Current Email Strategy + Expansion Opportunities

Current Email Strategy Overview

• Markets: NY metro, NJ, Connecticut, ETE California, Pennsylvania
• Frequency: Monthly
• Content: Producer and product features, upcoming events, pricebooks, one-pagers, specialty books (e.g., Orange Wine Book, Rosé Wine Book)
• Distribution: First week of each month to existing customers in each market
• Quarterly National Updates: Sent to distributors representing T. Edward Wines and Spirits nationally

Opportunities for Expansion

1. Targeted Communication: Increase relevance and engagement through segmented email lists.
2. Portfolio Focus: Introduce and regularly feature portfolio-specific emails.
3. Cross-Selling: Increase product purchases among customers with limited SKUs.

Strategy Details

1. Update and Segment Email Lists (Opportunity)
• Current Contacts: Ensure email lists are regularly updated with current contacts and new contacts.
• Segmentation Criteria:
• Purchase History: Segment by specific purchases or portfolios.
• Customer Type: Retailers, restaurants, etc.
• Geographic Location: Fine-tune market-specific lists.
• Automation: Use Mailchimp’s automation tools to keep lists updated and segmented.
2. Introduce Portfolio-Specific Emails
• Portfolios: French, Italian, US, Spanish, Spirits
• Cadence:
• Feature a few of the portfolios each quarter in their own emails: What’s New, Special pricing, Feature producers.
• Increased frequency during OND to promote all portfolios.
• Content:
• In-depth features on producers and products.
• Sometimes one-pager downloads, links to the website, features products with special pricing
• Upcoming portfolio-specific events.
• Exclusive pricing
• Featured specialty books
3. Target Customers with Limited SKU Purchases
• Identify Target Group: Customers purchasing 1-2 SKUs.
• Email Content:
• Introduction to similar or complementary products.
• Highlighting benefits and unique features.
• Testimonials and success stories from similar customers.
• Limited-time offers to encourage trial and adoption.

Implementation Steps:

Step 1: Data Management and Segmentation (opportunity)

• Data Cleanup: Regularly clean and update email lists.
• Segmentation Setup: Use Mailchimp to create segments based on:
• Purchase history (specific SKUs, portfolios)
• Customer type and location

Step 2: Content Planning

• Monthly Newsletters:
• Continue with existing format.
• Sales management dictates producer and product focuses, marketing team aggregates content, designs and formats email for review. Executes distribution
• Ensure each newsletter is market-specific with relevant content.
• Ensure pricebooks and specialty books are market specific and attached.
• Portfolio-Specific Emails (opportunity):
• Develop a content calendar for portfolio emails.
• Curate content focusing on each portfolio’s unique aspects and news.
• Cross-Selling Campaigns (opportunity):
• Design a series of emails targeting customers with limited SKU purchases.
• Include educational content, product highlights, and promotional offers.

Step 3: Design and Automation Opportunities

• Email Design:
• Use consistent branding and design templates.
• Ensure mobile optimization.
• Automation (opportunity):
• Set up automated workflows for new customer onboarding.
• Use triggered emails based on purchase behavior (e.g., follow-up emails after a purchase, re-engagement emails for inactive customers).

Step 4: Performance Tracking and Optimization

• Metrics to Track:
• Open rates, click-through rates, conversion rates.
• Engagement metrics for different segments.
• A/B Testing:
• Test subject lines, email designs, and call-to-action (CTA) placements.
• Feedback Loop:
• Gather feedback from sales teams and customers.
• Adjust email content and frequency based on feedback and performance data.

Sample Email Calendar based on current strategy

Monthly Newsletters

• January: Focuses, New Year Highlights, Winter Wine Selection, Event Calendar
• February: Focuses, Valentine’s Day Specials, Rosé Wine Book
• March: Spring Portfolio Highlights, Upcoming Tastings, Women in Wine Book
• April: Focuses, Seasonal Highlights, Event Updates, Orange Wine Book
• May: Focuses, Spring Tasting, Orange Book, Sprits
• June: Focuses, Featured Producer, Bobo Tasting, Orange Book
• July: Focuses, Featured Producer, Featured Spirits, August Closure Notice
• August: August Closure Notice, Focuses, Upcoming Events, Orange Book
• September: Upcoming Tastings, Focuses, OND highlights
• October: Focuses, Thanksgiving Book,
• November: Focuses, Bitter and Sweet, Thanksgiving book, Holiday Closure notices.
• December: Sparkling Book, Big and Small book, Focuses, Producer Highlights, Holiday Closure Notices

Portfolio-Specific Emails (opportunity)

• Q1: French Portfolio Highlights, Italian Portfolio Updates
• Q2: US Portfolio Special Features, Spanish Portfolio Insights
• Q3: Spirits Portfolio Promotions, New Product Launches
• Q4: OND Focus – All Portfolios (French, Italian, US, Spanish, Spirits)

Cross-Selling Campaigns - Target are retailers and restaurants that are only purchasing minimal skus

• Campaign 1: Introduction to New Products
• Campaign 2: Seasonal Promotions
• Campaign 3: Customer Success Stories about featured brands that are performing well for prominent .

Specialty Books

• Rosé Book: Spring through Summer
• Women in Wine Book: March
• Orange Wine Book: Spring through Fall
• Thanksgiving Book: October to end of November
• Big and Small: Large and small format bottles
• Sparking Book: December to New Year
• Bitter and Sweet Book: November to end of December