Marketing Automation

Email Automations (Because, Your Team Isn’t Perfect)

October 8, 2021

Back in September I received an email from The WISE Academy that had some great data they were celebrating. Now, I’m celebrating the improvements but I also was ASTONISHED to see these gaps.

Here’s what I’m talking about, from the WISE Triple Score:
In 2021, tasting room staff ask for the sale 71% of the time.
They present wine club 38% of the time.
And they ask for permission to stay in touch by attempting contact data capture (read: email) 35% of the time.

Source: The WISE Academy

Why am I astonished by this information?

Shouldn’t your team be presenting loyalty options 100% of the time?!
And if you have followed me for any length of time then you know that the permission to stay in touch data point is going to make me go CRAZY…

Now, if you aren’t a winery don’t check out on me. Because, this is probably not just WINE INDUSTRY SPECIFIC, friends! This impacts every kind of business that has a brick and mortar presence. Your staff isn’t perfect. Email marketing programs can and SHOULD fill the gap.

Watch the video to get my fired-up take and some hot tips to help you CLOSE the gap left by imperfect team interactions:

CLOSE THESE GAPS WITH EMAIL AUTOMATION:

Send a post-visit follow-up email or series!

You could tell them about online specials
You can pitch your loyalty programming
You can help them tell THEIR friends about you

If they purchased from you but didn’t opt-in to email, optimize your TRANSACTIONAL email to encourage them to engage on social or opt-in for marketing email from you going forward! Don’t underutilize this highly opened / reviewed communication touch point. Your transactional emails CAN include up to 20% real estate for marketing messages, so use it!

Okay, so now the challenge is on you:

You need to go implement a post-visit follow-up email OR series, TODAY. Or at least, this week.

And, you need to review your transactional email to make sure you are not missing the opportunity to engage with your new buyer via additional future marketing.

Do it, then get back to me and tell me what you learned from me. I’m always here rooting for you and will do whatever I can to help you optimize ALL THE THINGS, send all the emails to make all the money!