As a #winery, writing passionate newsletters is a valuable skill as it allows you to connect with your customers, yield massive sales and showcase your winery's personality and unique wines. In part 1, we talked about how to collect more addresses. Part two focused on the myth of “annoying” customers and the math behind massive newsletter profits (and why most wineries totally suck at it, while simultaneously yielding spectacular opening rates).
By now, you should have grasped the economic importance of newsletter marketing and started or optimized your subscription channel. Here are 15 areas in which you can improve your newsletter skills to increase sales success.
- Visual appeal - Make sure the #newsletter is visually appealing and easy to read.
- Content - Ensure the content is relevant and interesting to the target audience, and avoid using jargon or technical terms that may be difficult for the average consumer to understand.
- Consistency - Be consistent in the frequency of the newsletters, whether it's weekly or monthly and be consistent on the day or date it's sent out.
- Proofreading - Make sure the newsletter is well-proofread to avoid grammatical or spelling errors.
- Call to action - Build a call to action in the newsletter, whether it's to visit the winery, join a wine club, or purchase a bottle of #wine.
- Segmentation - Divide your #audience into different segments and tailor the newsletter #content to each segment.
- Personalization - Use personalization techniques such as addressing the #customer by name or recommending wines based on their previous purchases.
- Analysis - Track and analyze the performance of your newsletters. Use metrics such as open rates, click-through rates, and conversion rates to improve your #future newsletters.
- Mobile optimization - Make sure your newsletters are optimized for #mobile devices as a majority of people read their emails on their smartphones.
- Test and improve - Continuously test and improve your newsletters by trying out different subject lines, content formats, and calls to action.
- Social media integration- Incorporate #social #media links in your newsletters to allow customers to easily follow you, and share your content on their own profiles.
- Branding - Ensure that your newsletters are consistent with your overall #branding, and include your #logo, colors, and tone of voice.
- Engagement - Encourage customer engagement by including interactive elements such as polls, quizzes or surveys.
- Feedback - Include a #feedback section in your newsletters for customers to provide their thoughts and suggestions on your wines, newsletter and overall winery experience.
- Optimize for search engine- Use keywords and meta tags in your newsletters to optimize them for search engines. This will make them more discoverable to potential customers.
Here you can download this list in English or German for free exclusively designed by me for you with a semi-crapy canva template.
In the upcoming parts of this series, I will focus on each of the elements from the list. We will explore ways to improve your newsletter marketing step by step to increase your company's independence from resellers and grow your direct sales.
Don't miss this opportunity: Subscribe to my "The Art of Selling Wine" LinkedIn newsletter now, then download the checklist, print it, and stick it to your wall. NOW!***
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If you'd like to work with me, here are some ideas:
- Wineries: I consult small to medium wineries on strategic positioning in niche markets and create custom company development plans for wineries that adapt to new market realities, change generations or think about a new brand.
- Wine industry supplier: Consider my channels for reviews or as b2b brand ambassador
- Regional wine marketing: Invite me to your region for a podcast series on your wine industry, as did Bordeaux (see episodes 3-23 on TAoSW)
- Universities / Schools: Invite me as a guest speaker or for webinars
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