Fuzzy Images? Let’s Fix That.


Have you checked your website or e-mails recently and noticed that some of your images – images that once looked beautiful and crisp – now look not so great?

Bottleshots look blurry? Logos look foggy? Photos look fuzzy? Those fancy graphics you’re paying for from the best graphic designers look, well, not-so-fancy?

Why is this happening? Because for years web designers have been “web optimizing” images at 72ppi (pixels per inch), because 72ppi was the magic spot where images looked good on screen and they would load quickly. However, now (thanks primarily to all thinks Apple), high definition screens and retina displays are becoming the norm, and most things 72ppi are looking fuzzy.

So, what’s a winery that cares about high quality graphics to do? Get a new website? Not if fuzziness is your only issue (although you will want to make sure your next designer designs with high resolution screens in mind). There is a temporary solution — and it’s one that we’ve been using for a number of our clients with older websites, and ALL of our clients using Mailchimp.

Here it is: Size images so they are twice as big as you need them. Then define them at the height and width you want them to appear.

For example, if the space you have for an image is 300px X 300px, make sure your image is 600px X 600px. Then, if you are designing with plain old HTML, you can define the size inside the image tags like this:


<img src="http://www.yourwebsite.com/images/your-image-at-twice-the-size.jpg" width="300px" height="300px">

Even if you are working with a content management system (CMS), you can almost always add height and weight to the image tags that are generated – just make sure when you enter the height and width of your image, you enter the size you want (which will be half the size of the images you have).

Working with Mailchimp? In your image blocks, go to settings, and simply check “Constrain image dimensions by 50% for high-definition displays”. Don’t worry if you get a warning that your image is too big. As long as the size of your file isn’t too big (I try to keep images less thank 150k, but 500k is fine), your images will be delivered.

Screen Shot 2015-12-01 at 3.07.53 PM

This technique works for bottle shots, photos, graphics, logos – everything – as long as you have the bottle shots, photos, graphics, and logos at twice the size you need them. If you don’t have images twice the size that you need them, simply ask. Often times graphic designers and photographers have your original files – simply ask for them at 72ppi, at twice the size.

Why Wineries Should Avoid Image-Only E-Mails

We have been noticing a trend over the past few months of wineries wanting to improve upon the look of their e-mails. We love this. After all, a smartly designed and well crafted newsletter can move more product than any other online marketing initiative.

And, while we know that text-only e-mails are still the most effective, branding is important to every winery, and e-mail is a strong tool to use for branding purposes.

This is why, when we create e-mails for our clients, there is a balance of both branding graphics and text.

Examples of e-mails we send - full or pretty graphics AND text.
Examples of e-mails we send – branding graphics AND text.

However, we have definitely been seeing an increase in image-only e-mails over the past few months. They are beautiful. The branding is solid. The wine is gorgeous. And, if these e-mails were anywhere near as effective as graphic/text e-mails, we’d start using them immediately. But they aren’t, so we don’t.

There is no shortage of articles that explain why your e-mails shouldn’t be image-only. Generally, the biggest reason businesses should avoid using image-only e-mails is because they aren’t mobile-friendly. I can’t speak for all businesses, or all wineries, but, I can tell you that, of those opening our clients’ e-mails, 60%+ of them are doing so from a mobile-device. Which means, if we send out image-only e-mails, 60%+ of people receiving them can’t easily read them – which means most won’t read them.

This is how big this image-only e-mail would appear on your iPhone.  Pretty challenging to read.  Although the biggest crime here is that they forget to name the newly rated wines then drop you into the store's front page when you click "Shop". People have no idea what they are looking for.
This is how big this image-only e-mail would appear on your iPhone. Pretty challenging to read. Although the biggest crime here is that they forget to name the newly rated wines then drop you into the store’s front page when you click “Shop”. People are lost.

There are many more study-backed arguments against image-only e-mails, ranging from getting stuck in SPAM filters to making customers feel marketed to, however, our reasons for being anti-image-only e-mail is due to our own unscientific study, done just this past year.

Believe it or not, we have clients who go against our years of e-mail marketing wisdom (shocking, I know! ūüėČ ). We are here to consult and we here to serve. So, when a client asks for us to do something, we share our thoughts, then we do as they ask. And, on two occasions we were asked to send image-only e-mails designed by their graphic designers.

One image-only e-mail was an invitation to a great event in wine country. A GREAT event. One of the best we’ve ever seen out there. There was space for 24 people. The image-only e-mail got 4 reservations. Four. We followed up a week later with an e-mail that contained smaller images pulled from the graphic designer’s e-mail combined with copy we wrote, and we filled the rest of the seats.

This past holiday season one of our winery clients offered gift packs. The image-only e-mail sold five such packs. A week later we followed up with a text/image combo and sold 40. Forty.

Again, we love how image-only e-mails look. We understand the draw. But, the technology simply isn’t there yet to serve them up correctly, and your audience isn’t ready to embrace them. When both the technology and audience are there, we will be the first to let you know.

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By the way, we will be launching an e-mail service in 2015, which will include templates, copyediting, and consulting. Premier accounts will also include copywriting and promotional planning. Contact us now to get in on early-bird pricing.

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Why Your Winery Can Stop Worrying About SEO

SEO for WineYou work at a winery, which means you have people promoting their SEO (search engine optimization) and SEM (search engine marketing) services to you a half-dozen times per month — if not more.

They promise higher search engine rankings, more visits to your winery’s website, and increased online sales.

They cite stats like “x% of online wine sales originate from search engines” (misleading), or that your winery isn’t appearing when using very specific search terms. And, of course, they promise their services will help boost online sales.

While there are a very small handful of SEO and SEM experts who can truly help boost your winery’s online sales, I am here to tell you that most wineries don’t need the SEO experts and most wineries need to beware of the SEM experts.

Let me explain why. First, let’s start with SEO.

Why Your Winery Doesn’t Need a SEO Expert

wine-seo-expertFirst and foremost, SEO is different than it was just a few years ago. Not only is it personalized (Google search results are dependent on your own personal search history, the websites you visit, your location, the device you’re using, and even your social media connections), but SEO is now bigger than just SEO.

In fact, SEO is about so much more than SEO that SEOmoz.com, the authority on SEO for many years, recently dropped the “SEO” from its name and is now just “Moz.com”. Their excuse? SEO is no longer just about keyword manipulation, smart urls, and meta tags — it’s about all inbound marketing (social media, e-mail, unique quality content, etc.).

This boils down to the fact that boosting your winery’s SEO is a big job — a job most wineries have neither the time, nor the marketing budget to take on.

Of course, the good news is that your winery doesn’t need to worry about SEO like it did years ago. Search engines are smarter. They can identify a brand and will put it above all other results (retailers, bloggers, etc.). They correct misspellings. They use location. If someone is looking for it, your winery will be found.

And THAT is who is important: The people who are already seeking out your brand. SEO for wineries isn’t about creating a one off sale to someone who happened to stumble onto that site (which is what most experts promote). It’s about creating wine club members from those who already know your brand.

And that is not accomplished by hiring a SEO expert to put their bag of tricks to work boosting your winery’s SEO. It’s about cleaning up website descriptions so you can seal the deal. It’s about making sure your information on Google is correct. It’s about showing off (and collecting) reviews. It’s about getting people into your tasting room, and grabbing their e-mail address when they are there. It’s about showing off ratings. It’s about making them choose your winery.

All of these things you can do without hiring a SEO expert — you just have to know some basics that can be implemented by you. And, it just so happens, we have an upcoming webinar that will teach you these basics (FREE for LMO for Wineries subscribers). No expert necessary.

Wine Webinar

Click Here to Sign Up for SEO and SEM for Wineries Webinar

And, please note, we aren’t here to trash SEO experts. In fact, we like to believe we have a certain degree of expertise in the field. We just don’t think there’s much room for them when it comes to known brands.

Beware of SEM experts

We also love Search Engine Marketing (SEM). In fact, our upcoming webinar will also touch on some of some of our favorite SEM techniques. HOWEVER, we strongly urge you to be aware of Search Engine Marketers in the wine industry. Here’s why: Because of everything you just read above.

Your winery’s own SEO will put it at the top of nearly every organic search result for your winery. So, why pay a SEM expert to buy Google Ads that will only be placed above your own organic search results? They steal your own search results, then brag about the success of their Google Ad techniques. Worse yet, some of you are paying them a commission of sales generated from that link — a link they would have clicked anyway (trust me, we have seen this happen).

If you want a solid SEM expert, tell them you won’t pay for any ads that use your winery’s name (or basic variations thereof) in the keywords, because you are already grabbing top ranking for those searches on your own. If the SEM expert runs for the hills, you’re better off. If they don’t, you might actually have a true SEM expert on your hands. And that person is worth every penny.

Your Winery Brand Assets. Smarter. (Trade Locker FAQs)

Winery Brand Assets.  Smart + Simple.

We have received some GREAT questions regarding Trade Locker, the Smart + Simple brand asset hosting and management system we launched just a couple of months ago.  Because so many have asked, we have put together a quick FAQ for quick reference.  You will find the great questions (and our answers) below.

Q.  We already have a trade page.  What makes Trade Locker different?

A.  Thank you for asking, and SO MANY THINGS!  Quickly, those things are:

  • You are notified any time someone downloads an asset, giving you an opportunity to connect with those selling your product.
  • Trade reps or retailers can create their own unique brand portfolios, which can be instantly downloaded, e-mailed, saved, and/or sent to potential customers.
  • We can create custom kits (bundled assets) that can be¬†downloaded and/or e-mailed with the click of one button — perfect for trade events.
  • It’s EASY to use.
  • It’s mobile-friendly (so important for trade)
  • We host,¬†maintain, and update everything.
  • You are part of a network of some of Oregon’s finest wineries, and, because of that, you will¬†enjoy an SEO boost and promotion by Lunabean Media.

 

Q.  We are quite small and only have a few distributors. Why do I need Trade Locker?

A.  Even if a winery only has a few distributors, the benefits and low cost of Trade Locker makes it worth being on the network. If one sell sheet, logo, or shelf talker getting into the hands of Trade helps sell one or two bottles of wine, the winery has covered their cost for the month.

Also, often small wineries don’t have the staff or know how to add and maintain their brand assets. That’s where we come in, getting their assets out to the world and making it painless for wineries.

Finally, being on the network puts that small winery on the same playing field as some of the biggest and most prominent producers.
 

 

Q.  Can you password protect our Trade Locker page?

A.  Absolutely.
 

Q.  Can you make brand assets for us?

A. Absolutely.  We make tech sheets, shelf talkers, sell sheets, and case cards at an extremely affordable rate.  If you want bottle shots, we have a fantastic photographer lined up who is giving us their lowest price for such photos.
 

Q.  Do I have to be notified every time someone downloads an asset?

A. ¬†We love this feature (as do our current customers) BUT, if you don’t want the e-mails, you don’t have to have them. ¬†If you want, we can e-mail you a monthly report of who has downloaded what assets, instead. ¬†Or, you can just be happy not knowing. Your call.
 

Q.  Do people have to create an account to get my downloads off Trade Locker?

A.  No.  Creating an account is optional and clearly marked as such.  Accounts are for those who want to save the brand portfolios they have created, so they can come back at any time and grab them.
 

Q.  Tell me more about the bundled assets/kits.

A. ¬†Love to. ¬†Bundled assets are simply assets that you want packaged together (typically it’s the winery’s one-sheet and select tasting notes). ¬†So, if you’re at a trade event, or Oregon Pinot Camp, and you meet a rep that is showing interest in your brand, you can simply go to your Trade Locker (on your mobile device, as it’s mobile-friendly), tap on that bundle, and e-mail it to the rep. ¬†One click. ¬†Or, you can simply tell them you are on Trade Locker, and they can easily grab your kit at their convenience.

It’s also a great way to get info to bloggers, retailers, and new leads.
 

Q.  Can I use Trade Locker in our Tasting Room?

A. Absolutely.  You can use it as you want. We love the Tasting Room idea, brought to us by a client, who has their Trade Locker open on an iPad.  Visitors e-mail themselves tasting sheets of wines they like or have purchased.
 

Q.  I notice some changes in design since you first launched.  Why is this?

A. ¬†Thank you for noticing. ¬†We LOVE feedback. ¬†Our soft launch revealed that many loved what we were offering, but some said the look felt cluttered. ¬†They wanted less scrolling. ¬†So, we took some time to redesign it. ¬†I think you’ll like what we came up with.

 

Q.  How does it integrate with our website?

A.  Trade Locker is actually separate from your website.  We recommend linking to your Trade Locker page from your Trade page.  Your Trade Locker page will include a link to go back to your website.

 

Q.  Can we customize our Trade Locker page?

A.  We know each winery has its own unique trade needs, so we are happy to include whatever you want to make it easier for retailers, distributors, and reps to sell your wine.

As for design, there are some customization options (background image unique to your brand, button colors, etc.), but, generally, we designed it with ease and usability in mind, so customizations are limited.
 

Q.  How will being on Trade Locker improve SEO?

A. ¬†All websites we build have strong SEO. ¬†That’s just how we have built them for the past 15 years. ¬†Your page on Trade Locker will also have strong SEO — AND it will link to your winery’s website. ¬†Search engines love this.

Further, wineries on the Trade Locker network enjoy promotion on our various ad networks and social media networks, thus improving your SEO even more.
 

Q.  How much is it?

A.  Only $29/month.  Free set up fee for 20 assets.  A small one-time set up fee for assets greater than 20.
 

Q.  What about updates?

A.  You get 5 FREE updates per month.  Additional updates are an affordable $4/per.
 

Q.  How much time is required of me?

A. ¬†Almost none! ¬†If you already have your trade assets up, we’ll simply grab them from your website. ¬†Otherwise, we will set up a Dropbox for you. ¬†Load into the folder what assets you want, and we’ll take care of the rest.

Once we have all assets, your Trade Locker will be complete within one week.
 

Q.  How do I sign up?

Easy! Click the link below and fill out the form.

Sign up for Trade Locker

Questions? Reply to this e-mail or give us a call today. 503-941-0660
Click here to see¬†the Brooks Trade Locker. ¬†Notice it’s EVERYTHING a retailer, rep, or distributor would need to sell your wine.

As always, we thank you for your time, and the opportunity.

Best,
Allison and Jeremy Schubert
Lunabean Media
Trade Locker

Your Winery’s Digital Marketing Reset Button

In most of our e-mails, blog posts, and webinars we talk about digital marketing tools — social media, website, e-mail, or smartphone apps — the¬†tools¬†we use to promote our clients online.
And the reason we give you these tools is because there are elements of digital marketing that can, and should, be done by those in your winery.

Of course, the tools are useless if the mechanic doesn’t know how to use them. ¬†And, despite some of our best efforts, we are seeing quite a bit of user error — and that user error is coming from a place of not understanding the basics. ¬†What is the goal of social media? ¬†Your e-mail newsletter? ¬†Your website?

So, in this blog post, we are going to “reset”. ¬†We are going to remind you of goals, tell you about the biggest mistakes we see, and get you refocused on using these tools in a way that is going to boost tasting room traffic (SUMMER IS HERE!) ¬†and event attendance, increase direct to consumer sales, and expand your winery’s brand awareness.

Social Media for Wineries

The Goal:  Boost brand awareness so, when people are ready to make a move (buy wine, visit a tasting room, attend a winery event), they choose your winery.

The Mistake/s We Most Often See:¬† Hard selling. Only posting when you want something from your audience. Making it about you — not about them. Being obvious in your efforts.

Reset:¬† Social media is, by definition, social. Your winery has been invited into the social feed of people. You are surrounded by their friends and family — so don’t be the jerk who shows up and only talks about how awesome you are. If you do, you’ll either be rejected (unliked/unfollowed/etc.) OR you’ll be ignored, in which case the tools (specifically Facebook) will stop showing your posts to those who already made the effort once to like you. Either way, you’re out.

Instead, be on your best cocktail party behavior. Be humble. Be kind. Be interested in others. If someone asks you a question, answer them. If someone compliments you, thank them. If someone complains, apologize. Be funny — but not weird. Be smart — but NEVER be a smart ass. Show them you love what you do, and they’ll love what you do, too.

Social Media Checklist (Basic):

  • Post on Facebook 3(ish) times per week. ¬†Photos win every time.
  • Check Twitter daily (Preferably mid-day, so you can catch people in your area and invite them in to your winery).
  • Tweet if you love it (and you should!). Otherwise, simply connect it to your Facebook and Instagram accounts. (BTW, some will HATE this advice and demand you disconnect everything from Twitter and use it only as Twitter. In an ideal world, we’d agree, but, we’re going bare bones here. If all you can do is connect your account and check to make sure you’re not missing any interaction, then do that).
  • Post 2 – 3 Instagram photos per week (share these on Facebook and Twitter)
  • Check Delectable Weekly.

 

E-Mail Marketing for Wineries

The Goal:  Inform your audience of winery events (new releases, winemaker dinners, harvest updates, sales, parties, etc.), and get them to take action on these events.  When done correctly, e-mail marketing makes the largest direct impact on DTC sales.

The Mistake/s We Most Often See:  Being scared of unsubscribes.  Not e-mailing enough.  Not reminding.  Thinking people are going to read a huge e-mail.  No clear call to action.  Poor writing.  ONLY selling.

The Reset: ¬†People have signed up for your e-mails because they WANT to hear from you — particularly your Club members. ¬†Don’t be scared to e-mail them. ¬†Don’t sacrifice sales for a few unsubscribes. ¬†Your Club wants to feel special. ¬†Make them feel special with your emails only for them. ¬†Respect their time. ¬†Don’t send long e-mails. ¬†Short, sweet, and to the point. ¬†ALWAYS make sure the call to action is clear. ¬†Again, e-mail is your most important digital marketing tool. ¬†If it’s taking too much of your time, or if you aren’t seeing results, it’s a GREAT thing to outsource.

E-Mail  Marketing Checklist (Basic):

  • Monthly newsletter sent on the same day full of general winery news.
  • Short and quick emails sent weekly or biweekly that mention winery events (sales, promotions, “running low” alerts, parties, etc.)

 

Websites for Wineries

The Goal: Provide an easy way for people to purchase and learn more about your wine and your winery.  Provide trade with the tools needed to sell your wine.  Little maintenance for the winery.

The Mistake/s We Most Often See:  Huge and cluttered websites.  Non-mobile friendly websites (this is huge!).  Stores that are hard to use.  Useless trade pages.  Poor organization.  Time wasted on SEO.  Out of date websites.  Websites that try to be too unique.  Event calendars that are empty.  Buried information.

The Reset: ¬†Your website represents your brand online. ¬† It needs to look good, and it needs to be easy to use. ¬†If you are selling a $40+ bottle of wine, your website needs to represent a high end product. Believe it or not, people are deciding whether they are going to buy from you or visit you based on their user experience with your site. ¬†Make them want to do those thing with a website that represents your brand well (and is kept up to date with events). ¬†That doesn’t mean your site needs to be expensive. ¬† The web has changed GREATLY in the past 5 years. ¬†It is a tool to be used for specific needs. ¬†You don’t need to shove everything on your site — that’s what your social media and e-mail marketing is for — and that’s when the user (and the winery) gets overwhelmed. ¬† Your site should be clean, simple, and easy.

Guidelines:

  • Outsource your store (or order form).
  • Outsource your trade asset hosting¬†(wineries and distributors are loving Trade Locker — the custom trade kits are HUGE).
  • Have your designer set you up with a calendar that is easy to use (we love The Events Calendar for WordPress sites — example here).

And that’s all the time you should have to spend on your site. ¬†Super easy.

 

Delectable – The Whys and Hows of This Great Wine App

Screen Shot 2014-04-10 at 8.50.50 AMUniversally being touted as “the best iPhone wine app” available, Delectable is a great way to get your brand in front of serious wine lovers.

Think of Delectable as “Instagram for Wine”, but better.

With Delectable, wine lovers around the world snap photos of wine they are drinking and share those photos with their followers. And, like Instagram, those followers can “Like” and comment on those wines. Better yet, those wine lovers can follow winemakers, vintners, wine critics, bloggers, sommeliers — and fellow wine lovers.

So, what’s the best way for you to use Delectable?

  • Download the iPhone app.
  • Have, at least, one person at your winery get a Delectable account…but, the more, the better.
  • Have that person identify their position at your winery in their profile.
  • Snap photos of your great (and interesting) wines to make sure they are in the database. Add honest tasting notes. (Remember, people can smell marketing BS from a mile away…honesty wins when it comes to social media.)
  • Search for your wine, along with the wines of your competitors. Follow those who have rated and commented on those wine. Ask where they purchased the wine. Share your own comments with those who are drinking your wine.
  • Start using it for ALL of the great wines you drink. Wine lovers want to know what wines, besides yours, that you love. Wine lovers want to see all of the great wines you have access to. Wine lovers want to get to know you.

It’s super easy. It’s quite a bit of fun. It doesn’t require much in terms of upkeep. It will get you more exposure among those who actually buy wine. Win, win, win, win!

A Favorite Facebook Tip for Wineries: Put Testimonials on Your Facebook Page

Have you noticed that most of the REALLY NICE things people say about you on Facebook are locked in a little prison on your Facebook Timeline? Check out ALL of these great reviews on my friend Kelly’s Facebook Page:

prison

All of these GREAT reviews about her Jelly, trapped in a small box labelled “Recent Posts by Others” on the right side of her page — where no one is going to see them.

TRAGIC! We need to FREE THE TESTIMONIALS and put them ALL OVER her (and your) Facebook Page.

And, it’s my job to show you how to do it. So, here we go!

First — and this is the trickiest part — hover your arrow over the upper-right corner of the post you want to put on your Facebook Page. When you do, you’ll spot a little blue “X”.

arrow

Now, common sense will tell you NOT to click that “X”, as doing so usually means you want to delete something. And why would you want to delete a great review? Fear not. This is Facebook. Throw all common sense out the window, be brave, and CLICK THE “X”!

allowed

Hello there crazy new menu. Wow. That’s was NOTHING like a delete “X”. In fact, it’s the OPPOSITE of a delete “X”. It’s a “more people should see this” X. Which has never before been a thing. Seriously, where did these people go to internet school?

When you’re done with your dismay of such Facebook trickery, go ahead and select “Allowed on Page”. And, voila! The review will be on your page…but it’s still kind of small. Let’s make it BIGGER.

highlight

Hit the “X” again and select “Highlight”.

hihghlight2

Now, that AWESOME review, spans the width of your page. It’s finally where it belongs — in a spot where people will actually see it! Doesn’t that feel good?

Of course, hidden in that “Recent Post by Others” box are also posts made by other businesses that have tagged you. If they have great things to say, release them, too!

Screen shot 2014-01-10 at 8.35.15 AM

YAY! And now your Page is a nice mix of post by you, and fantastic things people have to say about your brand — making it more likely that people will Like your page (particularly if you’re running an ad campaign that brings a new audience to your Facebook page), and trust your brand.

Have fun with this incredibly easy Facebook trick — one of our very favorites

The Pic that Got 120 Likes

The below picture got over 120 Likes and 20 Shares on the DHWA Facebook Page.

The crazy part? We didn’t take this picture, and we don’t know who did. We just knew where to find it.

The below tip, posted to our Facebook page, shows where we found it…and where you can find similar pics for your winery.

P.S. Be sure your winery’s instagram account follows people who take pics of your winery. It’s an easy way to get followers.

Q&A: E-Mail Marketing for Wineries

After last week’s e-mail and blog post, How we moved $15,000 of wine in one week, we got a lot of questions. We love this, because it shows interest in one of the most effective sales tools wineries have: E-Mail Marketing.

The first thing we do when we get a new client is evaluate their e-mail marketing efforts. This is because e-mail marketing is more effective at driving sales than Facebook, Twitter, online ads, and print ads. It’s even more effective than your website.

So, in this week’s e-mail, I thought I’d answer some of the questions we received last week. So, without further ado, here are some that we thought were important.

Q. How often should I be sending e-mails to our subscribers?

A. It depends. We like to see 1-2 per month, 2-3 if you’re running a campaign. Of course, we’ve gone as high as 15 (12 Days of Christmas campaigns), and have had tremendous results.

At the very, very least, you need to be e-mailing once a month to remind your customers you are there, and to provide them with a sense of dependability.

People are busy. If you don’t remind them that you’re there, they will spend their money with wineries that are actively telling them about their wines…

Q. But isn’t 2-3 time per month spamming? Won’t people unsubscribe?

A. E-mail is opt-in. People sign up because they want to hear from you.

They either had a good experience with you, or they are interested in your product, and they want to establish a relationship with you. Your job is to nurture that relationship.

Provide good content (news, events, specials, promotions, tasting notes, reviews, invitations, “exclusive” offers), and you’ll reap the rewards of a beautiful relationship (many, many sales).

Ignore the relationship, OR, only contact them when you want to sell something (we call that the e-mail booty call), and that relationship is going to go down in flames.

Q. I still think that’s too much.

A. Watch your open rates and unsubscribes. If open rates are going down and unsubscribes are going up, you’re doing it wrong. Try something else. Otherwise, you’re talking to the people who love you. Love them back.

Also, don’t sweat the few unsubscribes you’ll inevitably get…particularly when you start seriously e-mail marketing. The ugly truth? They weren’t going to buy from you anyway. The ones that stick around…that’s where the sales are.

Finally, take yourself out of the equation. Maybe YOU don’t like getting any e-mails from any business. But that’s you. Don’t confuse yourself with your customer…because you probably would not have signed up for the e-mail newsletter in the first place.

Q. How do I get more people to open my e-mails? Better subject lines?

A. Subject lines are important. However, the BEST way to make sure people open up your e-mails is to make sure the e-mail before it provided them value.

Q. I like sending long e-mail newsletters. Should I not do that?

A. If that’s what you’re comfortable doing, then do it. We prefer short e-mails “Just thought you’d like this recipe to pair with our Pinot Noir”, but you do what you want to do.

Our point with the last e-mail was that you don’t hide promotions in long e-mail newsletters. Make promotions about one thing, and have one clear call to action.

Q. What e-mail marketing service do you suggest?

A. We looooove Mailchimp and have moved most of our clients to it.

Not only is Mailchimp among the most affordable e-mail marketing services, but it offers great features that really let us get great results (we love “thank you” specials to those who open and read our e-mails regularly).

Plus, it’s super easy to use.

Plus, plus, it offers mobile-friendly designs. This is vitally important to the success of any e-mail newsletter. After all, don’t you open your e-mail on your phone? So do your customers.

Q. Can we just hire you to take care of this for us?

A. Absolutely. Let us take this off your plate and make sure it’s done as effectively as possible for you.

Simply fill out our contact form and we’ll get back to you shortly.

Have a great week!

Allison & Jeremy

How we moved $15,000 of wine in one week

One ThingWe just ran an e-mail campaign for a winery client that brought in more than $15,000 in one week….so we thought we’d share with you how we did it.

We work on retainer for the client, so we’re actively looking for ways to organize and maximize their online efforts. So, when Google alerted us to the fact that the winery received a great write-up from Portland Monthly, we went with it. And all it took was two e-mails.

The first e-mail included the review, an offer (“Celebrate this great review with us with FREE Shipping on a case of this wine”) and a call to action (“Buy Now”).

The second e-mail simply served as a reminder that the free shipping offer was coming to an end.

Twenty-two cases of $700+ wine later, the winery is thrilled. And so are we.

And the secret to the success of both e-mails? They were about ONE THING: The wine that got the great review.

Sure, the e-mail was mobile-friendly, it was timely (the review was new), it linked directly to the product, and the winery has a great e-mail list…all important.

HOWEVER, had this review and offer been buried in a newsletter full of 4 other items, it would have been about 1/4 as successful (if that).

People are busy. They glance at e-mails. If what you’re telling them isn’t clear, easy, and obvious, they’ll miss it.

If you write them an e-mail about ONE THING, and you tell them to CLICK HERE TO GET THAT ONE THING, you’ve made it easy for them. And the easier you make it, the more likely they are to buy.

It’s that easy.