Page 18 - Grapevine July-August 2015

In The Winery

Why Email Marketing?

By Carl Giavanti

E veryone has one. Some have many. Email other points of connection with consumers. I still
addresses are a type of currency. They cost meet people who are just getting started with social
nothing to give out, but their value to the media, mobile devices and other tech, but I know
recipient is “priceless”… well not quite, but very for a fact that just about everyone already has an
valuable. In fact, after your existing customers, email address.
getting emails from prospective future customers is
your most valuable asset. The value of email is to facilitate communications
and build brand loyalty. It is likely that some form
Why discuss email marketing at all? There are of social media will replace email communications
so many other marketing subjects of interest i.e. in the future. Evidence of this is generational. My
Loyalty clubs, social media, mobile marketing, mother who is in her 80’s doesn’t have email and
winery PR. Mid-year planning is a good time to can’t be bothered. My niece who is 15 may have
get back to the basics, and email is one of the pri- an email address, but has only given me her phone
mary branches of the content tree, leading to many number for texting.

Page 16 The Grapevine • July - August 2015 877-892-5332