Page 20 - Grapevine May-June 2019

In The Winery Around The Vineyard • March - April 2011

Email: The Biggest Tool in Your

Digital Marketing Toolbox

By: Susan DeMatei
I t is 2019. We shouldn’t be having the con- into our communication channel with our custom-

versation about whether you should email or
ers.
not. If you feel you are bothering your cus-
tomers, then the problem is with your content, not Typical questions we discuss with our clients are:
the delivery vehicle. Email is not dead, in fact it’s What is the best design for an email? How much
as relevant as ever. The accompanying infographic copy is too much? How many emails should you
to this article contains what we found to be the send, and how often? What day of the week and
most diagnostic recent statistics, including the facts time of day is the most likely to reach your custom-
that over three quarters of us prefer emails and ers.
the sweet spot seems to be around an email every
other week. Unfortunately, the answer for most of these is, “it
depends”, as you can look at your own database’s
The conversation now should be about how our open and click through rates to determine what
customers want to read emails, how they consume type of content they want, and when they want to
the content, and how emails should be integrated receive it. But there are some overall guidelines for

Page 18 The Grapevine • May - June 2019 877-892-5332

Grapevine Main Pages GV050619_Layout 1-1 .indd 18 4/16/19 12:57 PM