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.