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Email by the Numbers
Presented by WineGlass MarketingMarch 1, 2016
Susan DeMatei, Wine Glass Marketing
susan@wineglassmarketing.com
facebook.com/wineglassmarketing
@sdematei
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Sign up
Database health
Email strategy (timing and
segmentation)
Email offer
Email creative
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Sign up
Database health
Email strategy (timing and
segmentation)
Email offer
Email creative
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What You Need to Know
• Sign up month/month• What is your average? • What is your goal?
• Channels - where are they coming from?• Sales reps
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What This Might Look Like
July
Sept
Nov Jan
March
May July
Sept
Nov Jan
March
May July
Sept
Nov Jan
March
May July
Sept
Nov Jan
March
May July
Sept
Nov Jan
0.00%0.50%1.00%1.50%2.00%2.50%3.00%3.50%4.00%4.50%
Growth Average
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The Viral Element
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Things You Can Do Right Now Set goal, measure and
incentivize staff• Capture source and
sales person• Capture non-buyers
Put online sign up on home page and every page
Use Social Media to collect Use Forward to Friend features
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Sign up
Database health
Email strategy (timing and
segmentation)
Email offer
Email creative
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What You Need to Know
• What is potential pool of addresses?• How many email addresses?
• How many are usable? • How many are buyers?
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What this might look likeNo email; 1001; 4%
Email; 26501; 96%
1 Purchase; 7606; 28%
Club Member; 2459; 9%
Non Buyers; 13936; 51%
Repeat Pur-chases; 3501;
13%
Trade7%
Consumer2544893%
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Healthy Sales FunnelLeads
Prospects
Buyers
Repeat Buyers
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Healthy Funnel Scenario
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Healthy Funnel Scenario
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Bloated FunnelLeads
Prospects
Buyers
Repeat Buyers
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Bloated Funnel Scenario
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Bloated Funnel Scenario
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Inverted Funnel
Leads
Prospects
Buyers
Repeat Buyers
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Inverted Funnel Scenario
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Inverted Funnel Scenario
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Things You Can Do Right Now Know your database –
What type of funnel are you?• This give you your
area of focus Keep database clean
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Sign up
Database health
Email strategy (timing and
segmentation)
Email offer
Email creative
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What You Need to Know
• How often do you email your database?
• Do you segment your database?
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What This Might Look Like
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Frequency• The frequency and
reason for contacting your database is important
• Most wineries contact their database quarterly, or monthly
More than 1x mo 1x month1x quarter 1-2x year S
ourc
e: 2
013
Ben
chm
ark
Inte
rnet
Gro
up
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Things You Can Do Right Now Segment Emails
• Resist the urge to send to “all”
• Consider segmentation on past orders, past experiences or value
Set a frequency for each segment and pay attention not to send too frequently, or infrequently• 4-6 weeks
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Sign up
Database health
Email strategy (timing and
segmentation)
Email offer
Email creative
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• Chart past 12-24 months of emails to see what is driving sales• Subject = Open Rate• Offer = Click through Rate
• If not clear, perform an A/B test
What You Need to Know
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What This Might Look Like
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What This Might Look Like
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What This Might Look Like
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Things You Can Do Right Now Clear subject lines with
“active verb” call-to-action
Clear offers of unique wines, shipping offers and discounts• What does your database respond to?
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Sign up
Database health
Email strategy (timing and
segmentation)
Email offer
Email creative
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Things You Can Do Right Now Make it simple. Give links to purchase,
tickets and RSVPs. Use visual cues as
well as text. Tie back to the brand/site.
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Sign up
Database health
Email strategy (timing and
segmentation)
Email offer
Email creative
Susan DeMatei, Wine Glass Marketing
susan@wineglassmarketing.com
facebook.com/wineglassmarketing
@sdematei
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