When understanding your sales funnel for your winery, you know that the best way to drive revenue is to generate consistent tasting room visits. In order to generate those tasting room visits, you need to increase awareness. (You can learn more about increasing awareness in this blog post. )
You also know that when looking at marketing tactics that help increase conversion rates (aka sales), email marketing is an incredibly effective marketing tool. Effective IF, and only if, you have contacts in your email marketing list.
What if there was a way you could drive winery visits AND increase your email list with one simple (FREE) tool? There is. :)
It's called SumoMe. SumoMe is a free email pop-up tool that can pop up when a visitor comes to your website. If you're like most people, you probably find these to be annoying. We do too- when they don't excite me. There's a reason people use them.
One of our clients implemented an email sign-up pop up, using SumoMe a while back. In ONE day we saw our website traffic conversion rate go from 0.01% to 8%.
While it may be slightly annoying, we would argue that you won't lose a customer over it but you could potentially gain one- or several.
Using a tool like SumoMe, you can also A/B test when the pop-up comes up, where it comes up, customize how it looks, add your logo, etc. we would advise playing around with all of those features until you are comfortable with how it looks and works on your website.
The tricky part is getting the email pop-up to say the right thing so that you excite visitors instead of deter them.
Here are some tips:
Keep it Simple & Short
Create the path of least resistance. You get a headline, 140 characters or less and a form. Keep copy short, to the point and clear. Less is always more. While you can create multiple fields in your form fill, we suggest only asking for the email address.
Offer Value
"Sign up for our newsletter!" -Don't do this. No one wants to sign up for a newsletter. We suggest offering something clearly of value- for example- 10% off their tasting room visit or a 2 for 1 tasting. This gets you an email address and pushes people into your winery where you can help sell to them.
While you can offer them 10% off a purchase on your website right then and there, what if they haven't tried your wines yet? They're more likely to buy after they've tried your wines and experienced your winery.
If you're feeling really confident, you might try, "Get 10% off when you visit our tasting room this month." You get the email sign up and push a visit- for this month.
Make it Special
In addition to offering value, make your new subscriber feel loved. After they've signed up make your subscribers glad they did. Give them their discount code and offer them a sentiment about what it means to you that they are part of your group now, that they're in the "in" crowd.
Pro tip: When you link your popup with your email software platform, I would suggest creating a separate email list than your other email marketing lists. You can then send very targeted emails to this group about scheduling a visit.
Interested in learning more marketing tips? Click the link below, we'd love to talk with you!