During the pandemic, email marketing teamed up with ecommerce to save the day for many wine country businesses.
Merchants of all types sent a record number of emails in 2020. But consumers relied on email marketing even more than merchants, driving higher open rates, conversions, and direct sales.
“With email revenue up 86%,” according to AdWeek, “email marketing performance has skyrocketed” during the pandemic.
And for wine marketers using customer behavior to trigger automated email and text messages, the results were even better.
According to Listrak, alcohol beverage marketers averaged $0.07 of revenue for every marketing email they sent pre-pandemic. But in 2020, their analysis of 70 billion messages sent from 1000+ merchants revealed alcohol beverage marketers doubled their email revenue to $0.14 per name while sending more messages than ever.
Open rates, click-thru rates, and conversion rates all improved for marketers using automated email campaigns in 2020.
These results demonstrate the power of automated marketing for both consumers and merchants. It appears consumers truly value timely personalized messages sent by their favorite brands and show their appreciation with growing sales and customer loyalty.
The top-5 automated email campaigns used by alcohol beverage marketers in 2020 generated 8-to-100 times more sales per name than typical email blasts
Listrak also reported that the most profitable email messages sent by alcohol beverage marketers in 2020 were automated campaigns triggered by customer interest and past behavior.
“Back in stock” alerts drove the most sales per name, generating an average of $10.30 of revenue for every email sent — more than a hundred times the average of broadcast email campaigns.
Other automated email campaigns were also highly profitable.
Abandoned cart reminders, transactional messages, post-purchase sequences, and product replenishment campaigns generated 8-25 times more revenue per name than typical email blasts.
With growing interest in virtual visits and an ecommerce genie that won’t go back in the bottle, these results offer a way forward for DTC wine marketers in 2021.
For wineries looking to delight consumers with personalized service, engage more customers without doing more work, and grow profits by using the best practices of digital wine marketing, automated email marketing is a proven path to success.
Wineries already using a modern email marketing platform that makes it easy to launch automated campaigns can use Listrak’s new research to target their efforts this year.
But if reliance on last decade’s email marketing technology is holding your winery back, I invite you to move forward in 2021 by stepping up to PreferencePro Automated Wine Marketing.
Happy Selling!