Let's face it, 95% of marketers probably don't bother to test their
email templates ever ... even though email contributes significantly
to the bottom line (especially considering its low cost.) This makes
Testing your email template is fairly quick, easy, and cheap. I hope
this week's test inspires a few marketers to consider doing it. OK,
my little rant is over.
Go, take the test, and be sure to sign up for her weekly newsletter/reminder. It's fun (and educational) to see if you can pick the winner each week, and I'm sure it will give you some ideas for improving pages on your winery Web site.
As for the rest of you: are you really serious about this whole wine e-commerce thing?
Even if you're more focused on your tasting room sales, the same rule applies: you can't improve sales without somehow measuring the process. How many people come into your tasting room? How many buy something? What does that correlate with? How can we improve our numbers?
Lifehacker ("tips and downloads for getting things done") is a blog worth following, even if it's not about wine most of the time. Take a browse with your Sunday cup of coffee. I'd be surprised if you don't find something worth the time.
Lots of people use WordPress as a content management system (CMS). It's a great tool, has an active user community, and it's free.
You can use it to run your blog or your whole Web site. You can use it as a free hosted service at WordPress.com (with some limitations), or run the software yourself (many Web hosts offer it pre-installed as part of a hosting package). One thing, though, is you still kinda need to read the manual if you want to maximize its value as a tool for marketing your winery and wines.
I was reminded of this while looking at Wine Industry Insight. The "permalink" (URL) of a post at wineindustryinsight.com looks like this:
This is the default, and its format is a dead giveaway that WordPress is in use.
A better format for this permalink, one which could increase the search engine ranking for this post, might be something like:
One thing to watch out for: if you change the permalinks for existing posts, you need to create permanent redirects (HTTP 301s) for the old URLs if you want to preserve the current search engine rank/information about those pages.
This is why it's important to set up your permalinks correctly from the get-go.
It might not be a better price than what you could buy at Target, but the very fact that you can pay for an artisan to create it, an artist to design it, a talented worker to bring it to life--that act makes a powerful statement about what you can afford and what's important to you.
Worth your time to read, particular for "artisanal" winemakers and marketers.
Three years ago, after retiring as President of Diageo, Paul purchased two small retail wine stores, and turned them two into wine super stores. He’s now planning on opening a third store at the end of July.
If you have a tasting room at your winery, it's well worth a read.
In the comments on the FC post, one person places "value the customer" as the primary rule. Another embraces "value the employee." What do you think?
I'm playing working with my brand-new iPad (remember my post about iPads for winery tasting rooms?) today, so I'm going to re-direct you to this well-written and interesting series from Mary Baker at Central Coast Wine Blogs as she takes us through the mechanics of an actual wine scam: