Effective DTC marketing requires a reliable communication channel, but most wine marketers rely on email. And the only thing reliable about email marketing is that most consumers will never see the emails sent by wine merchants.
by Bryan St. Amant · source ↗
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If a rising tide lifts all boats, what happens when the tide goes out? For more than a generation, DTC wine marketers enjoyed the luxury of managing their craft buoyed by a rising tide of consumer spending. Today, we’re faced with a different reality that we’re all grappling with. No one knows all the answers, but all wine marketers are feeling the same pressure: DO MORE WITH LESS.
If you’re a wine marketer looking for incremental sales without taking big risks, it’s time to revisit two proven channels that have quietly regained their edge: direct mail and affordable mobile apps.
Marketing myopia is a sometimes fatal condition afflicting industries with a long record of success that stubbornly focus their marketing efforts on what's worked well in the past, even when technology and consumer tastes change over time.
