Page 23 - Grapevine May-June 2019

In The Winery

read and saving ones we do. The business emails driving ecommerce than ever. With the increased
we deal with during the business day, but leave the use of mobile devices, people are opening emails
personal emails for after work or on the weekend. across multiple platforms and during all times of
This is why it makes sense that the largest open the day and night. With some consideration for
rates are reported during the weekday, but click mobile devices, you can keep your consumers
throughs on the weekend. informed and your email channel sales strong.

The time of day is also affected by this complex
pattern of consumption. MailChimp confirms with
Campaign Monitor that sending emails later in
the morning between 10 a.m.–noon will get you
the most opens. It looks like the best time to send
email is at 10 a.m. Campaign Monitor sums it up
by saying that 53% of emails are opened during
the workday between 9 a.m.–5 p.m. However,
Customer.io found that marketing email opens are
highest from 8 p.m.–midnight, with a second peak
between 4–8 p.m. Customer.io suggests that while
it’s a common practice to check email in the morn-
ings, most people are just beginning their day and
may likely avoid email marketing in favor of pro-
ductivity. Susan DeMatei is the President of WineGlass
Marketing, a full-service direct marketing firm
This also supports why these second opens are working within the wine industry in Napa,
so likely to result in conversion – because these California. www.wineglassmarketing.com
are the emails we’ve saved. Whether they return
to it on their phone or a desktop, they’re back to
consider the offer and often click through to your
website.
BUT NOTHING IS AS IMPORTANT AS
TARGETING AND CONTENT

It should be noted that you can have the most
perfectly mobile-friendly email sent at the perfect
time, but if the messaging and target aren’t right, it
won’t work. When used properly, emails should not
tell the consumer everything they need to know,
but entice them to your website where they find
an appropriate landing page with the content and
products from the email. For a consumer to pur-
chase a product from an email they must first open
the email, so the subject line is also very important.
And some estimate targeting as 50% of the success
of your campaign: sending too many emails across
all segments can reduce open rates. We recom-
mend using segmentation to reduce the amount of
email one consumer receives and to drive engage-
ment by matching the customer with the content
they are most interested in.

So don’t be seduced by SMS and shiny digital
channels: Email marketing is more important for

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