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The 3 Automated Marketing Campaigns No Winery Should Be Without

We’ll just say it: if you’re not deploying automated marketing campaigns for your winery, you’re wayyy behind the times. But more importantly, you’re missing out on a massive revenue-maker. Automated marketing campaigns are money-making mah-CHINES that require small amounts of work for HUGE amounts of payoff.

B2C Marketers who connect with customers through automated emails see conversion rates as high as 50% [1]. That’s right. Fifty. Per. Cent. Why? Because catching people at the right time with the right content is always better than a one-size-fits-all strategy. Cannot stress this enough.

So, if you need to catch up to 2019, start with these three basic-but-effective campaigns:

1. The welcome message

Make a great first impression by sending a beautifully on-brand welcome campaign to new subscribers, with a compelling reason (or two) for them to remain engaged.

Whether you want to convert that subscriber into an online purchaser, garner feedback about their experience at the tasting room, or just want to set expectations about message frequency and content, you should have ONE clear goal for your welcome message, then structure everything from copy to design and personalization around accomplishing that goal.

Let us get more in depth on WHY you 100% should have a welcome message and strategy ideas on our “Foundational Elements: The Welcome” article.

Stats don’t lie: 74% of email subscribers expect to receive a welcome message immediately upon signup, and nurtured leads make 47% higher purchases. [2]

2. A happy birthday message

Make your subscribers feel special and send them a greeting on their special day.

Many of the wineries we talk to are doing this manually and in a batch—that is, creating a list out of their CRM of subscribers whose birthday is in the current month, then sending a “happy birthday” as close to the beginning of the month as their bandwidth will allow.

This method is fraught with potential issues, not the least of which is the amount of time that you spend every month managing lists and campaign creation/sending. Do yourself a favor and automate this message.

Strategy idea: Two weeks before the date, send a “we see your birthday coming up soon. Enjoy our gift to you and take 15% off your birthday wine!” message. Then on the date, send a Happy Birthday email and with a “Enjoy your birthday wine” message for purchasers, and a “you still get 15% off until tonight” for those who haven’t used their code yet.

Did you know? Birthday emails generate transaction rates nearly 5X higher than those of regular promotional mailings. [3]

3. A Wine Club Anniversary message

Wine Club Members are the lifeblood of your winery’s direct-to-consumer business, so celebrate this milestone and reduce club attrition by extending a special tasting experience opportunity or purchase incentive.

Reiterate club benefits, ask for feedback, and build brand equity by sending a very personalized communication commemorating the special day in your relationship and thanking your club member for their support. Brand loyalty is the name of the game, friends.

Here's a fact for ya: The average wine club membership lasts 2 years. [4] Keep your wine club members engaged beyond this point by personalizing their communications and experiences!

 

Still want more info on automated marketing campaigns? (We call them automated sequences). Learn more about how we can help get you the most bang for your buck and for your time here.


Sources:
[1] eMarketer
[2] Blue Hornet
[3] The Annuitas Group
[4] Experian

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