Grow More Than Grapes: Email List Building For Wineries
Wine sales have slumped with the economy, and only slight recovery is predicted for 2010. Wineries are dipping into a vat of ideas to increase sales, and email marketing is bubbling to the top.
As a winery, business email marketing lets you reach your regular visitors, area restaurants and retailers and even consumers separated by distributors. And it’s worth noting that millenials, the newest generation of wine drinkers, prefer their wine promotions online.
But to email these groups, you need them to subscribe first. Try these techniques for some creative list building that can make your emails just as popular as your gold-medal merlot.
Plant Seeds To Harvest Subscribers
- Have a name-that-vintage contest. Announce it on your bottle labels for a few months. Require an email subscription and send the entry form as an autoresponder. (Broadcast the form to your existing list so they can participate, too.)
- Rent a booth at a state fair or farm show, like the Pennsylvania State Farm Show. Offer tastings – for free or for a fee – and ask those who participate to sign up for your emails.
- Web-savvy wine drinkers are turning up on cork’d, a social networking site for oenophiles. Create a profile, connect with users in your area and clearly display a link to your sign-up form on your profile. (Note: If you don’t have a web site, you can now create a web form and AWeber will host it for you.)
- If you sell gift baskets, add a card inviting the recipient to join your club by subscribing to its emails. Direct them to a web form specific to club members.
- Wine expos happen both online, like Wine 2.0’s New York Expo, and in person, like the Boston Wine Expo. Show up with some solid wines and a way to collect email addresses – try raffling off a premium bottle as an exchange.
Area Retailers & Restaurants
The ones who stock your wines:
- If you take orders over the phone, simply ask them. (And keep a list near the phone so you don’t ask twice.)
- If you use a printed order form, include a place for their sign-up information.
- If you use an online order form, host a web form on that page.
The ones you would like to stock your wines:
- Make sure your web site includes updated contact information, lists your wines and has sign-up forms (on every page – you never know where site visitors will land).
- Bring them samples. And while you’re there, ask if they’d like to get your emails. Explain that you’ll inform them when you have new releases, so they can consider carrying them.
- Join networking sites like Global Wine & Spirits. Include a web form in your profile.
Want to Learn More?
For more information on email marketing for wineries, view our complete Email Marketing for Wineries Guide.
Uncork Your Thoughts
As a winery, how do you grow your email lists? Do you email each of the groups above?
If you aren’t a winery, which of these techniques can you translate to your business?