We are beyond excited to introduce you to the very newest segment in the Email Maven’s YouTube channel:

Where in the (Wine) World is Erica the Maven?

Inspired by Carmen Sandiego, we’re going to be popping up all over the wine world, kind of secret shopping. We’ll be doing the tasting experience in different wineries and sharing the takeaways that could be turned into incredible next-level email marketing opportunities. If your winery wants to replicate the incredible hospitality and worthy tasting experience that you create for your in-person visitors in your email campaigns, this segment will show you exactly what to do. And every once in a while, it might highlight some things not to do.

Keep reading; you’re in for a treat!

Back in March, Erica had the opportunity to talk about email marketing (one of the things she loves the most) in the Paso Robles Wine Country Alliance marketing boot camp. This was an all-day event where they brought in specialists in social media, SEO, AI, and prints; and each of these different sessions gave attendees something actionable to take away. You know what we were there to talk about: email marketing!

Erica intentionally booked her travel so that she could be in Paso for a few days after the event to do a pop-up workshop and visit with some clients and potential clients during her time there.

Now, one of the things that inevitably happens when she visits a winery where they were in a session that she’d given earlier, is if Erica is recognized, she will get some apologies. Someone’s like, “Oh, sorry. Don’t look at the emails we’re sending quite yet. We still haven’t had time to implement the things that you taught us.” They’re more aware of where they might have an opportunity to kind of elevate the email marketing experience, but they haven’t had the time yet to make it a priority. ‘Where in the Wine World is Erica the Maven’ was designed to give you, the viewer, all of the motivation to take quick action without any of the embarrassment.

Where in the Wine World is Erica the Maven this time?

Cairjn Wine Cellars in Paso Robles!

This edition was created with the permission of the inestimable Andy Neja from Cairjn Wine Cellars in Paso Robles. Andy was in attendance at the Paso Robles Wine Country Alliance marketing boot camp. Then he was in attendance the next day at the pop-up workshop Erica did with Amanda Higgins of Full Cup Solutions, all about emails that convert. Now, this was a half-day session, way more intimate than the marketing boot camp, where they were going around and looking over people’s shoulders and providing feedback on how to create emails that sell.

After the pop-up workshop, Andy came up and invited Erica to come and taste with him so she could get a sense of what he’s trying to create with his new brand. The tasting space is lovely, the wines are delightful and beautifully presented. The bottle itself is designed to be interesting and lovely from any angle you look at it from. We’re not even talking about the epic, wonderful, delicious wine that’s inside this pretty bottle. I mean, every detail was thought of at Cairjn, and getting to taste with the winemaker himself is one of the benefits of discovering an up-and-coming winery.

Now, throughout the tasting experience, Erica couldn’t help herself. She was like, “Oh, that’s a story that you could tell.” And “Oh, that’s an email campaign.” And, “You know, each of these wine label icons has a story that could be incorporated into an onboarding series.” Erica was popping out email marketing ideas and journeys that Andy could be employing to help turn new wine club members into big advocates and help him grow his business with the right kinds of customers.

Obviously, Erica bought some wine. She bought a bottle to take back with her to the hotel. But she also ordered some wine to send back home, and she joined his wine club. She got to be in on the ground floor with this hidden gem. So, while she was checking out and filling out the wine club form to join, Andy paused, and said, “Wait, oh, I don’t want you to see these emails the way they are right now.” Erica assured him that there would be zero judgment. She had nothing but the best taste in her mouth, literally, after being regaled with the unique story and having such a generous tasting experience. She didn’t need next-level amazing emails to follow that up. She was feeling pretty good.

Now, that’s not to shortchange the fact that next-level emails could really solidify the experience, and that is what Andy went out and did. Erica completed her transaction and headed out the door with a bottle of Cairjn Grenache and then back her hotel for the next phase of my Paso adventure. Within two hours, she received her club signup confirmation email, and in those two hours, Andy had been at work taking some massive action. His confirmation email incorporated his brand essence, voice, and tone. He had included the beautiful iconography that emblazons all of his corks into the email creative. There was more of the mission and vision of the winery in this email, and it looked bomb!

Andy took massive action. He went right to work and optimized his club signup confirmation email the minute Erica left that winery. And what she experienced in the inbox afterwards, she can’t stop raving about it. It’s why we do the things we do. Andy, you’ve made our email dreams come true!

Now, take a look at your post-visit, post-purchase, and post-club join transactional emails.

Add ONE thing that makes your winery unique to the language in those emails. Andy highlighted the fact that supporting them is supporting the evolving story of a small, family-owned brand dedicated to highlighting the best of Paso Robles – not just from a vineyard sourcing perspective but with the experiences they create for their members!

Enroll your newfound advocate in the storytelling by requesting a google review, and make it easy by including a link directly to your Google Business page for them.

And if you have some extra time, make sure that the email creative matches the overall aesthetic you create at the tasting room and through your website. Andy included their color palate, a strong brand image, and their iconography that helps establish recognition of each of the wines in their portfolio. Brilliant!

The universe rewards fast-action takers, so BE ONE by making TODAY the day you knock these things out.

At Email Mavens, we believe that every winery can sell more wine online by sending better emails… even the transactional emails matter, in fact they matter ESPECIALLY.

Look out, Erica may be popping up in your winery next.

And until next week, keep pressing send on your next best email.