Originally published in Grapevine Magazine March/April 2016 Issue 

“This article is an update from Part One which I shared with The Grapevine Magazine readers in July 2015. It’s my feeling that email marketing is more important than ever as a strategic part of your DTC Marketing programs.The Persistence and Benefits of Email Marketing.” Carl Giavanti

Co-Authored by Carl Giavanti & Patty Ross

Why does email marketing persist? I ask this because there are so many other exciting marketing subjects such as next gen wine clubs, experienced based tasting room programs, paid advertising on social media platforms, text marketing, mobile marketing, and Winery PR. To paraphrase, it appears that the death of email marketing has been greatly exaggerated. And here’s why – Patty Ross, a DTC Consultant Network member, and owner of Virtually For You says “For every $1.00 invested, email marketing is shown to return $44.25 according to a study by EmailExpert on the ROI of email marketing. It has the highest conversion rate by far of any other form of direct marketing.”

Email marketing persists because it’s affordable and indispensable to your DTC success; and email marketing is one of the best ways to facilitate communications and build brand loyalty; and to promote either owned content (your website, blog, photos, videos, etc.), or to use earned media (your 3rd party endorsements, media coverage, accolades). It also persists because it is low risk to subscribers, permission based and your followers will receive information related to their specific interests.

Benefits of Email Marketing:

  • Subscription is opt in and can easily be cancelled, so there is little risk for new followers
  • Subscribers will receive your communications, unlike social posts which are now highly filtered
  • Can promote adding your email to address books, and your email will definitely land in Inboxes
  • Email Marketing System publishing is now highly integrated with social media networks
  • Analytics and Tracking allow you to see results (opens, clicks, bounces), so you can take action
  • Multiple collection options include paper signup forms, iPad or Tablets, your website, and POS

How to Get Started

If you are not already sending emails to your lists, start by creating an annual marketing calendar. Map out the full year, considering all holidays, winery club events, new releases and area events you may be involved in. Then fill in the calendar with promotions you may typically run like Black Friday specials, library releases, etc. Putting your winery business on a calendar ahead of time also helps you see what you might need to plan to attract new visitors and bring in wine club members on a regular basis. This may seem basic, but many wineries tend to operate “on the fly” and give up when they run out of ideas. You can always adjust the plan as you add events or promotions, but get the foundation down.

Test, Test, Analyze and Test

Once you start sending emails, make sure you test different types of emails, do split tests known as A/B testing to see what different approaches work best and analyze the results so you can adjust your approach next time. All E-Mail Marketing platforms provide basic analytics like open and click through rates. You can also link your emails to Google Analytics and create “goals” to follow the links and clicks all the way to a sale. You should know the basics of Opens, Clicks and Conversions to help you get the most out of your email campaigns.

All of this brings me to the point of this article. Email Marketing is a proven driver of actions you want your current and prospective customers to take. It’s inexpensive and you can segment and target your audience specific to their interests and track the results. If your winery has a tasting room, this is where you drive traffic to promote your wines, and where you’ll be able to really connect with people. And, if subscribers are out of state, you can communicate by pointing them to your website and hope to transact business there. If you’re one of my email subscribers and read this article in my next newsletter, I’ll suggest that you “click here to read more”, which takes you out to my website blog page where this article resides. I want you to read the conclusion of this article on my website, which is my point here. It’s difficult to sell wine with newsletters and social media, but you can create calls to action that take your customers where you can sell wine, either in person or on your website.

Successful Content Marketing is imperative for small producers to build their brands and to sell with direct to consumer. Targeted content increases the likelihood of success. Use strong Subject Lines to build immediate curiosity as attention spans and reading times are so short these days. Segment your email lists and deliver content relevant to specific group’s interests. Shipping promos for out of state subscribers and local events for those in state are simple examples.

How many email subscribers do you need? The answer is as many as you can get, and more specifically a minimum of 1,000 to 5,000 are good goals. If you aren’t already incenting your staff to sell signups, please do so. I attended the 2016 DTC Wine Symposium and the range of spiffs paid per signup was reported as $1-$5.00 each. Sound like a lot? Would you pay $2.50 for a return on investment of $44.25? You bet you would.

Be Consistent!

I can never say that enough. Consistency is truly the key when it comes to e-mail marketing. Don’t send out one email and then give up. Don’t be afraid to send more emails to general interest subscribers; and your club members want to hear beyond reminders to update their credit card. Use the 80/20 rule (Educate/Promote) and you’ll be fine. Your subscribers will appreciate it, and when you do offer special deals they’ll take notice. And don’t relegate e-mail marketing duties to your already busy wine club or tasting room manager where the job of sending e-mails usually falls behind taking care of visitors, doing tours and washing glasses. Find a dedicated person to help you keep the calendar on track! Newsletter marketing will boost wines sales and the effects can be immediate.

CARL GIAVANTI has been involved in business marketing and public relations for over 25-years; originally in technology, digital marketing and project management, and now as a winery media relations consultant. Carl started by focusing on DTC Marketing for wineries 7 years ago, and formed a Winery PR Consultancy over 4 years ago (www.CarlGiavantiConsulting.com/Media). Clients are or have been in Napa Valley, the Carneros, Willamette Valley, and the Columbia Gorge.

PATTY ROSS, owner of Virtually For You (http://www.goldenstatemarketing.net) has been assisting wineries and other small businesses with digital marketing, social media, email marketing, tasting room support and wine club logistics for almost 15 years. Patty’s has helped winery clients in Napa, Sonoma, Monterey, Mendocino and Paso Robles, and currently resides on the Central Coast of California.


Posted on: February 1, 2017, by : californiawine

Leave a Reply

Your email address will not be published. Required fields are marked *

Stay Informed!
Get News, Events and Blog Updates First
We respect your privacy.

LEGGI Sesso, ecco chi sono i sette nemici degli uomini e come sconfiggerli La figura del soggetto desiderante, infatti, si può en que farmacia venden viagra sin receta interpretare come un avatar del soggetto “libero” di partecipare allo scambio commerciale, che già Marx, nel Capitale, propecia on line presentava come una condizione e un prodotto dell’espansione dei rapporti di produzione capitalistici. È interessante quando acquistare kamagra jelly online abbiamo un paziente, avere una visione sistemica dello stesso e quindi immaginarselo immerso al centro di una rete di relazioni, comprare viagra online in italia che in maniera più o meno significativa, influenzano lo stesso, i suoi sistemi di significato, le sue emozioni, il suo stile di vita.

Il sangue convoglia più ossigeno e assicura la tonificazione e il rafforzamento degli organi genitali, che riprendono lentamente la http://politeia-centrostudi.org/doc/Selezione/54/78998.html loro normale funzionalità, favorendo una sessualità più consapevole e appagante. *Eiaculazione precoce di media entità:entro acquistare priligy on line 1-3minuti o 10-20 spinte È importante, inoltre, sensibilizzare tutti i pazienti a rischio di sindrome metabolica sull’importanza di acquistare cialis generico in italia un cambio drastico delle abitudini di vita, a partire dalla pratica regolare di attività fisica. La medicina possiede, a tutti gli acquisto viagra italia effetti, una speciale religiosità e una propria filosofia. Non dovete avere preferenze particolari per nessuno degli altri due partecipanti.

Ognuno ha delle cose che non ama fare, spiega l'attore: “Dopo i 50 anni si apre un nuovo ciclo in cui sessualità e https://senza-ricetta.org/cialis-senza-ricetta/ amore possono regalare grandi soddisfazioni – si legge nel libro – soprattutto oggi che la vita media si è come avere cialis senza ricetta allungata. Non ci vuole certamente un genio per capire che le prestazioni sessuali dopo i 50 anni non possono certamente http://sunmedical.it/cmadmin/images/files/42096.html essere paragonabili a quelle di un ragazzino. Alcuni uomini amano, inoltre, essere leccati nella zona del perineo e dei viagra generico farmacia italia testicoli in generale. Il peperoncino agisce sulla circolazione sanguigna e nell’uomo ha come effetto una più rapida erezione.

In alcuni casi queste donne possono aver avuto un’esperienza sessuale precedente cattiva o possono avere una mancanza di corretta Brand Viagra Prezzo Farmacia Italia conoscenza circa la propria sessualità. Per conoscere le tariffe aggiornate puoi fare contattare direttamente ad un operatore di Enel comprar cialis generico Energia, tramite contatto telefonico o servizio chat. In alcuni casi il problema di erezione può essere un effetto collaterale di un dove acquistare levitra senza ricett particolare farmaco che si sta assumendo e potrebbe essere necessario la sua regolazione o sostituzione. I sintomi devono essere http://www.flyemotion.it/mobile/full/3048.html presenti da almeno 6 mesi, causare un forte disagio personale/relazionale e devono manifestarsi come la forma di sessualità esclusiva o prevalente.

Fino a cinquanta anni fa non si poteva parlare di sesso e di amore per pudore e l’uomo, non avendo confronti se non sito sicuro dove comprare cialis tra amici, viveva i problemi come drammi, non parlava mai di sé con un medico, uno specialista, come spiega Vincenzo priligy generico forum Mirone (ordinario di Urologia a Napoli). Quindi, fatevi guardare mentre vi spogliate, muovete il vostro corpo al fine vendita cialis in svizzera di attirare l’attenzione del vostro uomo, lasciatevi spiare da buco della serratura in atteggiamenti molto intimi. http://adt.educagri.fr/editer_img/edit/viagra-on-line.html avere una disfunzione erettile non significa non essere fertile o non essere capace di avere un orgasmo o un' eiaculazione.