There are a multitude of digital channels available for marketing to consumers today. Search engine marketing, social media, and email marketing are just a few effective tools that can reach future prospects, but which is the best for generating leads and revenue?
Email marketing still remains to be the most effective tool with more than 70% of customers preferring email communication as their primary source to obtain information from the businesses they follow.
To get started, you’ll need to choose an email marketing software to host all your email content, contacts, and campaigns. There are a lot to choose from, but we recommend using Klaviyo or MailChimp, which are both compatible with the Corksy platform. If you need help setting up your account, click here for a step by step.
When it comes to email marketing, it’s crucial that wineries are constantly re-evaluating their marketing approach and content optimization to improve engagement, brand loyalty, ROI, and overall campaign performance.
Email optimization is best measured by how your audience engages with your content. If an email isn’t reaching the right audience (read about email list hygiene tips here) or enticing a viewer to engage, you’ll know it’s time to re-evaluate and optimize the content.
Let’s take a look at 6 of the best strategies for optimizing email content:
Subject lines are the first thing people see before clicking on your email content. It’s important that it captures the readers’ attention to entice them to click for more information. The more emails that are opened, the more information you’ll gather to learn about your audience.
The key to creating a successful subject line is to tailor the messaging to alleviate readers’ concerns, wants, and/or needs. When setting up your account, make sure that your company name is the sender, so the viewer knows that your winery is providing that need.
Subject messaging will be customized to the type of content you are sending out but always be sure to create a sense of urgency. Using phrases such as “Today Only”, “Last Chance”, and “Big Savings” will create curiosity to learn more.
Personalization is the key to solidifying loyalty and content engagement with readers’. There are a few different ways to customize email marketing content that should all be used interchangeably. Including a customer’s first name in the subject line has proven to have a higher click-through rate than ones that don’t. However, there is an appropriate time and place to include this so make sure you optimize accordingly (ie. if you are sending out an email campaign about a sale).
Personalizing emails by demographic and behavior information is also a great way to strengthen relationships and present content people are interested in. For example, including product recommendations based on past purchases or products they’ve viewed on your website will drive engagement while building customer loyalty.
With every email you send out, the goal is to direct readers to your website and drive them to a conversion. How do you do this? By including clear call-to-actions or CTAs. The first step is determining what you want your readers to achieve. Then create an eye-catching CTA button, link, or banner that directs them to the next step.
The CTA should draw visual attention when viewing the email, so be sure to use color, arrows, and bolding to achieve this. When including multiple CTAs in one email, the most important should be posted in the top half of your content where it’s easy to be seen. Similar to the subject line, the goal is to create a sense of urgency. Using messaging such as “Click Here”, “Shop Now”, and “Learn How” can achieve this.
The visual component of your emails is one of the most important elements of your email. Creating something that is visually appealing will draw the attention of the reader. Ultimately determining if they will continue reading or not.
Including good graphics and images that relate to your content are a must. This is what is going to make your email interesting to look at. However, make sure you’re using visual elements appropriately so they don’t take away from the overall message. Also, be sure to optimize your images for email and avoid using large, high-resolution images as they slow down the loading time.
Most people have short attention spans, so it’s important to keep messaging short and to the point. All information presented to your audience should be concise, clear, and relevant.
The key is not to overwhelm the reader with excessive text. Try breaking up lengthy texts with short paragraphics, bullet points, and visual graphics. Feel free to add color blocks and graphic icons to create visual interest. This will help present information in a manageable and exciting way, and therefore increase the success of your campaign.
Testing is important when ensuring that your content is optimized accordingly and is reaching the right audience. Using A/B testing is crucial for learning the best content optimizations for your audience. When sending out an email, try A/B testing subject lines, CTAs, email content to determine what resonates with your audience the best.
Email marketing is the most effective way to present information to your audience and drive website conversions. Get the most out of every campaign by utilizing the following tools:
Need help developing effective optimization strategies for your campaigns? We would love to help.
Please contact our marketing team here.
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