Each December, WineGlass Marketing releases email benchmarks for the wine industry. We do this because having a bar to evaluate email performance has always been a challenge within the wine ecosystem. Benchmarks are widely available for broad categories such as “Retail” or “Food and Grocery,” but finding something to compare a Wine Club email to is historically as accurate as predicting what would happen next in 2020. Continue »
What do we say when the destruction and 2020 have left many of us speechless? Hopefully, this article will give some suggestions on how to pivot (there's that word again) this year's holiday messages. Continue »
This year we've weathered a pandemic, riots, double-digit unemployment, a contentious election year, a labor shortage, and now the most expansive fire in California history. If what doesn't kill us makes us stronger, then we should be Ironman by now. It's enough to make you crawl into your cellar and lock the door. Continue »
It's tough out there right now. COVID cases are on the rise, scaring both our customers and employees. Bank relief programs are ending, but the virus looks like it is just getting started. Even if we are in an area that can open a tasting room, we're not sure what the rules are this week, or exactly how to alter our protocol to keep everyone safe. With harvest looming and the farming community profoundly affected, some wonder if they'll get their grapes picked at all this year. My day is spent hearing the stories and struggles of so many within our community, I wish I could do more to help. All I have to offer is my experience. This is not a sales article. I'm not pitching anything. I don't have a silver bullet, but I can share some advice on how to help your businesses. Continue »
Dark Mode is becoming surprisingly popular and it can have serious implications on your email effectiveness, resulting in adjustments needed in not only how you format your emails, but also how you use images. This article will explain what Dark Mode is, why more and more are using it, and why we all need to be ready for it, like, yesterday. Continue »
Are you feeling discouraged with tasting rooms being closed or limited? The eCommerce channels that are in full swing right now require a strong database for your emails and there are plenty of things you can do right now to continue to grow your database. Even if your tasting rooms are closed, you can still work on expanding your list working with the tools you already have. Capturing leads digitally is nothing new to online retailers who don’t have a physical location – they’ve been doing this for years. Continue »
John F Kennedy said once: "It is not enough to pin the blame on others, to say this is a problem of one section of the country or another, or deplore the fact that we face. A great change is at hand, and our task, our obligation, is to make that revolution, that change, peaceful and constructive for all." Continue »
I actually looked it up; AOL started in 1993, which brought in a revolution of using email for personal and business communication. Because this is not a new marketing channel, people assume it is passé. In fact, if you look at Google searches, “email is dead” as a searched term appears very frequently. But the fact that there are so many of us using a 27-year-old technology shows just how alive it really is. Continue »
Recession Marketing Pro Tip: Understanding consumer psychology and the underlying emotions is critical when advertising during a recession.In the wine industry, we don’t typically analyze consumers’ psyches or emotions. We tend to think of our customers demographically – mid 40’s – 60’s, lives in New York, Texas, and Florida, HHI over $150k, and the like. But in times of stress, demographic segmentations may be less relevant than psychographic segmentation that take into consideration consumers’ behavioral reactions and the underlying emotions they are feeling at the time. Continue »
We're all affected by the social changes recommended to slow the spread of COVID-19. Wine, by its nature, is both a non-essential item and most often enjoyed at social occasions. So one could argue we're in for a rocky ride ahead.
But, by combining what we know about performance in past downturns with the special features of the current situation, we can identify several things companies should consider in preparing for the next few months. Continue »
WINEGLASS MARKETING, LLC. was called out as the only Napa company listed as one of the top 250 – a hyper-growth company – in the Inc. 5000 Series: California’s Top Companies. The list, published on February 19th,, ranks the fastest-growing private companies in the state and represents cities from San Diego to Sacramento. Continue »
In January 2018, we started a project that entailed recording every email we sent for our clients: 3,089,124 emails across 1,697 campaigns for 43 clients over 21 months, to be exact. We removed administrative and club emails and checked for statistical significance and can confirm this is a large enough sample to be confident about the findings. Our goal was to compare our clients’ results to the posted industry benchmarks to see if they were a good judge of success.
What we uncovered was interesting... Continue »
Emails that bounce can be one of the most frustrating situations to deal with in email marketing. A bounced email means that your reader didn’t get the information that they signed up for.
There are many things that can be done to help delivery your emails reach your readers’ inbox.
In this post, we’ll discuss the differences between a “hard bounce” and a “soft bounce”, why they occur, and how to prevent and resolve the issues that cause high bounce rates. Continue »
Unless you’ve been hiding in a wine barrel, you’ve no doubt seen a flurry of news articles in the last 6 months regarding ADA website accessibility lawsuits. Specifically, wineries in New York state and California have been served with lawsuit papers in the past 6 months claiming their websites are not ADA compliant. These wineries are caught not because of insolence but because of ignorance, as many of us don’t know what it means to be ADA compliant Continue »
Let’s face it, we have all turned into big photo-fanatics. We are constantly taking photos of everything we see and although this new technological access to images is great, it has turned us into image critics... Continue »
As companies continue to move away from developing software in-house, they've been relying on Software-as-a-Service (SaaS) vendors to provide the services they need. In fact, the average company spent 78% more on SaaS products in 2018 compared to 2017. Continue »
One question our clients continuously want to be answered is how to leverage their social media following to gain new sales conversions. We wanted to show how strategically timed and targeted ads could compliment release schedules while building brand awareness and engagement, drive website traffic, and contribute to sales. Continue »
When we first started using email regularly in the workplace, it was before the PalmPilot, BlackBerry, or iPhone. We viewed emails on computers at our desks. Emails took the place of memos, which took the place of letters––so formal, long format text was the norm. With the increasingly fast pace of technology adoption, our lines between work and non-work on a computer have blurred considerably. Continue »
For a long time, the belief was that the best time to send an email is at 10:00 AM on a Tuesday morning, and for the most part that still holds true. But, the overwhelming use of mobile phones to read email has us consuming content at different times and in different ways. Continue »
Right now there is a WineDirect tool in Beta testing that is available for wineries to try out called "Dynamic Pricing". It lets your club members login to their account on your website and see their club member discount on your wine immediately. Continue »
ADA compliance is an important consideration for websites. Not being ADA-compliant means your site is less accessible to visitors with disabilities, and can also open you up to potential lawsuits. We have a solution! Continue »
We turned on the best Christmas album to get me in the mood to write this post. We just finished Thanksgiving, but Christmas ads are on the TV and displays are in the stores, and shipping deadlines will be here before you know it. Continue »