Page 37 - Grapevine NovDec 2021

Around The Vineyard
Marketing

ate for your other channels? Make sure the wine email message should be singular in focus. Make
you just sent to the Wine Club at 20% off isn’t in sure the message and the requested action are
a holiday sale email a week earlier for 25% off. clear. Instead of splitting up readers’ attention,
(A calendar is beneficial this time of year to keep focus on driving home a single-minded message.
the tasting room, website team, social media, and
emails all in synch.) • The landing pages that prospects reach after
clicking through are just as important as the ini-
• Use tracking tools and analytics to determine tial email. Your landing page should match the
which emails and corresponding landing pages email in terms of headline, copy, and content.
are the most successful in generating sales. Use similar colors, fonts, and overall design to
keep your customer on the right track and avoid
• Know (or set) Click-Through and Open Rate goals. confusion.
According to the 2020 WGM Wine Industry Email
Benchmark Study (which you can download on • Make sure your CTA from the email has a con-
our website), email Open Rates for wineries aver- nection to the CTA on your landing page. Again,
age 24.66%, and Click-Through Rates for wineries keep the call to action above the fold and rele-
average 5.08%. vant to your marketing message.
Creative: The design of your email is essential. Having an effective email marketing campaign is
There are two reasons email design should fol- about being intelligent and concise. Focus on the
low specific layout rules. First, as of August 2021, list first, differentiate yourself with targeted seg-
mobile phones account for 41.6% of email opens mentation, and then deliver a tested sales message
(Litmus). Second, most email service providers, with clean creativity, and your Q4 emails are des-
such as Outlook and Gmail, now block images by tined to be a blast!
default. If your graphics contain text including Susan DeMatei is the President and
important information, such as the offer or wine Nathan Chambers is an Account Director
details, make sure you repeat the information in at WineGlass Marketing, a full-service direct
the text. marketing firm working within the wine industry
in Napa, California (See ad below)
• Email marketing is just another branding oppor-
tunity. Place your logo in the upper left-hand cor-
ner or centered as a header of the email.
• Include navigation like on your website. You
don’t have to have every page from your site, but
the significant sections help customers engage
with you online and create familiarity with your
website.
• Make sure your email is no more than 500-650
pixels wide. Any more than that means your
reader will be scrolling horizontally.

• Keep text to less than 250 words and have fre-
quent links to deeper levels of content or more
information on your website.

• Keep it clutter-free. The less clutter you have in
your email, the better. Don’t use more than two
typefaces.

• Keep your main message and call to action (CTA)
at the top of the email. It’s ok to scroll in an
email and have it laid out vertically but keep your
primary message upfront.

• Create an engaging, concise subject line. A rele-
vant offer that creates a sense of urgency will be
your best bet. Your subject line needs to have an
incentive for your audience to open the email.

• While your site may have a lot going on, your
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