Our fearless leader, Erica Walter, recently celebrated 15 years of married bliss with her man, Mr. Whiskers, and that calls for some popped bottles!
Today we are covering anniversary emails your winery can send to create wow-worthy moments for your customers—and jaw-dropping revenue for your winery.
You’ll want to be popping some bottles once you start seeing the results roll in!
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.
Anniversary email campaigns are a wonderful way to surprise and delight your customers while creating a relevant, one-to-one human connection. There are obvious anniversary emails and not-so-obvious ones, and today’s video covers both.
The more date-based triggered emails you incorporate, the better your email marketing results will be across the board. So, commit now to trying one or all of the tactics we’re about to share.
1. Anniversary of Email Signup
Every email service provider keeps track of the date your subscriber was added. This could be the date they opted in from a website form, the date you added them through a manual upload, or the date they were connected through an integrated system like Digimatic.
Set up a date-based anniversary trigger for when they joined your list, and send a celebratory email as a way of thanking them. Recap some of the valuable things you’ve sent them and, if you’re feeling generous, offer an incentive to celebrate with you in person or online.
2. Anniversary of Last Purchase
Trigger a “We Miss You” email based on the last time a customer bought from you. Invite them back to your website to shop (if the purchase was made online) or to your tasting room (if the last purchase was in person).
3. Wine Club Member Anniversary
Celebrate the anniversary of when they joined your wine club. Even if you’re not offering a special discount, it’s important to remind them of the benefits they’ve enjoyed as a member and encourage them to stick around for another year.
Consider creating different anniversary emails for each year of membership with perks that escalate when they’ve been a member for 2 years, 3 years and beyond. Changing the offer or message year over year can increase curiosity and anticipation among your wine club members. And retention. We love wine club member retention.
What if you don’t have integrated systems?
No worries! You can still celebrate the anniversary of a member joining your club by setting a yearly reminder to upload those dates into your email service provider. Even if a member cancels before their anniversary, you could use this as a win-back opportunity.
Bonus Tactic: Celebrate Personal Milestones
Ask your wine club members about any personal milestones they’d like to celebrate—like a wedding anniversary or the birth of a child. Create a date field in your customer records management system for these important dates.
Set up a plain-text email to go out on these special days to say, “Hey, we know today has special meaning for you and wanted to send our well-wishes.”
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There you have it—a few obvious and not-so-obvious dates to celebrate with your subscribers. These emails will help make your wines and experiences more relevant to the humans on your email list.
Make today the anniversary of you falling in love with the Email Mavens! Sign up for our weekly Email Party and subscribe to our YouTube channel.
At Email Mavens, we believe that every winery can sell more wine online by sending better marketing emails. Today, you learned about four anniversaries you can celebrate to help you send more relevant emails.
You’ve got this!
Until next week (when Erica will be far less formally dressed) keep pressing send on your next best email.
