WHY EMAIL MARKETING (Part 2) The Persistence and Benefits of Email Marketing
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.
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 critical 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 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 communication, unlike social posts which are now highly filtered
• Promote adding the winery 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 add to attract visitors and bring back 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 if 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 the 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 how 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 are 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 this blog post where the balance of 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 time are so short these days. Segment your email lists and deliver content relevant to specific group 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 1,000 – 5,000 is a good goal. 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 $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.
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. Your members want to hear from you other than a reminder 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 the glasses. Find a dedicated person to help you keep the calendar on track! Newsletter marketing will boost wines sales and the effect 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.virtuallyforyou.com) 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