At Fiction, one of our most popular services is email copywriting. It’s also one of our favourite pieces of copy to write for these reasons:
* the relationship with an email subscriber is much more intimate than a social media follower
* the leads are typically more qualified and so it can be easier to convert via email than social media
* email marketing in itself is a more constant space than social media marketing.
If you’ve read this article, you’ll already know that the most important sequence in your email marketing is your welcome journey.
We recently revamped the email welcome series for one of our ongoing, long-term clients, Contentious Character, a cool-climate boutique winery straddling the ACT/NSW border in Wamboin.
This sequence encompasses 4 emails, intended to deepen the connection between the winery and the subscriber, to introduce their wide range of products and experiences and, of course, to convert and sell with the carrot being a welcome discount.
1. A short welcome email that says hello and sets expectations
Subject line: Your welcome gift is inside.
Preheader text: 10% off sitewide
Body:
Welcome to Contentious Character.
You’re definitely someone worth drinking with!
Thank you for subscribing to our newsletter, Contentious Chatter. We’ll be sharing winery updates, event invites, product offers and more – there’s always plenty to talk about here!
As a fellow Contentious Character, enjoy 10% sitewide on us.
[SHOP NOW]
2. A nurture email that shares more of the back story
Subject line: Who we are
Preheader text: Hard ground, soft heart.
Body:
We weren’t always like this…
This is our story.
DYNAMIC CONTENT TO APPEAR ONLY IF OFFER HASN’T BEEN REDEEMED
But first, did you forget your 10% discount offer? Let our wines come to you with Australia-wide shipping.
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Did you know Contentious Character was first Lambert Vineyards?
The first plantings were made in 1990 and the 20 acre vineyard became known for complex Aussie wines, with distinctive ‘old-world’ character.
Fast forward 24 years, the original winemakers moved on and we moved in; Ben, Jeremy, Tony and Ross.
We’d fallen in love with the Wamboin hills and cool-climate wines and we set about making it all our own, while respecting the vineyard’s heritage.
[MORE ABOUT US HERE]
Today, our vineyard produces 200 tonnes of grapes, a big jump from our humble beginnings in 2016 of 15 tonnes.
Our range extends far beyond wines to include condiments, chutneys, candles, soaps and teas. We’re continually innovating and pushing the boundaries, forever inspired by our wines.
Our cellar door and restaurant not only serve up wine tastings, lunches and dinners but also bespoke, quirky events, all year long. Think cabaret, cheesemaking and chocolate tastings. We’re even known to hold virtual trivia and online wine tastings.
We do all this because we believe that however you are, you are someone worth drinking with.
You’re in good company with us,
Contentious Character
3. Value-add content that softly complements the main e-commerce goal of online wine sales
Subject line: Which wine with which food?
Preheader text: Uncontentious food pairings
Body:
The age-old question, answered by yours truly
“Which wine goes best with this?”
A question we never fail to get during a wine tasting is, “what would go well with this?”
Here are 6 couple, catchy, Contentious canons on wine and food pairings for you:
- Get wild (game) with sensual merlots – whether it’s duck, venison or even a rich pâté.
- Shiraz with sizzling steaks and roasts.
- All Pinots love spice – Noir or Gris will pair well with spicy curries and stir fries.
- Chardonnay with roast chicken – a classic for a classic.
- Fresh whites with fresh fish – think riesling and sparkling when it comes to seafood.
- Rosé, anyday – the most drinkable varietal goes with anything, anytime, anyday. Well, at least our 2021 Rosé does!
Of course, wine and food pairing is an art but we hope these rules of thumb help.
Meet our 2021 wines on the Contentious blog, where you’ll find tasting notes as well as food pairing recommendations:
DYNAMIC CONTENT TO APPEAR ONLY IF OFFER HASN’T BEEN REDEEMED
Why not use your 10% discount (which expires oh-so-soon) and put it all to the test? We’ll deliver the wine, you whip up the feast and let us know what you think of our wine and food advice.
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Raising a glass to you,
Contentious Character
4. An outright product-focussed email – though this one focusses on the extended Contentious range, rather than just the wines
Subject line: There’s more to us than wine.
Preheader text: The Contentious range.
Body:
Fine fare, uncorked
When our cellar door and restaurant were forced shut to the public, we put on our thinking caps to bring Contentious into the homes of our beloved customers.
Voilà, our range of condiments, teas, candles and soaps. All our Contentious products have been infused with our inspiration for and from our wines (sometimes, even literally infused with wine!).
CONDIMENTS
Cabernet-imbued ketchups, chilli honey and grown up jams with red wine.
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TEAS
Our Herbal Tea Collection can be enjoyed hot, iced and even in a cocktail.
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CANDLES AND SOAPS
Both our candles and soaps are inspired by the aromas of our wines.
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DYNAMIC CONTENT TO APPEAR ONLY IF OFFER HASN’T BEEN REDEEMED
If our Cherry & Merlot Jam or Riesling Kick Tea tickled your fancy, you’ll be glad to know your 10% sitewide discount is still unclaimed. Use it now as it expires in a matter of days.
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And so between our first foray into welcome email copywriting here and this showcase of a real-life and currently active sequence, we hope you feel equipped to clean up and leverage your own email marketing.
If you would like to outsource your email copywriting to us at Fiction, get in touch for a tailored quote. We can either set you up with automation flows and customer journeys on a project basis or work with you regularly on monthly newsletters and sales offers (or both!).