6 Tips When Starting your DtC Wine Email Marketing Campaign

Delaney McDonald
March 31, 2020

If you are looking to boost sales and highlight direct-to-consumer wine shipping, email marketing can be a great way to do so—perhaps now more than ever in this time of social distancing, when communicating through technology has never been more relevant. 

Email marketing in particular can be a significant part of how your winery stays visible during this time of social disconnect. Landing in your customers’ and prospects’ inboxes can be an effective approach to maintaining top-of-mind awareness and letting them know that they can purchase your wine online and have it delivered right to their door. 

1. Sending your message to the right people

When setting up an email marketing campaign make sure you are adding the right people to the distribution list. Refine your contacts to focus on returning customers or people who have shown interest in the past, maybe at your tasting room or by signing up for a promotion or event on your website. This is a great place to start because they are already familiar with your brand and your wines.

Marketing emails should be helpful, informative and relevant. For some people on your distribution list these emails will simply increase brand awareness, but for others, they will drive traffic to your ecommerce platform, and in turn, build sales. In both situations, it’s important not to over-communicate by sending too many messages in a short time period. According to HubSpot, 78 percent of consumers have unsubscribed from lists because a brand was sending too many emails. 

2. Keep your subject line short

This is the most important element in your email marketing campaign—if you don’t have a subject line that sparks interest, readers will not open your email, or in turn, go to the intended destination of your website or ecommerce platform. Having an intriguing subject line opens the door, it’s the first step to getting the customer’s attention and introduces communication between you and them.

Email subject lines with the highest open rate are usually one to three words long. It’s also important to make the subject line relevant to what the email copy is discussing, consider adding “DtC”, “wine”,“wine shipping” or other descriptive language in the subject line to hint to the recipient what you intend to discuss.

3. Have one central topic or idea in the body of your email

Having a clear message and theme to the body (copy) of your email is important when getting the reader to view the entire email. Keep it short, concise and informative. You want to ensure that the reader understands exactly what you’re trying to explain or promote without getting confused or distracted. This will increase your email click rate and drive more traffic to your ecommerce platform.

For example, you could focus on how direct-to-consumer shipping can bring some much needed normalcy during these unprecedented times. Describe your customers and prospects being about to enjoy a glass of their favorite wine with dinner or over the weekend like they used to do before social distancing. Share how DtC wine shipping brings convenience to your customer’s life and allows them to not skip out on the little luxuries when staying at home. 

4. Use an informal and familiar tone throughout the email

When drafting the body of your emails, maintaining a familiar tone can help you get the reader to stay engaged and arrive at the call-to-action (CTA). People get marketing emails from businesses daily, using a tone that isn’t as formal or sales-y can help you stand out and keep the reader’s attention.

5. Use images to support your message

The use of images can help showcase your brand and the option of DtC shipping. People like to look at pretty things, and in a time where most are stuck inside their homes, a beautiful image can enhance your message. This can be a great opportunity to show a stunning image of your vineyard, or remind them of the great tasting room they have previously visited. When adding an image, it’s important to consider how it will be displayed on a phone in addition to a desktop, as 55% of emails opened on a mobile device.

6. Make the most of your CTA

Having one CTA increases the likelihood that someone does follow through and click on the link you want. Remember, the ultimate goal of an email marketing campaign is to get people to complete a certain action, like visit a website or make a purchase.

The CTA is the final push in your email to drive traffic to your ecommerce platform. Making it clear, concise and actionable will increase the click rate. After demonstrating the value of DtC wine shipping to your customers, make it as easy as possible for them to get to your ecommerce platform and place an order.

A successful email marketing campaign 

In an effective email campaign, you’ll demonstrate the benefits to your prospects and customers that with just a few clicks of a button, they can still enjoy their favorite wines in these unusual times with DtC shipping. After successfully sharing this message you can expect that your ecommerce platform visits will increase, and your sales, too.

Sign up for Email Updates

Stay up to date with the latest tax and compliance updates that may impact your business.

Author

Delaney McDonald

Share This Post

LATAM VAT & Fiscal Reporting
May 20, 2020
Sovos Acquires Taxweb, Extends Tax Determination Capabilities in World’s Most Challenging Compliance Landscape

Earlier this month Sovos announced its second acquisition of 2020, completing our solution for Brazil with an unparalleled offering that solves tax compliance in the place where it is most challenging to do so.  Too many companies doing business in Brazil have been burdened by managing multiple point solutions for continuous transaction controls (CTCs), tax […]

ShipCompliant United States
May 28, 2020
Ask Alex: Your Bev Alc Compliance Questions Answered (May 2020)

  Do you have questions about the rules, regulations, and compliance requirements of the beverage alcohol industry? This series, Ask Alex, is a perfect opportunity to get those pressing questions answered straight from one of the industry’s regulation and market experts, Alex Koral, Senior Regulation Counsel, Sovos ShipCompliant.  To take advantage of this opportunity and […]

E-Invoicing Compliance EMEA
May 28, 2020
Turkey’s Transition Conditions for E-ledger

On October 19, 2019, the Turkish Revenue Administration (TRA) published a communique making the e-ledger application mandatory for e-invoice users, companies subject to an independent audit, and companies identified by the Presidency to have poor tax compliance.  The e-ledger application enables businesses to create the legally mandated general journals and ledgers and submit e-ledger summary […]

ShipCompliant United States
May 27, 2020
How Technology Partnerships Improve DtC Compliance

To be an expert, one has a specialty. Ours is beverage alcohol compliance. Since compliance sits at the heart of operations, being connected at every step helps our customers focus on their business instead spending countless hours on manual processes. Compliance is challenging, but we make it easier with a large and robust network of […]

EMEA IPT Tax Compliance
May 26, 2020
Why IPT Reporting is so Complex for Insurers

Accurately calculating insurance premium tax (IPT) for reporting can be complex.  And the ramifications of getting it wrong can be far reaching from impacting profit margins to unwelcome audits, fines and damage to your company’s reputation in the market and with customers. Calculation methods When I speak to customers about how they calculate insurance premium […]

EMEA Tax Compliance VAT & Fiscal Reporting
May 26, 2020
The Future of VAT in Northern Ireland

As negotiations to determine the future relationship between the EU and UK beyond the end of the transition period resume, after a COVID-19 initiated pause, it’s worth taking a moment to review some of the anticipated VAT implications of Brexit, and in particular the impact on Northern Ireland. Prior to the UK leaving the EU, […]