I’ve said it before and I’ll say it again: if your brewery doesn’t have a website, it doesn’t exist. You know you also have to be at least on Facebook and Twitter. Instagram and Untappd also work well for many breweries. But don’t neglect email marketing as a key part of your online strategy.
Email is important for many reasons and Alex Standiford will illuminate the entire email strategy in the next 3 posts.
Alex Standiford is a web designer and a WordPress developer. He loves craft beer and wants to contribute to the community in a way that will make an impact. One way he does that is through his Brewio WordPress Theme for breweries and his Easy Beer Lister WordPress plugin, which can easily load your entire beer menu onto your website. The plugin is completely customizable to pick which beers are on tap today, and it can display your beer menu on a TV screen in your taproom. Both Brewio WordPress theme and the Easy Beer Lister WordPress plugin are free.
5 reasons every brewery needs an email list
The inherent trouble with social media is that many breweries believe that it’s the only tool they need in-order to promote their business online. I hope to shred that belief apart in this article, and explain why you need to build your email list. Don’t get me wrong, social media has its place in online marketing, but not the best tool to actually convert people to visit your taproom. I have come up with 5 reasons why you need to put more time and effort into your email list.
After you read this article, if you want to learn more about how to build your email list check out my 20-point guide here. I promise that if you apply the information I show in this guide that it will help you get plenty of email subscribers.
Email gets more views
According to Forrester, 90% of your emails get delivered to the target inbox, but only 2% of your Facebook fans see your posts in their News Feed. In other words, if you sent a message to 1,000 people on your email list, and then sent that exact same message to 1,000 people on your Facebook feed, 900 of your email subscribers would see the email message, but only 20 people would see the Facebook post.
To me, this is the #1 reason to build an email list. Why should you put so much effort and focus on a Facebook page, when only 2% of the users actually see what you’re sharing? Much of that effort would be better spent on growing an email list, where 90% of the people who chose to follow you will receive your message.
Email is a known as a transactional medium
With email, people expect that you’re going to try to sell them something when you email them. In fact, 60% of people prefer to receive promotional content through email, compared to 20% who prefer social media. With more robust social platforms like Facebook, Twitter, or Instagram, there are many ways to connect with your business. If they choose to connect with you through an email subscription, they expect and want to be sold to.
According to MailChimp’s email marketing benchmarks, email campaigns across the board get a 22% open rate on-average, and 2.8% of those people click through to whatever it is you’re trying to send them. Not only is 22% higher than most social media platforms, those people are the ones who signed up for your list, expecting to be sold to.
When you promote an upcoming event via email, the people you’re reaching out to won’t mind. In fact, many of them are anticipating it, and will be glad to get that message. If your list is healthy, and you’re offering great products, you can expect to see some boost in taproom traffic from this strategy.
Email is a targeted medium
One of the most outstanding features of email is segmentation. When you send an email, your list’s actions will tell you things. If you’re listening, you can use this information to determine which subscribers get which emails. This is powerful, because it allows you to send 3-5 different emails to the people on your list who actually want those emails, without flooding your subscriber’s inbox in the process.
For example, let’s say that you have a recipe that pairs exceedingly well with one of your beers and you want to share that recipe with your email list. Chances are, not everyone on your list cares about food and beer pairing, and many of them probably don’t want to be bothered with this information. Instead of sending the recipe to everyone on your list, you can keep your list healthy and happy by only sending the recipe to the people that you know would like to get food pairing recipes from you. This ensures that your subscribers are getting a great experience from you because you’re only sending them what they want to see.
It takes less time (if you do it right)
My favorite thing about email marketing is the automation. Entire email campaigns can be automated if you plan them out ahead of time. This set it and forget it approach will save you time, and help you stay consistent with the execution of your strategy.
Another reason why email takes less time goes back to the expectations when someone signs up to an email list. Most people don’t want to receive an email every day, heck, I’d wager that most people want no more than 2 per week at most. To me, this means you get to cut the crap, and only send the best quality content, and offerings at your disposal. Sending an email to your list is a conscious, strategic move with a clear purpose, which makes it extremely efficient, unlike many other strategies out there.
RELATED: My #1 tool for growing an email list
It reaches your customers on mobile
According to Pew Research Center, 92% of online adults use email. And 53% of those messages are read on-mobile. Most smartphone users have at least one email address on their phone, and every smartphone comes with an email app out of the box. Many of those people receive a notification when they receive an email from that address. This means that many people who you send an email to will be notified about your email instantly, and many of them will look at it right away.
Email has many strengths that are unique to the platform. The numbers don’t lie—email offers consistency. It’s relatively easy to know what to expect when you send a message out, and that visibility can make your business grow in a predictable manner. It naturally works well with social media because email attracts customers from a different angle than most social media sites. This makes it the best companion for any online marketing strategy.
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