Listbuilding tips - offer an incentive
Give visitors a reason to sign up for your mailing list,
like a one-time discount or free tasting for two.
Listbuilding tips – pay employees
Offer tasting room staff .50 cents per email they
How one winery grew their list 500%
More listbuilding ideas
Attend pouring events, and require people to sign up
to your mailing list.
Create promos and contests, require entry through
Consider what gets you to offer up your email?
Welcome campaign with resources
Links to top selling wines
Interview with winemaker
Wine club 20% discount (not
• Upcoming events
• Social media links
• Upcoming promotions and
invitations to exclusive events
Welcome email with nothing
No images. No logo. Just plain
text. Missed opportunity for a
good first impression.
Stick to a deployment schedule (weekly, bi-weekly,
Mix informational emails with promotional ones
Don’t be afraid to turn it up during the busy season or
other times of year when you can take advantage of a
Abandoned cart emails
One year club anniversary
We’ve missed you
Content is King. Segmentation is Queen.
Varietal preferences (Special offer on Reds)
Locals (Come to our next event)
Order history (We’ve missed you)
Club join date (One year anniversary together)
Credit card set to expire (Update your profile)
closer to the
introduce them to
promotion to help
Use split testing
to send slightly
versions of an
email to one
half of your list.
A/B testing - response
Test basic elements
Cart discount vs. free
Placement of call to
Using company name
vs. personal name in
Width of the creative does not exceed 600 pixels
Structure the creative with <table>'s, Do not float <div>'s
to position anything
Use inline CSS to style your fonts versus basic HTML;
i.e. span style =“” vs. font face = “”
Don’t use a <body> tag to set a background color. Wrap
a 100% table around the creative and set it's bgcolor
Define the height & width of your images within your
Do not use the <style> tag within the <head> tag.
Do not use <p> tags. If you would like to specify line
breaks, do so using <br />
Use Premailer to clean formatting and HTML
Spam and mailing lists
SPAM – unsolicited bulk email
Do not buy email lists. End of story.
Avoid common pitfalls
Their email offered 25% off their 2009 Zinfandel, with
50% off to wine club members. However, both the link
from the email and the site itself offered 50% off to
Avoid common pitfalls
Offered a discount of 25% plus free shipping on a
selection of wines. But the cart did not offer the free
shipping. This was true for any amount, though the
test order was for a case.
Always be testing
• Other errors include a winery that sent an email offering 15% off on a newly
released $40 Cabernet. But the Buy link brought you only to the home page of the
winery that was featuring a different Cabernet, at $100, with no discount. The user
had to search the site to get the wine advertised and discounted. They should have
used a landing page.
A winery sent an offer for 20% off all wines. The link took you to their list of wines,
but only showed the regular prices and gave only their established discounts of 5%
and 10% depending on quantity ordered.
One multi-brand owner sent a separate email for each of its brands. Each email
showed the wines of one promoted brand, but the buy button went to just one
winery, presumably the email they created first, and forgot to change the link.
One winery offered a “today only!” sale. Except the wines were not on sale when the
email arrived. When contacted, the winery said “We thought the email would arrive
the next day.”
Another winery promised free shipping on a case order, but neglected to limit that to
ground shipments. A customer could place an order for free priority overnight. If
these orders are automatically processed, it’s a money-losing proposition.
So check your work! Send it to a co-worker who did not work on that email.
Whoever spent time creating the email will usually not spot the errors.
80% of people will read your headline, but only a
small fraction will continue
Use “Power Words”
Mix up your greetings
Keep it short
Call to action above the fold
Use deadlines to sell
Include numbers in the subject
Be personal, “Your are not alone”
Dissect your email. Come up with 2-3 positives and
What would you test?
Focus on building list.
Set up a decent welcome email.
Split test subject lines, content, calls to action.
Mix informative with promos and offers
Check for mistakes
7 myths about email marketing
How A/B split testing works
A/B split testing
Subject line testing scenarios
Try a cart abandonment campaign
free for 30 days
Email marketing audit
Premailer. The preflight check for
37 tips for writing emails that get opened, read, and
Email marketing dashboard for
Subject line strategies to increase open rates
The Perfect Subject Line
The anatomy of a high converting