Benchmark Email's Winery Email Marketing: The Successes, the Shortcomings and the Solutions began its life as a white paper for the winery industry. Inside, you'll find out how to benefit your business, regardless of industry, by applying focused email marketing goals, successful segmentation, branding, testing and maintaining an active relationship with your subscribers. With our research you can boost your email marketing metrics whether you're a dinner table business or a sitting at the top of the corporate ladder. Take a look inside our free guide and remember, in vino veritas.
Recruitment, Selection and Hiring Policy of The City Bank Ltd.Musabbir Rahim
The document discusses the recruitment, selection and hiring process of The City Bank Ltd. It provides definitions and differences between recruitment, selection and hiring. It then details the bank's recruitment and selection process, which includes advertising openings, screening candidates, interviews, making job offers, medical tests and hiring. It also discusses internal recruitment policies and procedures. Major findings are that the bank uses centralized recruitment coordinated by HR, and the selection process can be time-consuming. Recommendations include improving the sorting of CVs, developing an online employee database, providing training, and making some selection decisions centrally to reduce time.
The document discusses the evolution of ecommerce platforms, specifically the shift from open source to software-as-a-service (SaaS) models. It notes that while open source provided unlimited flexibility, it required in-house expertise and introduced security risks. Early SaaS platforms limited flexibility but recent 'Open SaaS' platforms aim to provide the security and maintenance benefits of SaaS with increased customization capabilities. The document examines why companies are seeking new ecommerce solutions and the advantages and disadvantages of different platform options."
The document summarizes the results of a survey about inbound marketing in 2010. Three key findings are: 1) Inbound marketing channels continue to have dramatically lower costs per lead than outbound channels. 2) Social media and blogs are the fastest growing categories and have the lowest costs. 3) Over 40% of respondents have acquired customers through social media channels like Facebook and LinkedIn, showing they can directly generate leads.
This report summarizes a survey of 231 marketing professionals about inbound and outbound marketing strategies. It finds that:
1) Inbound marketing channels continue to be dramatically lower cost per lead than outbound channels, with a 60% lower cost.
2) Social media and blogs are the fastest growing categories in marketing budgets, up 67% year-over-year.
3) Three out of four inbound marketing channels have lower costs than any outbound channel.
This report summarizes a survey of 231 marketing professionals about inbound and outbound marketing strategies. It finds that:
1) Inbound marketing channels continue to be dramatically lower cost per lead than outbound channels, with inbound strategies costing 60% less.
2) Social media and blogs are the fastest growing categories for lead generation budgets, and are ranked as the lowest cost channels.
3) Businesses are successfully generating real customers through social media and blog marketing.
The document discusses the basic elements needed to set up a successful affiliate marketing program, including affiliate management, tracking software, creatives, commissions, proven offers, and deciding between an in-house program or outsourcing to an affiliate network. It provides an overview of how affiliate marketing works and its benefits for both advertisers and affiliates. The document aims to help readers understand the fundamentals of affiliate marketing.
Recruitment, Selection and Hiring Policy of The City Bank Ltd.Musabbir Rahim
The document discusses the recruitment, selection and hiring process of The City Bank Ltd. It provides definitions and differences between recruitment, selection and hiring. It then details the bank's recruitment and selection process, which includes advertising openings, screening candidates, interviews, making job offers, medical tests and hiring. It also discusses internal recruitment policies and procedures. Major findings are that the bank uses centralized recruitment coordinated by HR, and the selection process can be time-consuming. Recommendations include improving the sorting of CVs, developing an online employee database, providing training, and making some selection decisions centrally to reduce time.
The document discusses the evolution of ecommerce platforms, specifically the shift from open source to software-as-a-service (SaaS) models. It notes that while open source provided unlimited flexibility, it required in-house expertise and introduced security risks. Early SaaS platforms limited flexibility but recent 'Open SaaS' platforms aim to provide the security and maintenance benefits of SaaS with increased customization capabilities. The document examines why companies are seeking new ecommerce solutions and the advantages and disadvantages of different platform options."
The document summarizes the results of a survey about inbound marketing in 2010. Three key findings are: 1) Inbound marketing channels continue to have dramatically lower costs per lead than outbound channels. 2) Social media and blogs are the fastest growing categories and have the lowest costs. 3) Over 40% of respondents have acquired customers through social media channels like Facebook and LinkedIn, showing they can directly generate leads.
This report summarizes a survey of 231 marketing professionals about inbound and outbound marketing strategies. It finds that:
1) Inbound marketing channels continue to be dramatically lower cost per lead than outbound channels, with a 60% lower cost.
2) Social media and blogs are the fastest growing categories in marketing budgets, up 67% year-over-year.
3) Three out of four inbound marketing channels have lower costs than any outbound channel.
This report summarizes a survey of 231 marketing professionals about inbound and outbound marketing strategies. It finds that:
1) Inbound marketing channels continue to be dramatically lower cost per lead than outbound channels, with inbound strategies costing 60% less.
2) Social media and blogs are the fastest growing categories for lead generation budgets, and are ranked as the lowest cost channels.
3) Businesses are successfully generating real customers through social media and blog marketing.
The document discusses the basic elements needed to set up a successful affiliate marketing program, including affiliate management, tracking software, creatives, commissions, proven offers, and deciding between an in-house program or outsourcing to an affiliate network. It provides an overview of how affiliate marketing works and its benefits for both advertisers and affiliates. The document aims to help readers understand the fundamentals of affiliate marketing.
Bricks and clicks, online and offline, mobile and good old-fashioned customer service are joining up. If ever proof was needed that omnichannel – a single view of the
customer, of sales and of the brand, regardless of channel – is driving new retailing, then Christmas 2013 was it.
Changes in the way customers shop and behave reached a tipping point and online/offline hybrids like click-and-collect, as well as mobile commerce dominated the Christmas shopping landscape. The clear winners were those who captured the omnichannel zeitgeist, like Next and John Lewis Partnership, whose click-and-collect saw a 61.8 per cent increase in orders on last year.
Amazon also announced a record-setting holiday season, with 426 items per second ordered worldwide on Cyber Monday. Amazon Prime, the annual membership program offering unlimited free Two-Day Shipping, attracted more than a million new customers around the world in the third week of December.
And that’s just the tip of the iceberg. The first six weeks of 2014 has seen announcements from Tesco and Waitrose, entering into partnership with Transport for
London to open grocery collection points at London underground stations. Stores are transforming – with a new innovation store in Preston for Morrisons and
a ‘technology playground’ from Verizon providing just a couple of examples. Apple and Amazon are making inroads into the mobile payment market. And Amazon continues to play the role of retail pioneer, with new fulfilment initiatives that leave many of the high street stalwarts in its wake.
Nowhere is this transformation clearer than in the new talents and capabilities that top teams need to thrive, flourish and steer retail brands to success in today’s market. It is time to remove vertical silos and improve integration through cross-functional teams. Omnichannel’s need for increased collaboration, and shared information from a single, centralised knowledge base, goes right to the heart of organisational design.
This document is a study published by Convio in 2012 that analyzes online marketing metrics for over 700 nonprofit organizations in the US and Canada over two years. It finds that online fundraising growth has slowed to a median of 15.8% compared to 20% in 2010, due primarily to slower growth in disaster relief and special events fundraising. The number of online gifts increased at a higher rate than donation amounts, with first-time donors providing 37% of online revenue on average. Sustainer giving programs are growing strongly across several verticals. Advocacy engagement also increased substantially.
Green Park - Refreshing the Board for the digital era - Feb 2014Raj Tulsiani
Green Park interviewed over 100 retail leaders to understand how the digital revolution is reshaping leadership needs. Leaders said omnichannel is driving the need for cross-functional collaboration and shared customer information. The skills required of retail leaders are shifting, especially for the CEO, CFO, CMO, CTO, and Multichannel Director. Leaders must find the right balance of commercial perspectives and truly understand digital strategies to succeed.
Green Park - Refreshing the Board for the digital era - Feb 2014Brisilda Sokoli
Green Park conducted interviews with over 100 retail chairs, non-executive directors, CEOs, and C-suite leaders to understand how the digital revolution is reshaping retail leadership. Key findings include:
- Omnichannel strategies that provide a single view of the customer across channels are becoming essential.
- Mobile commerce is growing rapidly and satisfaction is still low, leaving room for improvement.
- Boards and leaders need to challenge outdated thinking and explore new partnerships and operating models.
- C-suite roles are changing as new skills and functions become more important, such as the CTO shifting from back office to innovation.
- Insights from other industries can provide new perspectives and talent for retail organizations.
This campaign involved creating personalized triggered email campaigns for JetBlue visitors who abandoned online shopping carts. The emails were tailored based on where visitors dropped off in the booking process and highlighted JetBlue's value proposition to encourage completing purchases. Compared to standard promotional emails, the triggered emails saw 150% higher open rates, 170% higher clickthrough rates, and 200% higher conversion rates, leading to 1,640% more revenue per email. The campaign demonstrated the power of highly targeted, personalized, and automated triggered emails.
Preparing your business for global e commerceEletrak Leaders
This document provides guidance for online retailers to prepare their business for global e-commerce. It covers collecting product information such as HS codes and country of origin. It also discusses export controls, ordering and payment processes, and shipping and returns when selling internationally. The guide includes case studies from companies that have experience with global e-commerce to illustrate best practices. It aims to explain the key information and compliance requirements to complete international sales and integrate that data into business operations from the start of the sales process.
DMA (Direct Marketing Association) Email Tracker Study 2017Christopher Hughes
Despite new innovations in customer engagement, email marketing still outperforms all other marketing channels in terms of return on investment, the average ROI for every £1 spent increased compared to last year, up to £30.01 from £29.64 last year.
One in ten marketers admit their emails aren’t relevant to customers. Are we in danger of killing email with irrelevant content?
While email remains ‘important’ or ‘very important’ for the vast majority, 95%, of marketers, it's a curious paradox that fewer than one in 10 (9%) say all their emails are relevant to their customers.
14 Secrets Of Sales And Marketing Integration That Maximise Business TasterNic Windley
14 rules of low cost, high return marketing led sales which align you with modern buyer trends, overcomes market scepticism and significantly increases your credibility without wasting time and money on conventional advertising and cold calling.
This document provides best practices for email marketers. It begins with the ten most important tips, which include only sending emails to those who opt-in and keeping content relevant. It discusses the difference between permission-based marketing and spam. Various best practices are then covered such as personalization, list segmentation, deliverability, and growing email lists. The goal is to maximize ROI through following permission-based marketing guidelines.
This document provides guidance on becoming a "super affiliate" in affiliate marketing. It discusses developing the right mindset of optimism and passion for success. Super affiliates create detailed processes for starting and scaling their affiliate businesses. They find high-potential niche markets and keywords to target using tools like ClickBank, Amazon research, and keyword planners. Super affiliates optimize landing pages, build backlinks, and use email marketing to generate leads and sales over time. The document also covers alternative monetization strategies like CPA marketing and how to approach international markets.
The document summarizes key findings from a study on the popularity and effectiveness of various types of promotional products. Writing instruments were the most commonly received promotional item, with around 50% of respondents in the US cities and Sydney reporting receiving one in the past 12 months. Shirts and bags were also widely received. Effectiveness varied by location, such as 53% of Rome respondents receiving a shirt, the highest of any city. The study analyzed popularity and perceptions of promotional products across various demographics.
The document is a 2012 training catalogue from People First - Total Solutions, an organization that provides training and consulting services to non-profit organizations. It outlines their mission to assist non-profits in mobilizing people resources. The catalogue describes the company's services, rates, trainers, and available training courses covering topics like volunteer management, governance, strategic planning, and diversity. Course topics are aimed at strengthening organizations and equipping staff and volunteers.
Global Advertising Specialties Impression Study - 2014 Edition
A cost analysis of promotional products versus other advertising media released at the 2014 ASI Power Summit.
The J Paul Company http://www.jpaulco.com
This document is the table of contents for the book "Restaurant Basics" by Bill Marvin. It outlines 18 chapters that discuss why guests don't return to restaurants and how to improve that. Specific chapters cover external appearance, seating, cleanliness, menus, service, attitudes, families, disabled guests, and management mistakes. The goal is to discuss the "momentous minutiae" or small details that can improve the guest experience and drive repeat business.
The report summarizes new research on e-commerce user experience, comparing findings to the first edition from 2000. Key findings include:
- Success rates have improved from 56% to 72%, but many failures are still due to poor content.
- Search success has increased from 51% to 64% but falls short of user expectations.
- Old guidelines from 2000 were largely confirmed, showing the longevity of usability findings.
- Sites must support different shopper types beyond known-item purchases.
- Loyalty programs can increase direct traffic and conversion rates compared to search-based visits.
The document is a report from Salesforce that analyzes survey responses from over 2,500 small and medium business owners and leaders worldwide. It finds that:
1) Communities and governments significantly stepped up support for SMBs during the pandemic, with two-thirds of SMB leaders saying this support was important for business survival.
2) SMBs are prioritizing customer and employee engagement by focusing on transparent communications, flexibility, and meeting rising expectations for online services.
3) Most SMBs accelerated technology investments over the past year to help their businesses adapt, with over half of growing SMBs increasing spending on sales and customer service tools.
This document provides an integrated marketing communications plan to address binge drinking among 18-24 year olds. The plan includes secondary and primary research findings which identify the target market as "SLICKs" (Socially Linked, Image Conscious, Key holders to the Future) and further segment them into three types of "Party Animals" - Monkeys, Sheep, and Turtles. The primary target is the Sheep, who are social drinkers influenced by their peers. The goal is to shift the social perception of binge drinking and influence the Sheep to discourage dangerous drinking. The plan includes objectives, insights on binge drinking behaviors, and proposed strategies for digital, traditional, and promotional initiatives.
This document appears to be the table of contents for a book titled "Buyers, Sellers, and Advertising" by Joe Piergrossi. The book is about understanding and improving small business advertising. It is divided into 16 chapters that cover topics such as different types of buyers, advertising as a way to solve customers' problems, building better advertisements, using discounts and coupons effectively, and competing with large retailers. It also includes several workshops and case studies related to advertising and small business.
The pet and veterinary industry is wide in range and services, so adding new customers with targeted media can be expensive when you go the traditional advertising route. Not so with email marketing: Benchmark Email's new guide, Pet & Veterinarian: The Proper Care & Feeding of Your Business through Email Marketing, will show you how to launch an email marketing campaign and improve your visibility, increase your subscriber list and boost your bottom line - and spend less than you did on traditional advertising units. Build a great online reputation and bring your prospective clients the information they really want to know.
Whether your company is erecting the world's tallest tower or designing the most aerodynamic golf ball known to man, the primary goal is always to grow business. These days, traditional forms of media like newspapers and Yellow Pages don't quite cut it, as consumers are more tuned in to smartphone technology than the classified section. Take advantage of Benchmark Email's comprehensive guide to Email Marketing for the Construction and Engineering Industry to elevate your online promotions. Inside, we'll show you how to build a great online reputation and bring your prospective clients the information they really want to know.
Bricks and clicks, online and offline, mobile and good old-fashioned customer service are joining up. If ever proof was needed that omnichannel – a single view of the
customer, of sales and of the brand, regardless of channel – is driving new retailing, then Christmas 2013 was it.
Changes in the way customers shop and behave reached a tipping point and online/offline hybrids like click-and-collect, as well as mobile commerce dominated the Christmas shopping landscape. The clear winners were those who captured the omnichannel zeitgeist, like Next and John Lewis Partnership, whose click-and-collect saw a 61.8 per cent increase in orders on last year.
Amazon also announced a record-setting holiday season, with 426 items per second ordered worldwide on Cyber Monday. Amazon Prime, the annual membership program offering unlimited free Two-Day Shipping, attracted more than a million new customers around the world in the third week of December.
And that’s just the tip of the iceberg. The first six weeks of 2014 has seen announcements from Tesco and Waitrose, entering into partnership with Transport for
London to open grocery collection points at London underground stations. Stores are transforming – with a new innovation store in Preston for Morrisons and
a ‘technology playground’ from Verizon providing just a couple of examples. Apple and Amazon are making inroads into the mobile payment market. And Amazon continues to play the role of retail pioneer, with new fulfilment initiatives that leave many of the high street stalwarts in its wake.
Nowhere is this transformation clearer than in the new talents and capabilities that top teams need to thrive, flourish and steer retail brands to success in today’s market. It is time to remove vertical silos and improve integration through cross-functional teams. Omnichannel’s need for increased collaboration, and shared information from a single, centralised knowledge base, goes right to the heart of organisational design.
This document is a study published by Convio in 2012 that analyzes online marketing metrics for over 700 nonprofit organizations in the US and Canada over two years. It finds that online fundraising growth has slowed to a median of 15.8% compared to 20% in 2010, due primarily to slower growth in disaster relief and special events fundraising. The number of online gifts increased at a higher rate than donation amounts, with first-time donors providing 37% of online revenue on average. Sustainer giving programs are growing strongly across several verticals. Advocacy engagement also increased substantially.
Green Park - Refreshing the Board for the digital era - Feb 2014Raj Tulsiani
Green Park interviewed over 100 retail leaders to understand how the digital revolution is reshaping leadership needs. Leaders said omnichannel is driving the need for cross-functional collaboration and shared customer information. The skills required of retail leaders are shifting, especially for the CEO, CFO, CMO, CTO, and Multichannel Director. Leaders must find the right balance of commercial perspectives and truly understand digital strategies to succeed.
Green Park - Refreshing the Board for the digital era - Feb 2014Brisilda Sokoli
Green Park conducted interviews with over 100 retail chairs, non-executive directors, CEOs, and C-suite leaders to understand how the digital revolution is reshaping retail leadership. Key findings include:
- Omnichannel strategies that provide a single view of the customer across channels are becoming essential.
- Mobile commerce is growing rapidly and satisfaction is still low, leaving room for improvement.
- Boards and leaders need to challenge outdated thinking and explore new partnerships and operating models.
- C-suite roles are changing as new skills and functions become more important, such as the CTO shifting from back office to innovation.
- Insights from other industries can provide new perspectives and talent for retail organizations.
This campaign involved creating personalized triggered email campaigns for JetBlue visitors who abandoned online shopping carts. The emails were tailored based on where visitors dropped off in the booking process and highlighted JetBlue's value proposition to encourage completing purchases. Compared to standard promotional emails, the triggered emails saw 150% higher open rates, 170% higher clickthrough rates, and 200% higher conversion rates, leading to 1,640% more revenue per email. The campaign demonstrated the power of highly targeted, personalized, and automated triggered emails.
Preparing your business for global e commerceEletrak Leaders
This document provides guidance for online retailers to prepare their business for global e-commerce. It covers collecting product information such as HS codes and country of origin. It also discusses export controls, ordering and payment processes, and shipping and returns when selling internationally. The guide includes case studies from companies that have experience with global e-commerce to illustrate best practices. It aims to explain the key information and compliance requirements to complete international sales and integrate that data into business operations from the start of the sales process.
DMA (Direct Marketing Association) Email Tracker Study 2017Christopher Hughes
Despite new innovations in customer engagement, email marketing still outperforms all other marketing channels in terms of return on investment, the average ROI for every £1 spent increased compared to last year, up to £30.01 from £29.64 last year.
One in ten marketers admit their emails aren’t relevant to customers. Are we in danger of killing email with irrelevant content?
While email remains ‘important’ or ‘very important’ for the vast majority, 95%, of marketers, it's a curious paradox that fewer than one in 10 (9%) say all their emails are relevant to their customers.
14 Secrets Of Sales And Marketing Integration That Maximise Business TasterNic Windley
14 rules of low cost, high return marketing led sales which align you with modern buyer trends, overcomes market scepticism and significantly increases your credibility without wasting time and money on conventional advertising and cold calling.
This document provides best practices for email marketers. It begins with the ten most important tips, which include only sending emails to those who opt-in and keeping content relevant. It discusses the difference between permission-based marketing and spam. Various best practices are then covered such as personalization, list segmentation, deliverability, and growing email lists. The goal is to maximize ROI through following permission-based marketing guidelines.
This document provides guidance on becoming a "super affiliate" in affiliate marketing. It discusses developing the right mindset of optimism and passion for success. Super affiliates create detailed processes for starting and scaling their affiliate businesses. They find high-potential niche markets and keywords to target using tools like ClickBank, Amazon research, and keyword planners. Super affiliates optimize landing pages, build backlinks, and use email marketing to generate leads and sales over time. The document also covers alternative monetization strategies like CPA marketing and how to approach international markets.
The document summarizes key findings from a study on the popularity and effectiveness of various types of promotional products. Writing instruments were the most commonly received promotional item, with around 50% of respondents in the US cities and Sydney reporting receiving one in the past 12 months. Shirts and bags were also widely received. Effectiveness varied by location, such as 53% of Rome respondents receiving a shirt, the highest of any city. The study analyzed popularity and perceptions of promotional products across various demographics.
The document is a 2012 training catalogue from People First - Total Solutions, an organization that provides training and consulting services to non-profit organizations. It outlines their mission to assist non-profits in mobilizing people resources. The catalogue describes the company's services, rates, trainers, and available training courses covering topics like volunteer management, governance, strategic planning, and diversity. Course topics are aimed at strengthening organizations and equipping staff and volunteers.
Global Advertising Specialties Impression Study - 2014 Edition
A cost analysis of promotional products versus other advertising media released at the 2014 ASI Power Summit.
The J Paul Company http://www.jpaulco.com
This document is the table of contents for the book "Restaurant Basics" by Bill Marvin. It outlines 18 chapters that discuss why guests don't return to restaurants and how to improve that. Specific chapters cover external appearance, seating, cleanliness, menus, service, attitudes, families, disabled guests, and management mistakes. The goal is to discuss the "momentous minutiae" or small details that can improve the guest experience and drive repeat business.
The report summarizes new research on e-commerce user experience, comparing findings to the first edition from 2000. Key findings include:
- Success rates have improved from 56% to 72%, but many failures are still due to poor content.
- Search success has increased from 51% to 64% but falls short of user expectations.
- Old guidelines from 2000 were largely confirmed, showing the longevity of usability findings.
- Sites must support different shopper types beyond known-item purchases.
- Loyalty programs can increase direct traffic and conversion rates compared to search-based visits.
The document is a report from Salesforce that analyzes survey responses from over 2,500 small and medium business owners and leaders worldwide. It finds that:
1) Communities and governments significantly stepped up support for SMBs during the pandemic, with two-thirds of SMB leaders saying this support was important for business survival.
2) SMBs are prioritizing customer and employee engagement by focusing on transparent communications, flexibility, and meeting rising expectations for online services.
3) Most SMBs accelerated technology investments over the past year to help their businesses adapt, with over half of growing SMBs increasing spending on sales and customer service tools.
This document provides an integrated marketing communications plan to address binge drinking among 18-24 year olds. The plan includes secondary and primary research findings which identify the target market as "SLICKs" (Socially Linked, Image Conscious, Key holders to the Future) and further segment them into three types of "Party Animals" - Monkeys, Sheep, and Turtles. The primary target is the Sheep, who are social drinkers influenced by their peers. The goal is to shift the social perception of binge drinking and influence the Sheep to discourage dangerous drinking. The plan includes objectives, insights on binge drinking behaviors, and proposed strategies for digital, traditional, and promotional initiatives.
This document appears to be the table of contents for a book titled "Buyers, Sellers, and Advertising" by Joe Piergrossi. The book is about understanding and improving small business advertising. It is divided into 16 chapters that cover topics such as different types of buyers, advertising as a way to solve customers' problems, building better advertisements, using discounts and coupons effectively, and competing with large retailers. It also includes several workshops and case studies related to advertising and small business.
The pet and veterinary industry is wide in range and services, so adding new customers with targeted media can be expensive when you go the traditional advertising route. Not so with email marketing: Benchmark Email's new guide, Pet & Veterinarian: The Proper Care & Feeding of Your Business through Email Marketing, will show you how to launch an email marketing campaign and improve your visibility, increase your subscriber list and boost your bottom line - and spend less than you did on traditional advertising units. Build a great online reputation and bring your prospective clients the information they really want to know.
Whether your company is erecting the world's tallest tower or designing the most aerodynamic golf ball known to man, the primary goal is always to grow business. These days, traditional forms of media like newspapers and Yellow Pages don't quite cut it, as consumers are more tuned in to smartphone technology than the classified section. Take advantage of Benchmark Email's comprehensive guide to Email Marketing for the Construction and Engineering Industry to elevate your online promotions. Inside, we'll show you how to build a great online reputation and bring your prospective clients the information they really want to know.
When companies need a hand figuring out any range of issues, they call in consultants. When consultants need a hand reaching out to old and new clients by modern means, they call Benchmark Email. A forerunner in helping consulting agencies break away from old forms of media marketing and into the highly profitable, highly affordable medium of email marketing, Benchmark Email has compiled a comprehensive guide for consulting industry professionals. We'll show you how to increase subscribers and create actionable strategies for promotions improvement, navigate the waters of online marketing legislation and provide cost-effective and efficient tools for boosting your bottom line.
No matter which sector of the market you work in, all real estate agencies were hit hard by the economic downturn and home prices have yet to fully rebound. On top of that, Real Estate is an industry often flagged by spam filters before it even reaches the inbox. Yet both factors can be overcome; the first with time, the second with best email marketing practices. Benchmark Email has compiled a white paper for the real estate agencies across the country enumerating the current industry statistics and providing actionable strategies for improvement. In Real Estate: Maximizing Lead Generation with Email Marketing, we'll teach you how to build a great online reputation and bring your prospective buyers the information they really want to know.
Benchmark serves up a full course of email marketing statistics for the restaurant industry. Explore proven email marketing strategies and learn how to follow both current legislation as well as the best practices of your industry. If you want to engage your customers like never before then join the online marketing revolution and expand your social media presence for pennies on the dollar. We've included the most pertinent information for cooking up a solid email marketing plan. So what are you waiting for? To really make your email promotions sizzle, indulge in Restaurants: Riding the Crest of the Foodie Revolution with Email Marketing.
Your automotive or motorcycle dealership thrives on customer interaction and satisfaction. Now you have the opportunity to go beyond traditional media and engage prospects directly by expanding with social media, email and online marketing. If you partner with Benchmark Email, you gain access to open rates and unsubscribes - see what subject lines catch a customer's attention and which kinds of newsletters leave them flat. Best of all, in this comprehensive email marketing guide, we take you through the current state of automotive dealership marketing, compare metrics across dealerships and industries and prescribe a great, interactive way to connect with your customers and optimize your business.
Whether you're running a small private preschool or advertising continuing education services at a prestigious university's night school, reaching new and recurring clients is paramount to the success of your institution. Benchmark Email has compiled a comprehensive guide for education institutions, enumerating the current industry statistics and providing actionable strategies for improvement. In Email Marketing for Education Institutions, we'll show you how to build a great online reputation and bring your prospective clients the information they really want to know
The Benchmark Email Complete Guide to Email Marketing is the most thorough textbook ever written on the modern email marketing process. Written to be neutral and informational about email marketing as a whole, you'll find our complete guidebook indispensable no matter whose service you are using. The book compares email marketing to traditional forms of promotion & marketing while explaining what the tools are, why you need them, and how you'll use them best to promote your business or organization. You'll get great tips on writing effective copy and content for your newsletters.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
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From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
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Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
2. Foreword
A thousand cups of wine do not suffice when true friends meet
but half a sentence is too much when there is no meeting of minds.
- Chinese proverb
Wineries in the 21st century face unprecedented competition for the
attention of their customers. Regardless of preferred varietal, vintage,
geography, or price point, the wine enthusiast faces hundreds or even
thousands of choices. With standards set by self-regulatory industry
organizations magnifying federal and state restrictions on wine
advertising and promotion, the small or medium sized winery operator
may find the challenge of reaching out to new customers and nurturing
sales from the existing clientele to be overwhelming.
These are the reasons why an ever-growing number of wineries are
turning to email marketing campaigns as their favored marketing
strategy. The dominance of email as a preferred business marketing
vector has been driven primarily by its very low cost and remarkable
return on investment (ROI). According to the 2009 Direct Marketing
Association report, email marketing returns $43.62 for every dollar
invested.
The returns that email marketing offers the winery industry are
lucrative, but the complexity and intricacy of mounting a proper, legal,
ethical and effective email campaign can be daunting. Our survey of
wineries has found that nine out of ten do not track their click-throughs
(the number of times where their emails achieve a response), and
nearly that number do not apply critical email subscriber segmentation
techniques to target specific groups... but simply fire off the same email
newsletter to all their subscribers.
Many in the winery industry are engaged in email marketing but are
failing to derive its full benefits. That is why I commissioned this
manual: to investigate the current practices in the industry; to analyze
what is being done right and what is being done wrong; and to provide
a coherent set of solutions so that all wineries may drink from the cup
of plenty.
- Curt Keller
CEO
Benchmark Email
3. Table of Contents
Introduction. .........................................................................1
.
Winery Email Marketing Survey.
.................................................4
Over 150 Wineries Participated in This Survey.................................................. 4
Winery Email Campaign Sending Frequency...................................................... 4
Winery Email Content Type............................................................................... 5
How Wineries Obtain Email Subscribers............................................................ 5
Typical Winery Email Subscriber List Size.......................................................... 6
Winery List Segments. ...................................................................................... 7
.
Email Open Rates for Winery Campaigns........................................................... 7
Industry Open Rates......................................................................................... 8
Winery Subscriber Click-Through Rates............................................................. 8
Versus Industry Click-Through Rates................................................................ 9
.
Individual Winery Approaches to Email Marketing. .................10
.
Targeted Email Campaigns Through Segmentation......................................... 10
Email Campaign Personalization..................................................................... 10
Offering Email Discounts Works...................................................................... 10
Seasonal Marketing & Reinforcing Limited Availabilty..................................... 11
Being Exclusive Works for Some. .................................................................... 11
.
How Wineries Build Subscriber Lists........................................12
Physical Sign Up Sheets.................................................................................. 12
Offering Useful Information as the Incentive................................................... 12
Online Sign Up Boxes and Word-of-Mouth....................................................... 12
Building by Sponsoring Community & Live Events. ......................................... 13
.
Putting It All Together . ...........................................................13
Winery Email Marketing Goals. ................................................14
.
Short Term Goals............................................................................................ 14
Long Term Goals............................................................................................ 14
Implementation.............................................................................................. 15
Success with Segmentation......................................................15
.
Vary the Content ........................................................................................... 15
Review Personal Information . ........................................................................ 15
Accumulate More Data. .................................................................................. 15
.
Convert and Sell............................................................................................. 16
Review Their Activity...................................................................................... 16
4. Branding...................................................................................16
Design the Message . ..................................................................................... 16
Content Relevance ......................................................................................... 16
Landing Pages................................................................................................ 16
Opting In........................................................................................................ 17
You’re Welcome Here ..................................................................................... 17
Metrics. ....................................................................................17
.
Open Rates .................................................................................................... 17
Click-Through Rates....................................................................................... 17
.
Conversion Rates. .......................................................................................... 17
.
Take the Long-Term View .............................................................................. 18
Testing.....................................................................................18
Subject Lines ................................................................................................. 18
Mix Up the Content . ...................................................................................... 18
Multiple Landing Pages................................................................................... 18
Compliance...............................................................................19
Be Aware of CAN-SPAM................................................................................... 19
Make It Easy to Get Out ................................................................................. 19
Manage the Bounces....................................................................................... 19
Privacy Policy................................................................................................. 19
.
Benchmark as Your Winery Email
Marketing Solution...................................................................19
It’s Powerful, Affordable, Fast DIY................................................................... 19
Or We Can Do It for You . ............................................................................... 20
Industry Standard Features............................................................................. 21
We Understand Wineries................................................................................. 22
Results........................................................................................................... 23
Come and Find Out How Your Winery Can Grow
with Benchmark Email.................................................................................... 24
.
About Benchmark Email. ..........................................................25
.
5. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Introduction
This guide, Winery Email Marketing: The Successes, The
Shortcomings, and The Solutions, is designed and compiled to assist
the winery industry in improving their email marketing campaign
efficiencies through:
• Learning what other wineries have found successful... or not
• Understanding the various elements that go into proper
winery email marketing
• Realizing the challenges of implementing an effective and
legal campaign
• How to obtain optimum results by discovering the coherent
solution
Wineries throughout the United States and Canada were solicited
for anonymous statistical information and some agreed to
personal interviews regarding their email marketing practices and
experience. This information has been distilled into this paper and
can be found in detail in the Winery Email Marketing Survey section.
This manual is intended to offer a comprehensive set of questions
that any winery seeking an email marketing solution should
ask, and also provide the answers that can resolve the negative
problems and boost the positive results. By surveying the current
state of winery email campaigns, analyzing their performance,
and supplying empirical solutions, it is the desire of the authors
to advance the state of ethical, effective, and proper winery email
campaigns everywhere.
Background
The marketing and promotional challenges faced by wineries
are extensive and vary considerably from most other industries.
According to marketing consultant Andy Mitchell of Proximity Pulse,
“there is no other product in any other category where consumers
are actively encouraged not to be brand-loyal, but encouraged to
explore and to change.” The prototypical decision matrix followed
by consumers sequentially considers:
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6. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
1. Color: Red, white, rose, champagne
2. Price Range: Bargain to Stratospheric
3. Grape Varietal: Aglianico to Zinfandel and everything in
between
4. Brand: Tens of thousands to choose from
With an estimated 7,000 commercial wineries in the United States
alone, and likely another 25,000 around the world, the level of
competition in the winery industry is intense. Very few industries
span the range of pricing that is encountered in the winery
business, with some bottles selling for under two dollars retail while
others can fetch hundreds, or even thousands of dollars. The size of
these operations varies widely as well, with some boutique wineries
producing only a handful of cases per year while corporate giants
like Constellation Brands sell nearly one billion bottles of wine
annually.
Even the larger wine stores may only carry up to about a hundred
brands, thus shelf space is at a premium. Many wineries do not have
the production capacity or the resources to achieve high penetration
rates into retail locations. With thousands of American wineries
alone all competing for the customer’s attention, the overload of
diverse winery marketing can lead to customer distraction in any
form of large scale advertising.
The self-regulatory standards for the wine industry place a number
of restrictions on winery advertising, including forbidding any
marketing approaches when an audience consists of more than 30%
of individuals who are under the legal drinking age. This restriction
effectively quashes a winery’s ability to place advertising in most
broadcast media and horizontal print publications.
These difficulties in reaching a broad base of wine consumers are
the specific reasons why many small and medium sized wineries are
primarily turning to email marketing in order to provide them with
the direct approach that provides the most cost effective results.
Unlike almost any other form of advertising, email marketing
campaigns can be narrowly targeted and focused exclusively on
consumers who are in the market for a specific type of wine.
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7. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Many other industries can count on a majority of their email
campaign opt-ins to be generated through online promotions
and through their websites, but that is not necessarily the case
in the winery industry. Most wineries build up their newsletter
subscription lists through painstaking collection of email addresses
from customers and prospects in a variety of ways:
Fairs & contests
In-store displays
Public events & concerts
Trade expos
Website signup page
Wine Club members
Wine tastings
Winery visits & tours
Labeling and personality drive wine marketing, and the recent focus
by wineries on terroir-based geographical and appellation promotion
further presents opportunities for email campaigns. Email allows for
specific information on geographical characteristics of wines to be
presented in a highly targeted fashion, and specifically to customers
in the market for that particular feature. A single winery producing
a Grenache and a Pinot Noir can segment their list to the consumers
who prefer each varietal and thus conduct a conversation that
specifically interests and engages the reader.
According to consultant Stephan Spencer of Netconcepts, “wine is
particularly well suited to email marketing because it allows the
winery to build mindshare with the end consumer inexpensively
and on a schedule that the winery controls. If they need to move
some stock quickly, they can push out an email campaign to their
house list. If they really need to move the stock, they can offer it as
a discount or provide some other incentive.”
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8. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Winery Email Marketing Survey
The winery business is a highly competitive and tightly held one,
and although wineries were willing to supply statistical data for
inclusion in our overviews, most were recalcitrant to have the
figures directly attributed to them.
Over 150 Wineries Participated in This Survey
A total of 157 wineries involved in email marketing campaigns
responded to survey requests, and a total of 21 wineries
participated in separate interviews.
The respondents were primarily small or boutique wineries, with
a total of 79% listing themselves in these categories against 19%
medium and 2% large.
Winery Email Campaign Sending Frequency
Their email send frequency is primarily of a quarterly nature with
54% of wineries engaging in four times a year sends. Monthly sends
contributed 30% of the total, with a seasonal or annual send totaling
7%. Given the seasonal nature of the wine industry, with specific
harvest and release dates, it is not surprising that some smaller
wineries tend to only conduct email promotions and marketing at
times that coincide with their wine releases.
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9. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Winery Email Content Type
The content of the wineries’ emails showed that the most common
type is the combined informational and sale / discount format. This
allowed the wineries to not only educate their subscribers on their
offerings but also to provide incentives to purchase. Campaigns that
involved sale / discount offers alone in a form of email coupons or
basic notices totaled 16%, and purely informational emails with no
element of sale /discount constituted 7% of the total.
How Wineries Obtain Email Subscribers
The sources of winery email campaign subscribers are varied, with
promotions resulting in a total of 32% of the overall lists. These
promotions leading to list signups run the gamut from traditional
advertising to in-store displays. A subset of this promotional
proportion is wine club members that most often commit to
receiving specific wines as released. The small winery industry
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10. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
continues to be a face to face business, with fully 52% of the lists
being constituted of email addresses collected individually, either
right on location at the winery through visits, tours, and tastings; or
at fairs, events, and contests.
Typical Winery Email Subscriber List Size
The overall size of the wineries’ lists of email subscribers reflects
the figures showing that almost four out of every five respondents
are small enterprises. Fully 32% of the wineries had lists smaller
than 1,000 email addresses, with 33% involving 1,000 to 3,000
email addresses, 24% tallying 3,000 to 5,000, and only 11% having
more than 5,000 subscribers.
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11. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Winery List Segments
The most significant factor relating to the overall small size of
the wineries sampled is the widespread lack of sophistication in
advanced email techniques and understanding email metrics. Fully
86% of all respondents did not segment their lists in any way and
sent their email newsletter campaigns across the board to everyone
on their lists. Email metrics seem to be poorly understood as well,
with 68% stating that they did not know what their open rates were,
and an overwhelming 89% not knowing their click-through rates.
Email Open Rates for Winery Campaigns
Of the respondents who did track their email metrics, fully 13% of
them received an average of over 40% open rate, which is a very
high percentage when norms across all industries are considered.
8% reported an open rate of 25% to 40%; 7% were receiving 15% to
25% open; and only 4% were getting less than 15%.
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12. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
When only the reporting wineries that maintained email open rate
metrics are considered, then a remarkable 40% of wineries were
getting more than 40% of their emails opened; compared with 24%
receiving a 25% to 40% open rate; 22% obtaining a 15% to 25% open;
and only 14% reporting less than 15% of their emails opened.
Industry Open Rates
These figures tally up to indicate that wineries receive an average
open rate of 31.3%. This compares favorably with the average open
rate across all industries of 25.3%, and with the related industry
categories of Manufacturing at 26.7%; Restaurant at 26.2%; and
Retail at 27.6. Of the industries relevant to the wine business, only
Food showed a higher open rate at 36.6%.
Winery Subscriber Click-Through Rates
Given that only 11% of reporting wineries were aware of their
click-through rate, the sampling is extremely small for statistical
purposes. 12% reported a click-through rate of over 20%, 35%
obtained a 10% to 15% rate, 41% got 5% to 10% of their emails
resulting in clicks, and 12% reported a smaller than 5% click
through rate. It is difficult to make reliable determinations on such
a relatively tiny sampling, but overall the rates for both open and
click-throughs are well above general industry averages.
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13. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Versus Industry Click-Through Rates
These statistical results show wineries reporting a 12.8% clickthrough rate, which is almost three times the rate of 4.3% for all
industries. The closest industry, Food, reports a 7.9% click-through
rate, with Retail at 5.8%, Manufacturing at 4.9%, and Restaurant
trailing far behind at 3.4%.
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14. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Individual Winery Approaches to Email
Marketing
With the variety in the number of wineries comes the differences
in the approaches, with each winery having their own approach
targeted to their specific product mix and clientele.
Targeted Email Campaigns Through Segmentation
Unlike that remarkable 86% of all reporting wineries, Canyon Wind
Cellars in Palisade, Colorado, maintains meticulous control over
their segmentation, differentiating the customers who subscribe
on their online signup form from those who express an interest
in receiving their newsletter at the many events the winery
participates in. Jay Christianson, on Canyon Wind Cellars’ marketing
team, reports that the winery tests emails and though they term
the success rate of their various new promotions sometimes
unpredictable, they are able to generate a strongly above average
open and click-through rates.
Email Campaign Personalization
Alpha Omega Winery in Rutherford, California is a committed
believer in email campaigns and their remarkable return on
investment. The winery states that their ROI is “very high” as their
email campaigns are successful in generating significant sales.
The winery has spent considerable time and effort to build up a
strong wine club membership: Wine Club Manager Bruce Donsker
emphasizes the value of turning email marketing into a personal
conversation, as the winery receives “very good returns by tailoring
our emails to each customer as an individual and not as a mass
mailing. We treat our customers as part of our family.” Alpha
Omega Winery is also aware of the importance of simplifying and
concentrating the email content. “Keep the message simple,” states
Mr. Donsker. “People are getting tired of long emails and do not
have the time.”
Offering Email Discounts Works
The development of their own wine club is the key to Ampelos
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15. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Cellars’ email successes in Lompoc, California. Their quarterly
email campaign is paralleled by a specific email newsletter
directed to wine club members. Co-owner Rebecca Work reports
that discount and special offers play a strong role in their market
accomplishments as “two for one” wine bottle offers, 30% off
discounts, and a variety of sales primarily drive their responses.
Offering promotional sale pricing works well for Calstar Cellars in
Santa Rosa, California. Winemaker Rick Davis reports that his winery
discounts new wine releases through their email campaigns. At
Calicaro Wine based in San Francisco, owner Dave Ball says that
the winery’s email sales are driven by “offering special pricing,
bonuses over and above regular purchases such as an extra bottle,
as well as free shipping.” Giulio Battaglini, Vice President of Sales
and Marketing at Battaglini Estate Winery in Santa Rosa, California,
sums up the value of discounts and special pricing in a very direct
manner: “usually the lower the price, the more successful the
promotion in terms of sales.”
Seasonal Marketing & Reinforcing Limited Availabilty
The informational aspect is also harnessed by Boyd’s Cardinal
Hollow Winery in North Wales, Pennsylvania, as they tend to
concentrate on discussions of the winery’s different types of wines
and any new releases the season may bring. Owner Christopher
Boyd also uses the winery’s campaign to inform readers of popular
wines that they have just sold out of. The winery has found
particular success in soliciting signups at their participation at
farmers’ markets in the local greater Philadelphia area. They do
not segment their list at all, providing their informative newsletter
to all subscribers, and this approach has led them to achieve a
respectable open rate.
Being Exclusive Works for Some
A winery can be a highly exclusive niche business catering to a
rarefied clientele. Victor Gallegos, General Manager & Director of
Winemaking at Sea Smoke Cellars in Lompoc, California, states that
the winery’s “list members receive an email each spring informing
them of their allocations for that vintage. They purchase in spring
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16. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
and we ship in November upon release. Our wines are completely
allocated and sold out prior to release.” The winery does not engage
in conventional email marketing, as Mr. Gallegos states that they
“have a waiting list of three years to get to be a member of our
wine list.”
How Wineries Build Subscriber Lists
Physical Sign Up Sheets
A proactive approach to collecting email addresses works well
in the wine industry. Christie Shertzer, Marketing Director at
Alexana Winery in Carlton, Oregon, asks for the email addresses of
everyone as they come in to visit the winery. They also have set up
a tasting bar signup sheet where buyers may enter their own email
addresses. Alexana Winery’s monthly newsletter contains a wide
range of information including events and new releases to solicit
sales. Their wine club is very popular and is separated into three
levels, with each type of membership receiving three shipments per
year and progressively higher discounts.
Offering Useful Information as the Incentive
Baldwin Vineyards in Pine Bush, New York, has built up their
subscriber list to several thousand primarily through requests by
winery visitors to receive their newsletter. The informative email
is issued almost monthly as events warrant and keeps subscribers
up to date on the winery’s current activities, including their varied
seasonal hours of operation, new wine products that are being
launched, and special local events that they either organize or
participate in. Co-owner Jack Baldwin states that the winery’s return
on investment is “exceptionally high,” and that they plan to “keep at
it” in order to further drive email generated sales.
Online Sign Up Boxes and Word-of-Mouth
Kim Bellingar, Administrator of Adelsheim Vineyard in Newberg,
Oregon, uses a variety of promotional approaches to reach out to
their customers that are all equally successful, and segments their
lists according to the campaign they are running. Cullari Vineyards
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17. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
in Hershey, Pennsylvania, has an online subscription form for
their quarterly email newsletter and terms it successful. Although
the winery does not segment their prospects, Co-owner Salvatore
Cullari is aware that their main driving force for subscribers is word
of mouth, thus concentrates on improving that aspect.
Building by Sponsoring Community & Live Events
Special Event Manager Jennifer Franklin at Concannon Vineyard in
Livermore, California, casts a wide net in its approach to seeking
new email subscribers. The winery’s drive for signups concentrates
on local events, as well as the special winemaker nights, and
music concerts organized by them. They ensure that they have
a visible presence at major “live” events that are occurring in
the central California region in order to solicit new recipients for
their campaigns. Their monthly email promotions feature both
current weekday specials and build anticipation with sneak peeks
at upcoming special offers. The winery’s newsletters are very
informative, featuring updates of the winery’s products and recaps
of the month’s events.
Putting It All Together
Dutch Henry Winery in Calistoga, California sends emails to their
wine club customers two weeks before their wine is shipped,
informing them of what product is arriving, as well as the pricing.
They generally add a supplemental wine offer, which nets
considerable extra sales. The special wine club offers typically
discount a particular product from their stock and are termed
successful by Gary Koehler, the winery’s “Official Man Of Many
Hats.” “We do roughly a third of our sales retail from the winery,
a third from wine club, and a third from wholesale,” Mr. Koehler
states, and email campaigns generate a respectable amount of
income from the first two thirds: “about 10% of our sales from retail
and wine club, for a total of 20% overall.” The winery also uses
emails in order to promote their own concert series, as their “music
programs always net new buyers. The tried and true always show
but half of those attending our events are new guests.” Mr. Koehler
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18. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
has learned the value of proper campaign timing as the winery’s
“email promotions are definitely profitable, but you have to be
careful not to over-email.”
Winery Email Marketing Goals
Whether a winery is marketing a $1,500 bottle of Petrus Pomerol
1998 or a jug of Two Buck Chuck, it is imperative that the specific
goals be visualized and the email campaign be tailored to suit.
Marketing to an audience that can range from the oenophile who
can identify the tannins from the north slope to the customer who
only understands a choice of red or white takes a realistic and
actionable plan separated into short and long term achievements.
Short Term Goals
What can be expected from a proper, full-scale email marketing
implementation in terms of immediate, short-term results:
•
•
•
•
•
•
Brand recognition
Customer participation
Encourage new customers
Same quarter sales
Stimulate horizontal label choices
Word of mouth
Long Term Goals
What a winery may expect from engaging in a comprehensive set of
email marketing campaigns over the longer term:
•
•
•
•
•
•
Brand loyalty
Competitive position
Horizontal label expansion
Market segment dominance
Reinforced propriety of customer choices
Year on year sales
The advantages of a coherent email campaign for the marketing of
your wine brand are powerful and compelling. As will now become
clear, they are also extremely challenging.
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19. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Implementation
The factors that must be considered when embarking on an email
campaign are numerous. Failing to carry out any one of them can
not only cripple the efficiency of your entire marketing campaign,
but might even open your winery up to the possibility of serious
legal charges.
Success with Segmentation
Boutique vineyards with just a couple of planted acres must
segment just as carefully as the large-scale wineries, which produce
a dozen varietals for international distribution. It is a predominant
misconception in the winery industry that a consumer who
prefers a Cabernet Sauvignon will differ from the Rheinriesling
buyer, and that is all the list segmentation that is required. When
winery marketing data is analyzed, it is usually found that there
are countless segmentations that can be performed on the list,
including demographic, psychographic, behavior, and lifecycle
factors: Therefore a mature, upper income Cabernet drinker will
have much more in common with a Riesling purchaser in the same
income and age bracket than they would with a young, inner-city
Cabernet enthusiast.
Vary the Content
With relatively few wineries segmenting their lists at all, the industry
is generally complacent about targeting their content and tends
to believe that a universal content is satisfactory. Segmentation
analysis can lead to a deeper comprehension of your audience and
you should craft your content according to each characteristic.
Review Personal Information
A winery should collect as much demographic data on its prospects
as feasible and use each piece of information to its fullest extent.
Ample opportunities can be derived by analyzing behavioral and
demographic segmenting.
Accumulate More Data
Once you have established your brand’s credibility with your
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20. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
customer, they may feel comfortable in sharing more personal
information, which you can apply to laser-target your segmentation
efforts.
Convert and Sell
Lists may be segmented based on the conversion or purchase
history. Keep in mind that conversions are not necessarily
purchases but interest shown, which may likely lead to future
buying.
Review Their Activity
What a customer does once they receive your email can be a
considerable boon to your segmentation efforts. You can review
basic metrics such as open and click-through rates to determine
their individual behaviors and appeal to those specifically.
Branding
A wine’s brand is the essence of its success or failure in the
marketplace. The perception and impression of a brand can occur
in a fraction of a second, thus each and every aspect of a winery’s
email marketing has to be audited against the personality the
winery is attempting to project through its email campaigns.
Design the Message
The appearance and design of the email content must accurately
reflect your brand and create a lasting positive impression on your
customers.
Content Relevance
The content and newsletter copy must complement and bolster the
core brand message in order to allow the customer to feel confident
that their choice of your winery is the correct one.
Landing Pages
The destinations your email campaigns lead consumers to - the
landing pages - must reflect your wine brand’s identity and values
as much as the original email’s content.
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21. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Opting In
First impressions are exceptionally significant, thus your opt-in and
signup pages will determine the expectations and impressions that
your customer will have about your wines.
You’re Welcome Here
Just like your emails, as well as your landing and signup pages,
the autoresponder welcome messages have to reinforce your wine
brand identity.
Metrics
Our survey showed that nine out of ten wineries were not even
aware of their click-through rate, and two out of three did not
track their open rates. Sending out email campaigns without
tracking critical email metrics is a fundamental error as it blinds the
winery to a wide range of factors that can be utilized to improve
conversions and sales.
Open Rates
An open rate is essentially the difference between the emails that
are being read and the ones that are ignored and trashed. Testing
from one campaign to the next and tracking this critical metric can
provide invaluable information on improving your email marketing
efficiencies.
Click-Through Rates
Once an email is opened, the desired effect is that a click on a link
leading to your landing page is carried out. The basic principle of
email marketing is to get your prospects to become your clients,
so analyzing what percentage of your emails turn into trips to your
website is also critical.
Conversion Rates
Contrary to popular belief in the winery industry, not every
conversion equals a bottle of wine going out the shipping dock. If a
customer fills out a contact form, an online survey, a referral, or any
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22. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
action that is considered valuable to your sales efforts, that counts
as a positive conversion point.
Take the Long-Term View
Individual campaign metrics only tell part of the story, especially in
a strongly seasonal and cyclical industry as wine. Reviewing your
metrics over at least a year or two can help you identify ways to
accentuate the peaks and flatten out the troughs.
Testing
Alongside inadequate segmentation and metrics analysis, the winery
industry tends to under-test their email campaigns. The process of
drafting a newsletter, blasting it to everyone on the list, and then
not even reviewing the statistics, is robbing wineries of extremely
important data that can be utilized to significantly boost sales.
Subject Lines
Those few words in the email’s top subject line are often all your
customer ever sees of your campaign, thus it is imperative that
it be finely crafted to encourage opening. Varying just a couple
of words can often have a considerable impact on open rates,
making extensive subject lines testing a prerequisite to a successful
campaign.
Mix Up the Content
Create a variety of graphic and textual content options for each
campaign and test each one. In many cases you’ll find that even if
the basics of the email are identical, switching up the appearance or
writing style can have a powerful positive or negative result.
Multiple Landing Pages
The creative variance of email content applies to landing pages
as well. A variety of emails should lead to an equally varied
spectrum of landing pages based not just on varietal but also on
demographics and behavior. Dovetailing these variabilities to your
segmentation data can allow you to precisely target to the exact
group of prospects.
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23. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Compliance
Completely innocent email marketing mistakes such as
inappropriately targeting underage recipients or failing to obtain
clear permission can land a winery into a legal minefield with the
possibility of stiff fines and other serious liabilities. Every aspect of
your email campaign needs to be audited for strict compliance with
not only federal and state laws, but even self-regulatory standards.
Be Aware of CAN-SPAM
Federal regulations strictly govern the sending of emails and even
the slightest violation of CAN-SPAM can bear harsh penalties.
Make It Easy to Get Out
Unsubscribe processes must be accurate, immediate, and
consistent. There are a wealth of guidelines which must be adhered
to in order to ensure that 100% of unsubscription requests are
swiftly and fully honored.
Manage the Bounces
Soft and hard bounces need to be addressed separately and in a
coherent manner. Different rules apply to each, and repeated sends
to hard bounce emails can quickly ruin your email reputation by
lumping your winery in with spammers.
Privacy Policy
Copying and pasting another website’s privacy policy is a recipe for
legal disaster. Your privacy policy should be specifically drafted for
your winery and reviewed and approved by your attorney.
Benchmark as Your Winery Email Marketing
Solution
It’s Powerful, Affordable, Fast DIY
The synergy of your winery partnering with Benchmark Email can
significantly ease these onerous time and resource burdens and
streamline your campaign’s overhead, leading to more sales and a
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24. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
higher Return On Investment! One of the world’s leading providers
of email marketing services for business, which is trusted by over
73,000 loyal users, Benchmark Email offers a revolutionary and
innovative system specifically and exclusively designed for wineries:
their exclusive Winery Email Marketing Solution. Our do-it-yourself
online solution combines an easy-to-use browser based interface
along with industry-standard email marketing features designed
to help you to professional business to customer messaging
through email and social networking. It’s easy, fast, powerful and
very affordable. You can honestly get your first campaign going in
minutes.
Or We Can Do It for You
And for those that are either too busy or too focused on making
great wine to manage the email marketing process, Benchmark can
do it for you with We Do It for You full service email marketing.
Simply provide us with your winery’s contact lists along with what
you’d like to say and we will conduct your entire campaign for you.
Please view the link to see all the great work we can do for you, and
for how little it costs.
The email marketing experts at Benchmark Email not only utilize
the highest level of state of the art technology to manage every
aspect of your campaign transmission, but our graphics and content
specialists can offer custom templates to perfectly suit your wine
brand’s personality and labeling. Real-time email reports will
provide extensive metrics, which clearly and lucidly allows you
insight into the performance of your emails. Our email concierge
team will ensure that every aspect of your campaign is in full
adherence to legislation and self-regulatory industry standards. It’s
like hiring your own in-house team of email professionals.
Unlike employing an entire group of new personnel, Benchmark
Email’s monthly Winery Service Package costs less than a typical
case of wine. This complete turn-key, fully personalized and
individualized service covers every imaginable factor required by a
comprehensive, effective, and professional winery email campaign.
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25. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Industry Standard Features
Whether you choose our Do It Yourself option or We Do It for You,
Wineries benefit from these great features:
Complete Video Integration - Our unique video email
method means that virtual tours of the winery, messages from
your family, even wine education can be sent to customers’
inboxes without clogging their inboxes with large files.
Contact List Management - As your list burgeons, the task
of keeping it accurate and up to date balloons exponentially.
Benchmark’s email list management tools make it easy to
build, segment and clean your multiple subscriber lists.
Creating & Focusing Campaigns - Promoting your winery
is much more than just sending out special offers. Benchmark
gives you the resources for sending out many types of email
campaigns.
High Volume Plans - Even the smallest winery gets our best
features and service, but should your needs extend to sending
over 150,000 emails per month, our high volume plans offer
special accommodations unique to your high traffic needs.
Expertise & Technology - Benchmark Email operates their
own highly sophisticated infrastructure, therefore have
ultimate control over every aspect of the transmission of
your email campaign. This ensures efficient and trouble-free
delivery of any form of email from text to HTML.
Delivery Assurance - Enjoy sky-high email delivery rates
because of our great relationships with all the major ISPs, our
strict adherence to email marketing best practices, and our
firm anti-spam stance.
Full Tracking Reports Featuring Visual Graphs Benchmark Email’s comprehensive email tracking reports
explain your campaign’s results in clear language, free from
industry jargon, and accompanies each statistical group
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26. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
with attractive visual graphs which allow you to measure
performance at a glance.
Social Network Tools - Many wineries already collect email
addresses at trade expos, tastings, fairs, concerts, in-store
promos, and winery visits, but are missing out on the wide
range of social media strategies that exist on networks like
Twitter and Facebook. Our integration means you can easily
put your message where your customers are and they can get
their feedback – and business – to you.
Polls & Surveys - The positive participatory aspect of online
polls and surveys is unmatched in the email marketing arena,
and with Benchmark Email, you can custom-tailor a variety of
customer participation processes to powerfully advance your
winery’s marketing goals.
Advanced Message Scheduling - Your emails can be
scheduled to go out at any hour of any day far in advance.
With autoresponders, you can also schedule countdown timers
to coincide with events: when a customer is added to a list,
their birthday, renewal dates, or any anniversary.
Templates - We have hundreds of specialized email templates
to fit any promotional, branding, holiday or special occasion.
All are fully and easily customizable. We can even create a
special template for your winery.
We Understand Wineries
There is more to a winery campaign than just offering a discount.
There are specific times of the year when a sale can really boost
turnover, and other times when all you’re doing is selling the same
number of bottles you’d sell anyway but for less profit. Benchmark
Email honors the cyclical nature of the seasons for the various
varietals and the unique nature of winery promotional methods:
Concerts
Contests
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27. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Daily, weekly & monthly sales
Extra bottle specials
Fairs
Free or cut price shipping
Group sales
Harvests
Holiday promotions
Home parties
In-store promos
Local & regional approaches
New product launches
Promoting word of mouth
Referral enhancement
Restaurant & bar promos
Special event marketing
Sports matches
Trade expos
Two for ones
Varietal-specific approaches
Wine Club optimization
Wine crushings
Wine tastings
Winery visits & tours
Results
The results that wineries can expect from the full extent of the
superlative Benchmark Email Winery Service Package vividly
translate to bottom line outcomes:
Cost / Benefit analysis
Sustainability
Scalability
Fast launch
Full service provision
Ease of liaison & information exchange
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28. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
Come and Find Out How Your Winery Can Grow with
Benchmark Email
Benchmark Email’s Winery Email Marketing Solution and our We
Do It for You service are designed to maximize and optimize any
winery’s email campaigns.
There has never been a specialized email campaign service for
wineries that can compare to our combination of award-winning
features, high-value affordability along with a plan conceived,
engineered, and implemented especially for the winery industry.
If you’re ready to take your email campaign out of dormancy and
avoid fiascos which draw off sales, while extracting the benefits
and harvesting the results of a thoroughly fortified and vigorous
marketing scion, decant the Benchmark Email Winery Service
Package to help your business bloom... or risk withering on the
vine.
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29. Winery Email Marketing:
The Successes, The Shortcomings, and The Solutions
About Benchmark Email
Take powerful features by the dozen, sophisticated list management,
hundreds of email templates, ultra-precise reports and dazzling email and
video email. Now, package all that together for an extremely affordable
price. Sound appealing? That’s us.
There’s a reason – or 100 – that more than 73,000 users trust us with their
email marketing campaigns. With a second-to-none feature set, headachefree tools that make every campaign a snap and extremely reasonable price
plans, we’re the email marketing service for businesses of all shapes and
sizes.
At Benchmark, we’re more than email marketing experts, we’re innovators.
Our main aim is to perfect our email marketing service, but we also follow
social networking, search engine optimization (SEO) and Web 2.0 just so
our 100% Web-based software is completely compatible with the everchanging Internet world.
No other service gives you this robust, standard range of features for just
$9.95 a month to start. Find out for yourself by enrolling in our free, 30
day trial www.benchmarkemail.com/register.
Contact Benchmark Email
We welcome your feedback and would love to talk with you about your
email marketing needs. Please contact us at the addresses below.
Website: http://www.benchmarkemail.com/
Call: 800.430.4095
Email: sales@benchmarkemail.com
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