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The 3 Automated Marketing Campaigns No Winery Should Be Without

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.

Stats don’t lie: 74% of email subscribers expect to receive a welcome message immediately upon signup[1], and nurtured leads make 47% higher purchases.[2]

2. A happy birthday message

Give your subscribers a birthday treat and send them a greeting on their special day! Many of the wineries I talk to are doing this 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.

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 a special day in your relationship and thanking your club member for their support.

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

 

[1] Blue Hornet

[2] The Annuitas Group

[3] Experian

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