Brewery newsletters are a common marketing method these days, and for good reason. They’re an easy and effective way to keep your fans up-to-date on what’s happening and share your latest promotions and events. Though there are a multitude of companies to choose from when deciding what service to use for sending out your brewery newsletter, MailChimp has become seemingly ubiquitous.
We have no hard data to back this up, only anecdotal evidence – most of the brewery newsletters we receive are being routed via MailChimp. So, if you already use MailChimp, hopefully you pick up something new here. If not, we’re not actually getting paid to write this, but you should pretty much just use their service. We do and it rocks.
Or as close as you come to idi – we mean FOOL proof. You don’t need to be a HTML Coding Wizard to get an email out the door. There are a huge variety of themes to pick from, and then it’s drag-drop-click from there. Choose your images, place your text, and send away. Their interface really couldn’t be more user friendly. This means it’s a great “to-do” item for delegating. Surely, if you own a brewery, you’ve got more pressing matters than sending out an email newsletter. Good news, anyone can handle this.
Do you have a pile of paper somewhere with random fan emails? Or maybe you’ve got an Excel spreadsheet buried on your computer with dusty contact info. Its ok, we’ve all been there.
Here’s your chance to do something with them. No surprise, importing any current fans is easy (make sure they gave you permission of course). And even if you don’t have a stack to start with, MailChimp makes it simple to create one.
They have integrations with seemingly every piece of software ever created but those most relevant to breweries are WordPress, Facebook and Shopify. With WordPress, there’s a plugin making it easy to add newsletter sign-up forms to your website. With Facebook, another integration allows you to add a tab to your business page for the same purpose. And with Shopify, you can add a check-box asking folks buying stuff at your merch store if they’d like to sign up for the newsletter. You can also continue to bring pieces of paper to beer festivals with a pen but now it’s ok if they become coasters instead.
Also known as segmentation, you can slice and dice your database six ways to Sunday to make your emails as relevant as possible. If you have fans across the country, they can receive the newsletter at 9 AM their local time, making for higher potential open rates. As opposed to everyone getting the email at 9 AM Eastern/6 AM Pacific for example. Going deeper on this, if you have events coming up in both San Diego and Seattle, you can segment your audience to receive the event messaging pertinent to their region. One final way to segment is through the Shopify integration. Emails can be sent based on buying behavior. If for example, you’re seeing a lot of abandoned carts, you can send emails to the abandoners to go all the way through the purchase process instead of just a generic “10% merch discount” email.
There is of course quite a bit more that MailChimp can do. These are just some areas that we see as helpful to breweries in particular. What are you doing with your brewery newsletter that’s working? We’d love to hear about in the comments below!