February 22 – NAPA, CA– WINEGLASS MARKETING, LLC has released its second annual report on response rates and benchmark email marketing statistics for wineries. This report covers the period from September 2019 to September 2020 and provides information on frequency, subject matter and average email sales.
This year’s report is more comprehensive than the previous one, which covered the period 2017-2019, explains Susan DeMatey, JWG Chair. This year we compiled statistics on 222 wineries with over 9,000 campaigns and nearly 46 million individual emails.
The results showed that the number of email campaigns sent to each winery doubled after VIDOC. The report notes that email is relatively inexpensive and does not require employees to be in the office or consumers to be in a specific location, making it an ideal flexible marketing platform for VIDOC. However, after an initial surge of interest, the report shows that consumers are tired of the increased frequency and no longer respond in higher percentages. In addition, spikes (fake email addresses) are being hit on the mailing lists of wine producers, whose VIDOC is increasing by more than 20% due to above-average unemployment.
However, progress still needs to be made. We’re seeing more creativity in the messages, with intelligent suggestions and scenarios, DeMatey says. We encourage our customers to pay attention to this communication channel and to provide added value at each point of contact.
For the first time, the report addressed the key elements of the thematic areas. Emojis score points with consumers for creative ideas by increasing the opening ratio, and short, accurate headlines make emails readable. But don’t shout. The report shows that putting an exclamation point in the topic lowers your open rate by 10%.
In terms of sales, the analysis showed that the average conversion rate fell by more than 50% year on year, but was still double that of other sectors, proving that our customers are happy to buy wine again. On a positive note, orders for the 2020 campaign were up 23%.
And the best day to send emails? The winner is Tuesday with the highest opening ratio, click ratio and share of sales, although other midweek days such as Wednesday and Thursday also performed well.
The report concludes with a few warnings for wine producers. With Instacart and online stores offering home pickup, the availability of wine in the e-commerce channel has never been greater. If wine producers want to be competitive by selling directly to their customers, they need to take inspiration from the major retailers and offer thoughtful and competitive offers and emails that drive customers to well-organized online shopping carts.
If 2020 was a sprint, we have an adrenaline rush, Dematey said. Now get ready for the marathon.
Download the full report for free at www.wineglassmarketing.com/2020_emails. WineGlass Marketing, based in Napa, is the largest full-service direct marketing agency for the wine, beer and spirits industry. The office is located at 531 Jefferson Street, Napa, CA 94559 or call (707) 927-3334 at www.wineglassmarketing.com.
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