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Email subject lines are not always designed to make you open them. Here are a few from wineries that have popped up in my inbox lately:

  • Spring Release Weekend
  • Need to Restock Your Wine Supply?
  • Have You Tried Our Selections?
  • Easter Wine Release
  • It’s Spring Save 15%…
  • “Spring Release
  • One Day Sale
  • April Events”

If I were a follower of any of these wineries, I may check out the offering (if I had the time). However, if it was not a winery I was particularly familiar with or did not usually buy from I may not bother to even look.

As I receive a lot of emails from wineries, I don’t always read them right away. However, I received an email from one the other day and the subject line caught my attention. What I saw was: “We Climbed 1400 Feet…” which was all that would fit into the size of my inbox. However, it was enough to make me want to find out what the people had climbed 1400 feet for.

The whole subject line was: “We climbed 1400 for the best Pinot…” The post was about a vineyard that the winery in question bought grapes from. The vineyard was at a 1400 ft elevation. The post went on to describe the family who owned the vineyard as well as the location (the facing, cool temps, bright light, etc.). Good job on the subject line and the post. It made me more interested in your winery.

An interesting subject line may bring (or should bring) more guests to your site and possibly to your winery. Think about what you can say that is different. Some of the ideas for subject lines that encourage people to open the email include:

Make readers curious: See What We Have in Store for You
Alliteration: Catch a Compelling Cab
Mystery: It’s All Over on June 5th
Retarget: You missed a great wine (this is for people who abandon their cart).

Start thinking about email subject lines that can improve your sales and increase the connections between you and your customers.

A tip of the glass from me to you.

Elizabeth SlaterE Column
by Elizabeth “E” Slater, In Short Direct Marketing

A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.

Follow E on twitter @esavant and facebook.

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