5 Winery Email Marketing Automations that Drive Sales
What is email marketing automation?
Email marketing automations are a set of one or more emails that are automatically sent based on the actions that a subscriber takes, allowing you to send the right emails at the right time - they’re like individual chain reactions for your audience. Setting up automations allows your email marketing software to take over and send emails to subscribers, club members, purchasers, and prospects.
Here’s how to set up an impactful automation:
Define the actions or triggers that set off the automated emails and the segments of your audience that will receive the emails: Common triggers include new subscriber sign-ups, abandoned carts, purchases, or club membership sign-up. Segments may include previous purchasers, club members, or those in a specific demographic.
Create the emails: This is like creating a regular campaign, however you’ll want to ensure the content is appropriate for the specific trigger and includes any applicable merge or personalization tags.
Sort the emails and the triggers into a workflow: The workflow is set up like a map or a family tree, where every action receives an email, which can be followed or broken down further into more actions and more emails. This is where you can set the timing between triggers and emails.
To avoid sending duplicate emails or spamming their inbox, tag customers who are in automated email journeys and exclude them from simultaneous sales email campaigns, as these automated journeys take priority.
What is segmentation?
Email segmentation is like having a super-powered sorting system for your email list. Segmenting creates lists of subscribers according to demographics, preferences, engagement, or purchase history, where you can then adjust your email campaigns and automations to better appeal to each subscriber. This allows you to send highly targeted and relevant emails that resonate with each group, leading to increased engagement and conversions.
Here are some common ways to segment your email list:
Demographics: This includes things like age and location. For example, you could send a special offer for an in-store promotion to subscribers who live in your same State.
Behavior: This looks at how subscribers interact with your emails and website. You could segment based on past purchases, previous reservations, or lifetime value. This allows you to send targeted recommendations or follow-up emails based on their interests.
Engagement: This looks at how actively subscribers engage with your emails. You could segment based on how often they open and click your emails, or whether they've ever made a purchase. This allows you to focus your efforts on the most engaged subscribers.
By segmenting your email list, you can:
Increase open and click-through rates: When your emails are relevant to your subscribers' interests, they're more likely to open and engage with them.
Improve conversion rates: Targeted emails lead to more sales because they're more likely to resonate with the recipient's needs and desires.
Build stronger relationships: Personalized emails show your subscribers that you value them as individuals, which helps build loyalty and trust.
Reduce unsubscribe rates: When subscribers receive relevant and valuable emails, they're less likely to unsubscribe from your list.
Segmenting your audience can help you send personalized and appropriate emails - you wouldn't send the same email to someone who just signed up for your wine club as you would to a long-time customer who frequently buys your limited-edition wines. Segmentation helps you tailor your message to each individual's interests and needs.
By setting up automated email sequences, wineries can nurture customer relationships, drive repeat business, and personalize the customer experience. Read on for five essential email marketing automations for wineries.
1. Welcome Series for New Customers:
A welcome email series of 1-3 emails is crucial for making a lasting first impression at the beginning of your relationship with your subscribers. Triggered by new customer sign-ups (whether through online purchases, tasting room visits, sign-up forms, or club memberships), this automated sequence can offer value to the customer through connection, information, discounts, or storytelling.
Introduce yourself: Welcome your audience to your community through storytelling by introducing your brand, history, and winemaking philosophy. Educating your audience deepens their appreciation for your wines and makes them feel connected to your brand, and also enriches the wine-drinking experience for your customers.
Highlight upcoming events or promotions: Keep customers informed about opportunities to engage with the winery. Link this email to your events calendar or reservations page, or to specific promotions such as bundles.
Offer an exclusive discount or gift (optional): Based on your winery’s discount and promotion program, you can incentivize immediate engagement and encourage a first purchase with a discount code or free shipping promotion - this may not guarantee conversion, however it can invite new subscribers to explore your web store and learn more about your products. As shipping costs are often a barrier to purchase, providing a free shipping code may increase conversion. Read more about Why Free Shipping Outperforms Product Discounts.
2. Welcome Series for New Club Members
For those who join your wine club, create a sequence that guides them through their membership journey. Introduce them to exclusive benefits, upcoming shipments, and club events to keep them engaged and committed.
Welcome them to the club: Thank your members for joining your wine club while defining the benefits and shipment schedule of their membership. This email can serve as a reference point for their membership benefits and drives excitement for their next club order.
Provide the details of the club discount: Everyone loves a good deal, and reminding your members of their club discount can encourage conversion and define expectations on how and when their discount can be used.
Member club anniversaries and birthdays: Show your wine club members you care and encourage them to celebrate these milestones with your winery. Include links to tasting reservations, celebratory wines, or on-site dining reservations.
3. Abandoned Cart Recovery:
Cart abandonment is a common challenge in e-commerce. Be sure to send this email 1-3 days after abandonment for maximum impact. Automated emails can recapture lost sales by:
Reminding customers of their forgotten items: A gentle nudge can be all it takes to prompt a completed purchase.
Offering a small incentive: A discount or free shipping can sweeten the deal and encourage conversion.
Personalizing the email: Display the abandoned items by using merge tags and suggest related products or pairings. Integrate the products in their cart to show exactly what they left behind.
Creating a sense of urgency: Mention limited availability or a time-sensitive offer if your product inventory is running low or a promotion is ending soon.
4. Post-Purchase Follow-Up:
Nurturing customer relationships after a purchase is key for repeat business. Proactive communication enhances the customer experience and fosters loyalty. Automated post-purchase or post-tasting emails can:
Order confirmation: Include the receipt for their order and information about fulfillment.
Provide shipping updates or pickup notifications: Keeping your customers informed about the delivery status and expected arrival date of their package allows them to stay in the know about where their order is and when they can expect to receive it. If they’re picking their order up in-store, let them know when their wine is ready for them and include your wine shop hours and address.
Express appreciation and request feedback: Thank the customer for their support and reinforce their decision to purchase or visit for a tasting. Encourage them to leave a review to gather valuable insights to improve the customer experience. Include links to the products they’ve purchased and an email address they can reply to if they have any questions or comments.
Suggest complementary products or club memberships: Personalized recommendations based on their purchase history can drive additional sales. Suggest other vintages or lines of the same product, unique tasting opportunities, or upcoming events. Pitch your wine club and include the benefits of being a member at your winery.
5. Win Back Campaigns for Lapsed Customers:
Reconnecting with inactive customers is a great way to re-engage your subscribers and win back those who have become inactive. By offering incentives, reminding them of the value you provide, or presenting fresh content, you’ll reignite their interest. Identify lapsed customers by defining the criteria for inactivity (e.g., no purchases in a specific timeframe), then create a segment and automation based on the trigger. Automated win-back campaigns include:
Wine and experience recommendations: Include links to products, bundles, or tastings.
Personalized emails: Use merge tags to incentivize your subscribers to return to the tasting room, restaurant, or wine shop, by reminding them of what a great experience and product you offer and including a discount or exclusive offer.
New products or promotions: Showcase what they've missed and entice them to rediscover the winery.
Email marketing automation is a fantastic strategy for any brand, wine businesses especially. Automations help connect with your audience, drive engagement, and increase sales and visitation. By implementing these five key email marketing automations, wineries can cultivate stronger customer relationships, drive conversion, and build a loyal following.
