit at a stiff discount. However, there is an email alternative that may be more palatable to many wineries. Flash Sites Sell Your Wine for a Pittance The process whereby these sites sell your wine is through special limited time sales. Although there are a number of alternative methods, most will only sell one particular wine at a time and they will continue until they’re sold out. The stronger and more popular sites can sell out of hundreds of cases within hours or even minutes. They have accumulated a large group of wine aficionados who are ready to jump on deals for their favorite varietals and the sheer number of orders that can cascade in when the right wine is offered at the right price can be outright stunning. Due to the extreme discounts these sales sites apply to your wines, they are not to be considered a conventional sales outlet but only a place where you can go to turn some moribund stock into a bit of quick cash… with the emphasis on “a bit.” Your Distributors Will Not Be Amused Aside from the reputable sites noted above, there are many other Flash sites (which shall go unnamed) that run strictly predatory operations. They will pay the winery barely a third of the heavily discounted retail price, so if your suggested retail is $25, they will sell your wine for about $12 with less than four bucks coming back to you. Some wineries are finding that if they have to sell their wine that cheap they’re going to go out of business. If the regrettably low price they have to receive for their product is not bad enough, their distributors are going to object forcefully to the wines they are contracted to sell doing an end run around their own channel. Try the Email Closed Sale! If the bank is knocking on the door you might well be tempted to ship a considerable portion of your inventory to one of these sites. In those cases you’ll find that it is a superlative way to accumulate some quick much-needed cash, as many of these sites will cut you a check within a few days. If you’re not skirting financial disaster to quite that extent, you might want to consider adopting some of the Flash sites’ tactics but in a way that preserves your relationship with your distributors and allows you to actually get a respectable amount of money for each bottle: The Email Marketing Closed Sale! A Flash Sale for Your Subscribers Only You can start by setting up a page on your site specifically to run your own Flash sales. You can match or even beat the price of similar wines on the standard sites, but with the advantage that you get 100% of the sale price instead of around 30%. Now you can inform your subscribers of the new feature via your email marketing. Of course you’re going to surreptitiously drop in social networking share buttons to facilitate the passing along of this valuable information to their clique on Facebook and Twitter. Although your offer is being sent only to your subscribers, you certainly want to welcome their friends when they want to take advantage of the great deals! A robots.txt exclusion will keep that page from being indexed by the search engines so that the visitors can be limited to your subscribers and friends. An Email Closed Sale doesn’t broadcast to the world that you’re blowing out your wines in a fire sale for pennies on the dollar, but will be seen by your subscribers as a great way for your special customers to enjoy your fine wines more often.


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Benchmark Email Presents: Winery Email Marketing

Benchmark Email Presents: Winery Email Marketing

Beyond • December 30, 2010

The succulent grape, the aromatic red, a dry chardonnay, the eternal fizz of a celebratory bubbly... There is something about wine, its fragrances and varietals, that delights the senses and sends a tingle into even a casual taster\'s tongue. Of course, wine is a communal pleasure and can be enjoyed from every sort of setting whether it comes in boxes or ancient casks. Of an estimated 30,000 wineries around the world, nearly a quarter are based in the United States. They range in size from huge corporate brands to kitchen table mom and pops. Fortuitously, the internet has proven a great equalizer in terms of raising awareness and winery marketing has yet to be distilled to its finest form. If you operate a winery, are thinking of starting your own brand, or even would like to see how an industry takes advantage of focused email marketing, read Benchmark Email\'s free guide on Winery Email Marketing. Commissioned as a white paper and filled with comprehensive details and interviews, Winery Email Marketing covers over 150 wineries to explore how wine makers and distributors are currently using newsletters and marketing metrics (or not) and how email statistics and subscribers can be optimized to their fullest advantage. The guide covers a range of topics including (but not limited to): Individual Winery Approaches to Email Marketing Building Subscriber Lists Winery Email Marketing Short Term and Long Term Goals Conversion Rates Branding by Designing the Message Testing with Varying Content Privacy Policies and CAN-SPAM Compliance Head on over to our Email Marketing Manuals section to discover Winery Email Marketing: The Successes, the Shortcomings, and the Solutions.


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