Jeremy Schubert, Lunabean Media - Five Ways to Improve Your DTC Email Marketing

1. Email & Beyond
Lunabean Media @ Commerce7 Roadshow
February 7, 2020
Speaker: Jeremy Schubert

2. About Lunabean
Media
• Full service digital
marketing agency
• Email, websites, social, ads,
SEO, consulting,
ecommerce, and more
• Est. 2001
• 7 employees
• Clients throughout the
country
Copyright 2020, Lunabean Media

3. Today’s Topic –
Email and Beyond
• Onboarding email
• Domain authentication
• Resending emails
• Going beyond emails
• Website landing pages
• Website announcement
banners
• Social ads
• SMS
• Chat / Chatbots
Copyright 2020, Lunabean Media

4. Onboarding Email
• Set up a welcome
series
• Check weekly for open
rates and sales
• Email01 – Welcome – 24 hours
• Keep it short and sweet
• Give it personality
• Introduce your DTC director
• Let them know you are there to help with any
questions they have
• Email02 – Educate – 48 hours
• What makes your winery unique?
• Why should they care about you?
• Scores? Sustainability? Unique varietal?
• Email03 – Soft Sell – 96 hours
• Thank them for being a subscriber
• Offer discount on first purchase using a code so
you can track it
• Mention wine club benefits
Copyright 2020, Lunabean Media

5. Authenticate Your
Domain
• Helps deliverability
rates.
• Helps beat SPAM
filters.
Copyright 2020, Lunabean Media
• Look at a recent marketing email you
sent. Is YOUR domain listed or something
else?
• Contact your ESP (email service provider)
and ask about DKIM and SPF records.
• Contact somebody who can edit your
DNS on your registrar (domain name
stuff)

6. Resend to Non-
Openers
• You should be doing
this already J
Copyright 2020, Lunabean Media
• About 24 to 48 hours after your
send, resend it to non-openers with
a different subject line.
You should already be doing this, but…

7. Beyond Email
Landing Pages
• Allows you to run ads
to them
• Allows you to gather
data about what they
did after the landing
page
• Allows you to adjust
on-the-fly
Copyright 2020, Lunabean Media
• Answer their questions before they
ask.
• The second they are confused is the
second we lose them.
• Do you need a landing page for every
offer? No. But you do if the offer is at
all complicated.
LANDING PAGES

8. Beyond Email
Landing Pages
• Allows you to run ads
to them
• Allows you to gather
data about what they
did after the landing
page
• Allows you to adjust
on-the-fly
Copyright 2020, Lunabean Media

9. Beyond Email
Website Announcements
Copyright 2020, Lunabean Media
• Remind users that they are in the right
place.
• Remind them of the coupon code.
• Great for web visitors who didn’t get
the email.
• When you don’t need
a full landing page
• Place at the top of
your website

10. Beyond Email
Social Ads
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• Run for the duration
of your campaign
• Send them to the
landing page

11. Beyond Email
SMS
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• Send SMS (text messages)
• Various services allow you to
collect numbers
• One way is via Chatbot
marketing

12. Beyond Email
Chat
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• Bring the Tasting Room online
• Be there for them

13. Beyond Email
Chatbots
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CREATE AN EXPERIENCE

14. Beyond Email
Chatbots
Copyright 2020, Lunabean Media
CHATBOT MAPPING

15. Thank You
Copyright 2020, Lunabean Media
jeremy@lunabeanmedia.com
503.941.0660
www.lunabeanmedia.com