What are the 5 must-have automated emails you need?
1. The Welcome email
Trigger: Joining the email database via the ESP List.
Whether a new customers signs up at your cellar door, an event or on your website, an automated email should shoot out to them within minutes.
Note: not days, weeks, months or heaven forbid years as we have recently witnessed – but, minutes! Instant gratification is crucial at this stage.
Imagine you walked into a tasting room and were ignored. No one greeted you, asked how they could help – just completely ignored you. What would you do? Possibly, just walk right back out and never go back.
That’s exactly the same with the Welcome Email – greet your new email database subscriber immediately.
This ensures the customer doesn’t forget who you are and the great experience you created for them at one of the touch points is still fresh in their mind.
PRO TIP: The Welcome Email provides a fabulous opportunity to:
- Acknowledge and reaffirm your contact and fulfil the promise of permission-based marketing – give them something in return for their email address.
- Engage the new subscriber with your wine story – build a strong relationship from the start.
- Remind them what, when, where and how you will be communicating with them.
- And if you wish, reward them with an offer i.e. free freight on their first wine purchase or a special offer which entices them to your website to purchase wine.
2. The Wine Purchase Email (Thank You email)
Also known as the Order or Transaction Confirmation email.
Trigger: The wine purchase via your eCommerce Store (website)
Order and transaction confirmation emails are extremely important for any eCommerce store. If you purchase something online and don’t get a transaction confirmation, what do you do? Call the business immediately and find out what has happened to the money you just spent.
Like the Welcome Email, this needs to be immediate so sits perfectly within the Email Automation process.
PRO TIP: Don’t send out the boring generic email that states what wines have been purchased. Yes, include the purchase, but go beyond and don’t be afraid to mix it up a bit. It could include a family favourite recipe that pairs perfectly with the wine they’ve bought, a pre-sale offer, the next wine event or even a little behind the scenes history of what happened during that vintage.
Your wine customer is waiting for their wine delivery and is most probably feeling excited. By providing them with content that is useful, fun or generates a stronger affinity with your brand, further anticipation can be built.
3. Cart Abandonment Email
Trigger: Shopping Cart Abandonment
This one is a no-brainer, but still many wine businesses don’t set up an automated abandonment cart email because they don’t understand their power.
This is an email that is sent shortly after someone leaves your online wine shop without finalising their order. Acting as a reminder, this email improves your conversion rate, especially if your customers were genuinely interested in the offer.
So, let me tell you what you are missing out on…. around 67% of all online shopping carts are abandoned before the customer completes the sale.
PRO TIP: Immediacy is key here. Cart abandonment emails work well when they are both timely and relevant. If you want them to have an even stronger impact, you can also add free delivery or a value add to the message, and you’ll see that customers will be happy to return and finalise their purchase.
4. The Anniversary Email
Trigger: Birthday or anniversary email.
Now this could be a birthday email, but what if you don’t have your wine customer’s birth date? Another option is an anniversary email reminder that they last purchased 3 months, 6 months, 1 year. Remind them what they purchased and offer an incentive to repurchase.
5. The Reconnect Email
Trigger: inactive subscribers who haven’t opened an email from you in ages.
No matter how important, people often lose track of things they started. And that is similar with people following their beloved wine brands. They may have stopped visiting your website or reading your emails.
So how do you re-engage them?
Send an automated email every time your wine customer stops opening your messages for a particular period of time. Remind them why they signed up in the first place and reward them with a special incentive that will steal their hearts once again.