Brewery email marketing is one of the best and underrated marketing strategies that a brewery can employ.
Here are the most common brewery email marketing mistakes.
Not Growing Your Email List
The biggest issue for brewery email marketing mistake is not growing your email list or even worse you don’t even have one.
A benefits of growing a email list:
- An Email List is owned media vs social media following
- Email subscribers are signing up for your brewery’s news! That means they want to hear form you! They are an invested customer.
- Email Marketing is a very effective form of marketing.
Brewery Email Marketing List Growth Strategies
- Use your reservation list
- Set up a News Letter/Subscriber form on the footer of your Brewer’s website.
- Ask for subscribers on Social Media
- Use Give Aways & Deals for subscribers
- Just ask customers to sign up or tell customers about your awesome list!
No Welcome Sequence
If someone signs up for your brewery’s email list, it means that they want to hear from you. It’s a mistake to not immediately send a welcome email to them.
Not Optimizing for Mobile
Over 45% of email opens come from mobile devices according to a Litmus. That means that just under half of your brewery’s audience is going to be opening your email on their phones.
No Call to Actions
If you send something to your audience, make it easy for them to interact & learn more. Ex:
- Emailing about Events? Send a link to buy tickets or learn more
- Beer Release Announcement? Create a link to your beer page that talks about the notes & hop inform
- Social Profile Buttons for them to follow you in more platforms
Make it simple for them.
All Image Emails
A common issue we see is breweries designing a email in design tool, like Canva, and upload it to their email platform as a full image and not HTML or building it in the email platform email builders.
Here are some tutorials on building emails on the most popular email marketing platforms:
- Constant Contact
- MailerLit
- MailChimp
Not Emailing Enough
Your email list wants to hear from you. They signed up to hear what’s going on in your taproom & learn about cool things happening.
If you need some ideas on what to send, here are a few:
Brewery Email Marketing Ideas
- Beer Releases & Alerts
- Brewery Events
- Brewery Event Schedule
- Happy Hour Times & Reminders
- New Specials & Give Aways
- Taproom News
- Participation in Beer Tastings
No Email Personalization
Advanced Email Marketing Mistakes
The email marking mistakes below are more involved & for breweries who have mastered the mistakes above.
No Email Tracking
If you aren’t tracking emails, you won’t have any idea of what is working and finding out what your audience likes to see.
If you aren’t tracking it’s also very hard to set & measure your goals as well.
A/B Testing & Email Optimization
Optimizing your emails can really help you drive better results for you taproom or brew pub.
Once you lock in your emails, you’ll be connecting with your audience more and more.
No Segmentation or Email Campaign Creation
Getting your most loyal customers is already a challenge, another big mistake that many breweries make is sending all emails to their entire list.
A Campaign Monitor study showed a 760% increase in revenue from segmented campaigns and other reports mention increases to open-rates & click through rates.
Resource: An Email Segmentation Guide
