What does every winery want? A list of people who want to buy (their) wine.
One way of building such a list is to ask people to sign up on your Web site. Here are the two easiest (and most overlooked) ways to improve e-mail response:
- A list sign-up form near the top of every page
- A special offer sent immediately to new subscribers
See the full article for the details. Here's a quote to entice you:
...if an individual signed up to be on your e-mail list within the past 60 days, he is vastly more likely to open, click, and convert for additional offers than is someone who opted in more than two months ago.
So, when someone signs up for your list, respond immediately with an offer of free shipping, or a hat, or something, with purchase. Train your list members to respond (that's actually an idea I stole from somewhere else, but I think it's key - get people used to acting on offers presented via e-mail).
As always, great information from Anne Holland over at MarketingSherpa.com (although this is via her column at Chief Marketer which, interestingly enough, doesn't follow her advice on their Web site).
(In case you were wondering where I've been, I haven't posted for the past three days due to business travel)