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Three Ways to Get Your Winery emails
Read.
Easy to say, hard to do.
One thing I know for sure, after sending millions of emails
and watching the result. If you don't think about your reader
first and above all, you will lose their interest.
I attended an email marketing conference recently and one
presenter, from a company, who was supposed to be talking
about email deliverability issues couldn't help but talk
about his company.
It went on and on. Actually it was only for 10 minutes
but for the whole of the 10 minutes I could only think of
one thing. Why does this matter to me? It doesn't really.
I want to hear about the topic I came to hear about.
And guess what? That is exactly what your reader thinks
about when they are reading your email. Here are three guidelines
to help you write email people want to read and most importantly
act on.
1. Think like a magazine.
What is the key to selling magazines? Well, one of them
is writing good headline copy on the cover. Read any magazine
cover to see what I mean. In email the subject line is exactly
that. It is the headline copy which tells your reader is
they should open up your email.
Pretend your audience has a list of 20 emails to choose
from when they open their email. Why would they open yours?
What's in it for them. What reason should they read it?
Split testing shows that a great subject line can improve
open rates by 100%.
The more people that read it the more people can act on
it.
2. Make it short.
People are pressed for time. You got them to open up the
email. Now get to the point. Long stories are wasted. And
to be honest people just don't want to hear about your company
BBQ. Tell them what you want them to know. Use bullet points.
The faster you can get the information out the better chance
readers will take the action you ask of them.
3. Give it a personality.
Your readers want to feel special. They want to feel like
you are talking to them. Write in a style that sounds just
like you would say it in person. The kiss of death for a
customer email is for it to sound like a textbook especially
when the email address is info@ -- dry, uninteresting, impersonal.
Give it a voice, your voice. Sign your name. Use a picture.
Take a look at the last few emails you sent to your customers?
Could they improve by applying these three steps? And if
they improve, could you get better results?
What would a 50% improvement be worth to you?
If you have found this site to be helpful, please recommend
it to your fellow winemakers:
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