The DTC Business
DTC is roughly what percentage of an average winery’s sales?
10%
Online sales tend to be higher AOV or lower than in-person sales. Why?
HIGHER, SHIPPING COST
What has become a great companion DTC channel for email?
TEXTING
Traffic to wine country locations is…
DOWN
The primary difference between a Wine Club and a Subscription.
CHOICE
Why is the DTC channel important for income if it is such a small percentage of sales?
MARGIN IS HIGHER
Within DTC for an average winery, what % is eCommerce sales? (range)
6%-16% of DTC
This was called out as the best day to send emails.
TUESDAY
88% of millennials live where?
IN URBAN CITIES
It is essential to test all your digital assets where?
ON A PHONE
These are the two biggest sales channels within DTC.
TASTING ROOM & WINE CLUB
What is repeatedly noted as the most critical variable for customers purchasing online?
SHIPPING COST
An average open rate for email is…
62%
This is by far the most expensive DTC channel to sell wine.
TASTING ROOM
What did Susan say was crucial to have in your eCommerce setup?
WELL-WRITTEN TASTING NOTES
This DTC channel should be done judiciously as discounts on top of costs can result in sales below FOB.
TELEMARKETING/PHONE SALES
When you track a path to purchase in Google Analytics, what is that called?
PURCHASE FUNNEL
This is the average rate of decay of a database.
2% A MONTH 24-25% A YEAR.
This is metric is the sales amount and gives you an idea of the quality of traffic.
AVERAGE ORDER VALUE or AOV
An email response where the email is undeliverable on the receiving server.
HARD BOUNCE
What is one of the three drawbacks to selling wine through DTC channels?
COST, CONFLICT WITH DISTRIBUTORS, STATE REGULATIONS
Why can’t you throw up any Shopify or Wix site and sell wine?
STATE REGULATIONS
What happened in 2023 that affected open rates?
APPLE’S MAIL PRIVACY PROTECTION (MPP) UPDATE
There were three types of conversions Susan recommended tracking. What were they?
SALES, CLUB SIGNUP, EMAIL SIGNUP
An average conversion rate (to sale) for an email is…
1%