Email marketing is complex.
As a business owner with a seemingly endless to-do list, finding the time for email marketing may seem impossible. But it’s worth it. Trust us.
Direct access to people’s attention is extremely valuable. People opt-in for your emails. These people are genuinely interested in hearing from you. They love your beers, ciders, wines, and/or spirits for a reason. Keep this in mind as you craft each email and target them specifically.
If you send emails with the intention of appealing to everyone, you are more likely to end up in spam folders. Instead, think about what your ideal customers want and need, and start small. Kickoff with a bi-weekly or monthly newsletter and build from there.
#1: CREATE COMPELLING AND CLICKABLE SUBJECT LINES
People are always judging an email by the subject line. So, take the time to brainstorm and make a list of options before you click send. Experimenting with different types of subject lines is helpful, too. If people click delete as soon as they read the subject line, nothing else matters.
Think like a consumer. Specifically your consumers. Are they beer drinkers, cider fans, cocktail lovers, wine enthusiasts, all of the above? Whoever your peeps are think about them as you type. P.S. beverage puns are always fun and emojis are eye-catching.
#2: ALWAYS CHOOSE QUALITY OVER QUANTITY
Marketing for the sake of marketing is a waste. Email marketing is no different. Just because you send email newsletters does not mean they are effective.
Don’t collect emails for the sake of collecting emails. Just because you have 500 contacts does not mean 500 people are opening your email. Aka emailing people who hate to drink doesn’t accomplish much for your business. The majority of your mailing list should include people you want to receive and open your emails because they are interested in your brand.
You can collect emails on your website, at vendor events, at your bar, and on social media. Keep in mind, different methods reach different consumers, so taking more than one approach is smart. Start simple by adding an on-site form to your website today.
#3: TURN YOUR SOCIAL MEDIA FOLLOWERS INTO EMAIL LEADS
If you don’t a single email address yet, that’s okay. Building your list from 0 to 100 is totally doable. If you already have an audience on social media, you’re already set up to succeed. Encourage your followers by promoting an opt-in offer or hosting a giveaway.
When you offer an incentive for joining your email list, people are 100% more interested. People love a free tasting. Plus, that’s one more reason for them to visit your distillery. That’s a win for everyone!
#4: REMEMBER YOUR BRAND
The craft beverage industry is cool. Your emails can be cool, too. The people on your email list like your brand. Be fun. Be personal. Be entertaining. Be you.
Debuting a new cocktail menu? Share a photo and recipe. If you have a calendar full of upcoming events, promote them here. If it’s a slow month for events, talk industry news. What’s the latest and greatest trend in the brewery world? Email newsletters are ideal for promoting your latest blog posts, too. Get creative and don’t be afraid to switch up the layout.
#5: THINK VISUAL FIRST
An email with a big block of text and 0 pics is likely to get lost in a sea of emails. People love visual content, especially when boozy beverages are involved. Bullet points are your best friends. Short, snappy headlines are preferred.
When you break your emails into sections, it’s easier for readers to consume. Plus, it gives you the ability to share more information in a single email. Teasing is totally acceptable here. You can share just enough to pique interest and link to your website for the complete story. And, always, always include a few images. Cute, crafty cocktails and dog-friendly patios are welcome here.
#6: SWITCH UP YOUR STRATEGY
Remember instant results are not everything. Loyal customers are. When you establish a dedicated readership, that’s success. The beauty of email marketing is you can adjust your strategy as needed. If open rates are low, make a change.
Different people like different beers. The same goes for subject lines, calls to action, and layouts. Certain ones are engaging to different audiences and testing helps determine your audience’s preferences, and that’s really what matters. Timing is key too. By switching up when you send your emails, you can see when you get the best response rate.
THIS IS ONLY THE BEGINNING
Email is important to your overall marketing strategy because it drives traffic to your website and sales to your establishment. And remember, newsletters are a piece of a larger email marketing puzzle.
Still stuck on finding the time? Understandable. That’s where we come in. You know your brand. We know email newsletters. That’s the dream team right there. Let’s get more consumers in your doors, together.