Winery newsletters are a crucial way to keep in contact with your valued wine customer.
By sending a regular, engaging email communication you can generate:
- More customers
- More attention
- More opportunity…which of course leads to
- More SALES!!
AND it is also one of the simplest strategies to turn a one-time tasting room visitor into a high converting repeat buyer or a lifetime wine club member.
Whoa, Nelly!
Did you register those two highlights…. Repeat buyer or lifetime club member?
So why are you finding it so difficult to send a regular newsletter to your valued, permission based subscribers?
Is it because it takes time to be imaginative and engaging?
And let’s face it – we’re all stretched for time and very few of us can compare to Hemingway, Rowling or Adams.
That’s why the winery newsletter gets left in the too hard pile.
But, it really doesn’t need to be this way.
Hands down – email newsletters rule as a direct to consumer wine marketing tool.
So, stop trying to compete with the thousands of wine tourism businesses out there and be true to your own wine brand or wine tourism experience.
Let’s face it – you already created a memorable wine tourism experience for those who have signed up in your cellar door.
They’re fans already!
Crafting a winery newsletter that offers the opportunity to learn more about you, your winery and of course, your wines really should not be overlooked in your wine marketing strategy.
Your wine database email subscribers have signed up voluntarily. They have given you permission to send them information.
You have already got their attention – they are interested in your wines and they want to know more.
They want to hear from you!
Keep in mind that just like all social media marketing, it is not about the numbers – it’s the quality of the people who sign up.
Your job now is to use your winery newsletters to keep them interested.
So how can you create engaging winery newsletters?
Just like any form of wine brand communication, your email marketing is designed to establish a relationship with your following.
Rather than simply sending out offers and pushing WINE, WINE and more WINE, take the time to develop a rapport with your customers.
Share information with them that they will find relevant.
STOP the hard sell.
Please DO NOT just send out a winery newsletter once in a blue moon to push your wine sales.
You know what I mean!
We have all received THAT winery newsletter with only a wine offer which left us wondering – WT?
Email marketing is permission based – and it all started with a simple transaction. Basically, your winery newsletter subscribers handed over their email address in the expectation they will receive something from you.
That usually means a regular newsletter.
I’ll say it again – They want to hear from you!
But, and here is the kicker – they DO NOT want the same ole boring wine marketing BS that every other wine brand is peddling.
So publish a really interesting newsletter and when you do present an opportunity for them to buy, they are more likely to reach into their wallets at that point.
There are two golden rules before you start tapping away at the keyboard:
- Do your best to make the primary content of your newsletter exclusive to the newsletter itself. If the content is not unique, then there is no point in anyone staying a subscriber as they can get the content or offer elsewhere.
- Don not discount the content of your newsletter – make sure the content is as good or if not better than the normal content you produce.
Top tips to get the creative juices flowing
Pick a Theme
Whether you choose to send out a weekly, monthly or quarterly newsletter it is a good idea to pick a relevant theme each time.
It could be seasonal – such as vintage, Easter, Christmas, or one that’s specific to your wine business.
Lead from the Front
Your lead article is the place for your top news story.
It does not matter if it is an exclusive update, a breaking news story, an award-winning tale, a new addition to your team. The more exclusive or fresh the content, the better.
Exclusive Updates & Specials
Give your email subscribers the scoop on what is happening in the winery or cellar before it goes public – everyone loves being in the know and ahead of the game!
Why not set up a special such as an ‘early bird’ discount on a new release or event you are running that’s purely available to your newsletter subscribers.
Invite your customers behind the scenes
A winery newsletter allows you to add personal touches to the relationship you have with your subscribers.
So why not celebrate milestones like a great harvest, new wine releases, wine show awards, birthdays, engagements, new additions….anything that goes on behind the scenes to make them feel like they are part of the inner sanctum.
Toot your own horn!
Got an award winning wine? Received a cracking review from another blogger or well-known wine writer? Or just really excited about the new vintage?
Tell your winery email subscribers all about it!
A newsletter is the perfect place to sound the trumpets about new wines and products or, offer special sales and discounts and encourage referrals and promote events.
Links, Links and More Links
And don’t forget to link to your other online marketing efforts – be it a short summary of your blog posts of the month (with links), or any new developments on your website.
For example, your new release wines on your website wine store!
It will help drive more traffic to your website, which in turn can help build potential for more sales.
Upcoming Events
Newsletters and emails are a great way to build hype and increase attendance to any cellar door events, tastings or festivities you may be hosting.
Be sure to include dates, prices and how to purchase tickets.
Establish your Unique Niche and Expertise
No one knows more about your wines and your winery than you do which makes you an expert and gives you plenty of great, share-able insights and information.
So get sharing!
Those nuggets of knowledge and experiences can deepen your relationship with your subscribers. They will convince potential wine buyers that your wines and your winery are worth learning more about.
Sharing links to resources that you feel may be of value to your customers is another great way to establish rapport.
Last tip: plan to succeed
All in all, a regular newsletter not only keeps your wine brand top-of-mind, but it also keeps your subscribers interested and helps create stronger relationships and enriches loyalty.
But, just like any other form of wine marketing, you’ll get more bang for your buck with a plan in place, not just sending out random email blasts that simply annoy your readers rather than engage them.
If you plan this in advance, it gives you a framework for producing your great content – meaning you’re never stuck for something to say.
So STOP ignoring your customers and ramp up your email marketing with great content. Put your unique stamp to your email marketing and watch those open rates sky rocket. AND, please do not forget the automation email sequences – this is a whole other topic for next time.
Until next time…..
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