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Vin65 Blog

DTC wine thoughts served up by Vin65

September 29, 2017 | Corinna Wang

4 Ways to Capitalize on OND

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You blinked and now suddenly we’re heading back into OND. Ecommerce businesses get crazy this time of year - and your winery should be no exception. Here are 4 tips to help this OND be your best yet.

 

You blinked and now suddenly we’re heading back into OND. Ecommerce businesses get crazy this time of year - and your winery should be no exception. One of the best ways to stand out amidst all of the competition is emailing your customers personalized offers. Stay top of mind, remind them how great your wine is - and bring them back to that time they enjoyed your wine while taking a break from the daily grind in your tasting room.

Here are 4 tips to help this OND be your best yet.

1. Send emails when others aren’t

There never was, and there never will be a secret sauce for the best time to send out emails. Office hours no longer exist and people don’t want to wake up with 50 emails. So - how do you stand out? One idea is to send your emails when nobody else is. The below chart from Venngage gives you some useful stats on when the most emails are sent. Looks like lunch time could be your new window of opportunity!

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Source: Venngage

2. Reach out to customers you haven’t heard from in awhile

Ally Bank hit the nail on the head with their advert ‘Even kids know it’s wrong to treat new friends better than old friends’. So, even though new customers are in your face, buying wine and visiting your tasting room - you don’t want to lose that connection with some of your most loyal customers. You have to put the effort in to keeping those relationships going. Send out a quick email asking if they’d like a replenishment of the last wine they bought. Heck - offer a $5 flat-rate shipping to sweeten the deal.

3. Offer up more than just wine

Everyone has a few friends on social media that are egocentric. My husband is the best! I go to the gym! My child is a prodigy! It gets old fast - and the same goes for email communications from your winery. So, make sure you include a few emails in your campaigns that give your customers more value instead of constantly asking them to buy more. Using the holiday season to convey appreciation can go a long way in fostering loyalty. A great example is curating a recipe with a wine pairing, or thanking them for their business this year - and maybe inviting them to your wine club so they can enjoy your wine more often!

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Source: Foley Food and Wine Society

4. Ask for feedback

Don’t be shy in following up with customers! Ask them how they enjoyed their wine 30 days after purchase. Scheduling an action email is easy and automated, but it still has a personalized touch by using their first name and noting the SKU they purchased. You can even get them to rate and review your wine. Feedback is a great way to reconnect with customers - whether to find out more details on ways to improve, or just to thank them for their business.

For more ways to capitalize on OND, get your copy of our OND Checklist.

Download our OND Checklist today to keep your team on track.

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