Attention beverage companies! If you typically rely on visitation, here 5 ideas for informational content that you can send to your subscribers that arenâ€™t overly pushy about sales, yet still allow you to keep in contact with your following.
The best part is, youâ€™ll probably sell some of your wine, beer, or whatever it is that you sell along the way! Just be sure to include a free or cheap shipping coupon in your email blast (preferably at the bottom). Hereâ€™s how you can incorporate more informational communications to your subscribers during the current shelter-in-place orders.
SEND YOUR CUSTOMERS RECIPES THEY CAN MAKE AT HOME
Do you have some recipes up your sleeve that will pair along nicely with your product? Whether itâ€™s Wine, Beer, Cider, or Cocktails – the best part about drinking is often the food pairings you can create. The possibilities are endless. Take a look at this except from a Far Niente email campaign sent on April 9th.
LET YOUR SUBSCRIBERS KNOW ABOUT YOUR UPCOMING VIRTUAL EVENTS
Give them a list of the Virtual Tastings or other creative ideas you have planned to share with the world live. Share it too if your event is by registration-only. Maybe you’re selling tickets to private virtual tastings. I live in the camp of encouraging more information for everyone, give free opportunities online a try, and see what kind of outcome you may have. Then take a look at the turnout afterwards, and any sales gained, and refine your virtual plan. Keep trying different tactics. You have to start somewhere! Let your customers know about any Virtual Tastings, or Facebook/Instagram Lives you have planned. Here’s some information about how to do a Facebook/Instagram live for the first time. I highly recommend that you plan ahead. For instance, what are 4 strong ideas that you can talk about with your followers? Execute 1 of these ideas every two weeks. This will give you 2 monthsof possible content! Try out GoToWebinar or Zoom Webinar.
SHARE LIFESTYLE TIPS
What are some things about your winery, brewery, or establishment that your customers and/or subscribers can â€œbring homeâ€ with them, and incorporate into their lives? Since your people can’t visit right now, are there some things you can do to bring your experiences home to them? Maybe you could share your gardening tips, floral arrangements and how to accomplish them, decanting tips, or industry best practices. On April 1st, Domaine Carneros shared their tips on how to find calm and joy, while at home. See snippet below from this email.
EMAIL THEM HISTORICAL INFORMATION ABOUT YOUR COMPANY
Share with people how your establishment got itâ€™s start, and what sets you apart from the rest. When this quarantine is over, they’ll practically be running to your doorstep to celebrate the opportunity to leave home at last!
REMIND YOUR MEMBERS OF THEIR BENEFITS
Remind your current members what their online benefits are is a great way to strengthen your relationship with your current members, and help convert non-members into members. During this strange new time, maybe you want to consider the addition of more online focused benefits to your members, to help supplement some of those lost in-person sales opportunities. Examples are 1Â¢ shipping incentives, bundles, or even access to exclusive products.
That’s all for my list of 5 non-pushy email campaigns during quarantine times! Thanks for reading!
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