Let's dissect a good specimen and learn from it
Most wineries have been utilizing email marketing for a very long time, as part of their mailing list or membership program (Club/Release/Offering methods alike).
Each email is an opportunity to accomplish several goals:
- generate direct sales on the website: new releases, big sales, Cyber Monday, etc.
- generate traffic to the tasting room
- release-related: either notice of a Club shipment or opening of an offering period for a release
- increase customer loyalty - reduce attrition
- generate RSVP's for an event
- announce news: great score, upcoming events, winemaking updates
- brand building
It's tough to hit on multiple goals without getting lengthy. Brevity is key: the likelihood that someone will read something is inversely proportional to its word-count.
A few days ago, I received an email from the good folks at Impossible Foods, and I felt we could all learn something from it. So I tacked on my comments and I present you right below, the dissection of a solid email.
I liked doing this so much, I might start doing it with winery emails next.
Note: Leyack Group is not associated with Impossible Foods in any way (although we do like their burgers)