Around The Vineyard Marketing

members, and recent guests.

Research on human behavior shows consumers are most engaged when they first sign up to receive your messages. That’s why their experience in the first few weeks of your relationship can often determine the outcome.

If you offer consumers many ways to engage your brand, sending a series of messages might make sense instead of a single text. New subscribers to your list might enjoy...

• A link to your winery’s social media pages

• Info on what new subscribers can expect

• A thank-you gift for joining your text list

A similar welcome sequence can work for new wine club members and retail customers by using autoresponders to send your SMS messages at specific intervals.

However you harness the power of an automated welcome sequence, you’ll be profiting from one of the most productive marketing techniques available to today’s wine merchants.

Automated SMS Workflow #2: Transactional Texts

While many wineries work with commerce systems that can trigger personalized text messages whenever customers place orders, make reservations, or expect a wine shipment, most wine merchants have yet to profit from transactional text messaging.

Transactional messages like order confirmations, shipping notices, and appointment reminders are among the most popular texts sent to consumers by their favorite brands.

For wine marketers looking to deliver a worldclass customer experience, enabling your commerce system to trigger text messages opens a new channel of communication that works 24/7 to engage your best customers without adding to your workload.

And for U.S. retailers, the sales revenue generated by transactional SMS messages averaged $1.16 for each text sent.

Automated SMS Workflow #3: Cart Recovery

Savvy wine marketers know that repeat customers like wine club members and mailing list subscribers