Page 33 - Grapevine July-Aug 2020

Marketing & Innovation

says, “my emails aren’t performing well, I want to
talk to you about redesigning them.” My response
is usually to ask them a bunch of questions about
their database and collection plan, which confused
them. So much work needs to be done before you
get to the design to make sure you have a success-
ful campaign. There are six key drivers to the suc-
cess of any email campaign:

1. The quality and the rate of the list sign up.

Even if your tasting rooms are closed or limit-
ed, you can still grow your list, so don’t panic.
Capturing leads digitally is nothing new to online
retailers who don’t have a physical location –
they’ve been doing this for years. In a study by
250ok.com of the top 500 online retailers:

• 7.7% put email sign up in the header

• 44.4% used pop-ups to collect emails on their
sites

• 54.3% added an email sign up below the fold or
in the footer

• 29% of retailers incentivized people to opt-in to
their email program

So, formulate a plan to capture emails on your
website, Facebook page, and send-to-a-friend links
in emails. There are probably other touchpoints
you can capitalize on if you brainstorm with your
team. The point is to not just give up on this objec-
tive if your physical operation is closed or limited.

2. Once they click to sign up what are they greet-
ed with – what’s the landing page?

Landing pages are so important. Don’t just drive
people to your home page––drive them to a specif-
ic landing page on your website. A specific landing
page increases your conversion and is a very effec-
tive way to capture leads. Get creative with videos,
images, stories, or bios––the more personalized
you can be the better the conversion.

3. The management and the health of the data-
base

The health of the database is how engaged or
responsive your database is. When you send out
an email, do you get sales, or do you hear crick-

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