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Email Marketing

Wine Email Marketing: Content is King (again), some Suggested Topics

7 February 2010

The content of your wine retail email marketing. There are two types of emails: 1. Information type emails, 2. Promotional emails. Information emails keep people interested. But information emails will get less response. Promotional emails get great responsive (at first). Of course we want sales but if we send out too many promotional emails then they will regard it as spam

Wine Email Marketing: Personalize, Everything

6 February 2010

Have a customized Thank You / Subscription Confirmed page. Always personalize your emails – both ways. Have a text format ‘Plan B’. Regularly send out emails. Send a little bit of content a lot rather than a long email a little. Too frequent? Just ask Gary V. Irrelevant and boring? Now you are in trouble.

Wine Email Marketing: Paranoid ISPs

5 February 2010

How to handle email unsubscribes and paranoid ISPs. Use a professional email marketing service (e.g. aweber or mailchimp) to automatically handle the regular unsubscribe requests you get from your email list. These services put a simple unsubscribe link at the bottom of each email they send out. Similarly the email marketing service providers automatically “clean” your lists

Wine Email Marketing: Double Check with Double Opt-In

4 February 2010

The Double Opt-in Process is where a subscriber is sent an email asking them to click on a link to confirm that they have subscribed. When they do this the link notifies your email system that the person has opted in twice (“double”) and is therefore a valid email subscriber. If you do nothing else, force your subscribers to double opt-in to your emails. Subscribers who do this are found to be more responsive; cannot say to the authorities they did not opt-in as you have proof that they did; cannot be subscribed by someone else; confirms that email address is correct

Wine Email Marketing: Responsive Lists are Better

3 February 2010

Let’s do some math. It’s real simple math: List size * Delivery rate % * Open rate % * Click through rate % * Conversion rate % * Order value $ = Value of one email mail out … notice how the list that is 10 times smaller has an order value four times bigger! So in this series of emails I’m not going to look at list size but how to make your list more responsive

Wine Marketing: Different Wine Drinkers (3) – Risk and Confusion

13 December 2009

Wine Drinkers are often confused about wine. They need to make a decision about what wine to purchase and yet often the quality and taste profile is uncertain – or risky. They take certain measures to reduce that risk including seeking information, tasting, relying on well known brands, and relying on price as an indicator of quality. Some market research has been done…

Wine Marketing: Different Wine Consumers (2)

12 December 2009

The best academic research on wine drinkers is an Australian study that I believe is also very applicable to the US, UK and New Zealand. The Segments are: 1. Conservative, Wine Knowledgeable Wine Drinkers (20.9% of wine drinkers); 2. Image Oriented, Knowledge Seeking, Wine Drinkers (22.3%); 3. Basic Wine Drinkers (16.8%); 4. Experimenter, Highly Knowledgeable Wine Drinkers (19.0%); 5. Enjoyment Oriented, Social Wine Drinkers (20.9%)

Wine Marketing: Different Wine Consumers (1)

11 December 2009

If we can understand why people buy and consume wine then we can create better ad copy, website content and emails. So I’m doing some of posts on different wine consumers, or “segments”. This wine drinker segmentation is based off analyzing Amazon wine book categories. It provides some excellent ideas on website content.

Wine eCommerce: WSJ.com on Buying Wine Online

10 December 2009

In essense the WSJ says that wine drinkers have awful website experiences especially with Phantom inventory, Slow delivery, Cluttered sites, Tedious “drill-down” menus, Web sites from another century, Too many emails. I agree with them but have some sympathy for the wine retailers.

Selling Wine Online Process 4: Repeat Business

1 December 2009

Regularly emailing interesting and valued information to a list of customers ensures that the $10 sale becomes a $50 or $500 customer. It also means you might be able to outspend other wine retailers who only rely on PPC to get most customers and don’t have a good follow up marketing system. My key tips for wine email marketing…

Selling Wine Online Process 1: Traffic

28 November 2009

This post is about generating traffic to your wine retailer website. As you will see they are reasonably simple – the obstacle isn’t understanding them so much as doing them. Note that I am skeptical about secret SEO software and processes – they may help at the margin so to speak, but not with getting most of the results (i.e. 80/20 rule). Three types that I’ll split out below: SEO, PPC and Email Marketing.