You wouldn’t expect to get ripped biceps doing one dinky little workout every quarter. You’ve got to get in the gym and do the reps!

Too many email marketers are emailing once a month or less to everybody on their list, never bothering to look at the metrics, and then being shocked at their flabby arms—I mean, flabby performance.

Today we are sharing a few specific ways you can get more reps to increase your email marketing prowess so that you too can be swole.

Welcome to the Email Mavens blog, the place for winery owners and marketing pros who want to sell more wine online by sending better marketing emails.

We started by saying that to get better email marketing results, you need to put in more reps. Let us set the record straight right now: We are not saying you need to send more emails. Although not sending enough can hurt your results, if you’re sending at least once every month, then I’m not going to bug you on this particular topic. That’s literally just the table stakes. So, if that’s astounding to you, then up your frequency a little bit and then come back to the rest of this content.

Okay, back to the gym.

In the gym, you get more muscle definition by increasing your reps, but you can also increase your weight. You can try different moves. Don’t skip leg day, right? You can mix up your modalities: work out in the sun, on a machine, go to a group class. And one of the best ways you can get more muscle definition is by working with a trainer.

We promise you, we have an email marketing point to make here, so stick with us.

Let’s start by talking about how you could increase the weight you’re working with.

1. Increase Your Weight 

You could ask a smaller sample size of your email list to do more of the e-commerce heavy lifting.

Get super targeted with your email campaigns. Don’t send your last call email about your Viognier to everybody; send it only to people who purchased this vintage of your Viognier, letting them know that the final cases are flying and if they need more, they’ve got to act.

Don’t invite everybody on your email list to your wine club before the next allocation; only invite people who have spent at least $400 in the last 6 months and aren’t members of the club.

The beauty of this strategy is that you can always open the email campaign up to a bigger audience if your more targeted offering doesn’t get you the numbers that you need.

Increase your weight by sending to smaller, targeted audiences.

2. Try Different Moves

If you want sweet biceps, you’ve got to do some bicep curls, but you could also do hammer curls, reciprocating curls, or a little Arnold press. It keeps things fresh in the gym and adds more definition to your muscles.

In email marketing, this equates to trying different moves strategically.

Stop only sending sales emails. Make sure you’re mixing in lifestyle events, recipes, quizzes, surveys.

Mix up your email creative from time to time as well by sending a plain text letter instead of just a flashy marketing campaign.

This keeps things fresh in your customers’ inbox and adds more insight back to you on what your customers enjoy the most.

3. Work with a Trainer

Now, you can try both the previous strategies and get great results, but if you want to get better results faster, you need to work with a trainer.

STORY FROM ERICA:

My son plays baseball, and this year he finally made the all-star team. He went from being one of the best kids on a decent team to being among the best 10-year-old baseball players in the whole city, and the level of competition definitely helped. He was surrounded by other great players, which helped him get more useful reps, but he also had a different caliber of coach. No offense to his amazing dad who coached him during the regular season, but these guys had different drills and standards. They would catch poor form and help the kids correct it. They inspired them to work on things that they really enjoyed, but they also helped give them tools to do the stuff they didn’t love as much better.

My son came home one day after a scrimmage where he had played shortstop, and the ground balls were just eating him up. He didn’t hang his head or complain or say baseball wasn’t a sport anymore. Instead, he said, “Hey Dad, can you come outside after dinner and help me practice fielding ground balls? I really want to get better.”

That is what a coach can do for you. That’s what working with a trainer does for you. In the gym, you discover what you didn’t know before, and then you want to push yourself to become better.

TAKE ACTION

Now that you know better, you know what we’re going to say, you’ve got to do better.

Go put on more weight by sending more targeted emails, mix up your modalities, and incorporate a mix of campaign themes and formats into your calendar. And if you want to go further faster, get yourself an email marketing coach.

✨ PRESS SEND ✨

If you would like to work with the team at Email Mavens to take your email marketing muscles to a whole new level, you have to join us inside PRESS SEND: Email Marketing Mastery for Wineries.

We’ll teach you everything you need to know and do to send marketing emails that sell, that don’t suck.

Not only that, you’ll get coaching, accountability, and personalized recommendations that will help you not only incorporate the playbook we teach but make it work for you and your unique winery. If enrollment is open, you have to join us! If not, get on the waitlist to be the first to know when the cellar doors open again. Enroll or get on the waitlist now! 

And even if you don’t decide to join us in our email marketing course, know that you can always tune in here every Friday to the Email Mavens blog for inspiration and strategies and reps to try.

Try something new, get some feedback, try something else, iterate, and there is no limit to what you can accomplish.

At Email Mavens, we believe that every winery can sell more wine online by sending better marketing emails.

So, go put in some reps, and until next week, keep pressing send on your next best email.