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How Email Marketing Actually Works (and Why It Matters)

Email marketing is one of the most effective ways to connect with your audience—and it’s surprisingly simple once you understand the basics.

AWeber’s guide breaks it down into five key steps:

1. Grow your list – Start by collecting emails through sign-up forms or lead magnets.

2. Segment your audience – Group your subscribers based on interests or behaviors so your messages feel more personal.

3. Create great content – Send emails that are relevant, valuable, and engaging.

4. Send at the right time – Use tools to schedule your emails when people are most likely to open them.

5. Track and improve – Monitor what’s working (and what’s not) so you can refine your strategy.

What makes email marketing so powerful? It’s permission-based, direct, and cost-effective—bringing in an average of $36 for every $1 spent. It’s a great tool for building trust, driving action, and staying top-of-mind with your audience.

See the full article by Sean Tinney on AWeber

Alexa Dickinson, the Eastside and Snohomish County Community Manager at Yelp, has provided guidance on leveraging Yelp tools and optimizing online presence for businesses. She has conducted sessions aimed at helping businesses maximize their visibility and engagement on Yelp.

Given her role and experience, her recommendations include:

• Claiming and optimizing your Yelp Business Page: Ensuring that your business information is accurate and up-to-date.

• Engaging with customer reviews: Responding to reviews to show appreciation and address concerns.

• Utilizing Yelp's advertising tools: Exploring free options to increase visibility.

• Encouraging satisfied customers to leave reviews: Building a strong online reputation through positive feedback.

For more detailed information, you might consider reaching out directly to Alexa Dickinson or visit business.yelp.com/resources

Check out our upcoming YELP Workshop and review the tips below: 

"Stars, Stats, and the Power of the Pour" from WineGlass Marketing emphasizes the critical role online reviews play in a winery's marketing strategy. It outlines how platforms like Google, Yelp, and TripAdvisor influence consumer behavior:

• Google: Essential for local SEO; more reviews improve search rankings and visibility.

• Yelp: Attracts users with high purchase intent; crucial for wineries offering tastings or food.

• TripAdvisor: Influences travel decisions; vital for wineries in tourist-heavy areas.

The article suggests authentic, non-intrusive methods to encourage reviews:

• Make it Obvious: Use window clings, QR codes on table tents, or notes on receipts to prompt reviews.

• Ask During a Moment of Delight: Train staff to request reviews when guests express satisfaction.

• Thank You Cards with QR Codes: Provide guests with branded cards linking directly to review pages.

• Small Incentives: Offer access to exclusive content or events as a token of appreciation for reviews.

• Reinforce with Post-Visit Follow-Ups: Send personalized emails or include handwritten notes in shipments to encourage reviews.

• Leverage Social Media: Use story polls and highlights to engage visitors and prompt them to share their experiences.

From the WA Wine Institute: We learned that the FTC has delayed the enforcement date for their new "Click-to-Cancel" rule from today, May 14, 2025 to July 14, 2025. We wanted to alert you as soon as we could, so you have the most up-to-date information for your use and decision making as needed. You can click here for the official FTC notice of enforcement being delayed two months.

Please see below for the article from the law firm Foster Garvey PC we've included in past e-newsletters providing details on FTC's "Click-to-Cancel" Rule. As always, feel free to reach out if you have questions.

Legal Alert: The FTC's "Click-to-Cancel" Rule – What Wineries Need to Know for Compliance

By Brian Fink, Attorney at Foster Garvey PC| brian.fink@foster.com

The Federal Trade Commission's (FTC) new "Click-to-Cancel" rule went into effect earlier this year, and enforcement begins May 14, 2025.

This rule applies to businesses that offer recurring payment programs (a/k/a negative option programs). For wineries, this means assessing and potentially revising your wine club membership sign-up and cancellation processes.

The "Click-to-Cancel" rule requires that cancellation must be as easy assigning up. For example, if consumers can join a wine club online, they must also be able to cancel their membership online with the same simplicity, such as by clicking an obvious "Cancel Membership" button. Requiring members to send an email to request cancellation or navigate a multi-step process risks violating the rule.

Similarly, if your winery requires members to confront retention offers (e.g., discounts to stay in the club), the rule stipulates that members must first consent to viewing these offers and be allowed to decline them entirely without obstructing the cancellation process.

It is crucial for wineries to review their e-commerce platforms and wine club sign up and cancellation processes for compliance with the FTC's requirements. The rule mandates that all material terms of the subscription, including pricing, billing frequency, cancellation policies, and any additional fees, must be clearly disclosed before obtaining a consumer's billing information.

Noncompliance could result in hefty civil penalties. Additionally, consumers have increasingly relied on FTC principles in private lawsuits, including recent cases targeting allegedly deceptive practices in the alcoholic beverage industry.

By acting now, wineries can get ahead of the FTC's "Click-to-Cancel" rule, avoid penalties or civil lawsuits, and protect their brand reputation.

This is a high-level summary of a complex topic. It is not intended as legal advice. Please consult with your attorney if you have questions about these issues.

We are thrilled to welcome Lindsey Lamb as the newest member of our Woodinville Wine Country team! Stepping into the role of Membership Engagement Specialist, Lindsey brings a wealth of experience and a passion for hospitality that perfectly aligns with our mission to foster a vibrant, collaborative community.

Originally from California, Lindsey relocated to Washington in 2020 and has since embraced the Pacific Northwest with open arms. With over nine years of experience in the wine, beer, and spirits industry, she brings a comprehensive background that spans production, operations, and hospitality. Her extensive expertise and genuine enthusiasm for the industry make her a perfect fit for our team.

Lindsey’s dedication to fostering collaboration and building connections is at the heart of her professional philosophy. She believes in the power of bringing people together, and this belief will be central to her role in supporting our members. Whether it’s developing meaningful partnerships across various industries or enhancing the overall hospitality experience, Lindsey is committed to elevating tourism in Woodinville and beyond.

We are confident that Lindsey’s dynamic approach and unwavering commitment will greatly benefit our community. Her fresh perspective and industry insights are sure to inspire and drive engagement among our members.

Join us in welcoming Lindsey Lamb to the Woodinville Wine Country family! Connect with her on LinkedIn to learn more about her journey and to share in her excitement for the future.

Connect with Lindsey on LinkedIn

We look forward to the exciting contributions Lindsey will bring to our community and the new heights we will reach together.

As a valued member of the Woodinville Wine Community, we invite you to participate in an impactful initiative that has the potential to shape the future of viticulture and enology.

Background: Woodinville Wine Country, in collaboration with Chateau Ste Michelle and DeLille Cellars, has established the Woodinville Wine Country Diversity Scholarship for the Washington State University's Viticulture & Enology program. This scholarship aims to foster inclusivity and diversity within the wine industry by providing financial support to aspiring talents who may face barriers in pursuing their education.

Scholarship History: Since its inception in 2021, the Woodinville Wine Country Diversity Scholarship has already made a difference in the lives of three students. These individuals, driven by passion and dedication, have benefited from the scholarship’s support.

The Need: The response to this scholarship has been overwhelming, underscoring the industry’s collective commitment to creating a more inclusive future. However, the demand for support exceeds our current resources. That’s where your esteemed winery comes in.

Your Role: We invite your winery to become an annual contributor to the Woodinville Wine Country Diversity Scholarship. By joining this effort, you will not only contribute to the education and advancement of aspiring viticulturists and enologists but also be recognized as a named contributor in all marketing and promotional materials associated with the scholarship.

How You Can Contribute:

1. Percentage of Bottle Sales: Consider donating a percentage of bottle sales from one (1) SKU of wine during the month of September. Every bottle sold will directly support deserving students.

2. Percentage of Overall Sales: Alternatively, you can contribute a percentage of overall sales during September. Your generosity will make a meaningful impact.

Recognition: Your winery’s commitment will be acknowledged prominently in our communications, including press releases, social media, and event materials. By standing together, we can create a more diverse and vibrant wine industry.

Contact Information: For more details or to discuss how your winery can participate, please contact Woodinville Wine Country at Membership@woodinvillewinecountry.com.

We kindly request your consideration and look forward to the possibility of welcoming your winery as a valued contributor to this noble cause.

Thank you for considering this invitation, and we hope to count your winery among the esteemed contributors to the Woodinville Wine Country Diversity Scholarship.

Cheers,

Diversity Scholarship Committee

As the digital landscape continues to evolve, Woodinville Wine Country is thrilled to announce the addition of Ben Hampton to their team as the new Digital Marketing Specialist. With a Bachelor's degree in Communications specializing in visual storytelling, from Washington State University, Ben brings a unique blend of creativity and technical expertise to the organization's digital marketing efforts.

In his role, Hampton will be instrumental in crafting compelling narratives and immersive visual experiences that captivate audiences and drive engagement across digital platforms. Leveraging his proficiency in visual storytelling techniques, he will play a pivotal role in enhancing Woodinville Wine Country's online presence and brand identity.

"I'm excited to share Woodinville Wine Country’s story with the world. My goal is to ensure that everyone, regardless of their location, becomes acquainted with the wonders of Woodinville Wine Country," said Ben.

Outside of work, Ben enjoys playing soccer, creating videos, and honing his skills as a close-up magician. He's an avid fan of video podcasts and loves to bake and cook. Most importantly, he cherishes spending quality time with family and friends.

Executive Director Adam Acampora welcomed Ben, highlighting his expertise in visual storytelling as beneficial to the digital marketing strategy. 

Ben Hampton officially began his role as Digital Marketing Specialist on May 13th and can be reached at Ben@woodinvillewinecountry.com.

WOODINVILLE, WA -Woodinville Wine Country is thrilled to announce that we have been awarded a $22,000 Rural Tourism Marketing & Production Grant from State of Washington Tourism. This grant will be a significant contribution that will play a pivotal role in enhancing our marketing initiatives and driving economic growth to the region.

The Rural Tourism Marketing & Production Grant will enable us to expand our multimedia content library, creating captivating videos, photos, and written materials that highlight the diverse tourism offerings of Woodinville Wine Country and surrounding areas. These assets will showcase wine adjacent activities such as art studios, cooking classes, outdoor adventures, dining experiences, theater, music, and more, enticing visitors to explore the region and stay overnight.

"We are thrilled to receive the Rural Tourism Marketing & Production Grant from State of Washington Tourism," said Adam Acampora, executive director of Woodinville Wine Country. "This grant will empower us to create engaging content that resonates with our target audience, attracting more visitors through Woodinville Wine Country and fostering economic growth in our community."

In partnership with the city of Woodinville and neighboring cities of Redmond, Bothell, and Kirkland, Woodinville Wine Country will leverage this grant to collaborate on marketing initiatives and promote the collective region as a must-visit destination for travelers.

The Rural Tourism Marketing & Production Grant program is a vital resource for destination communities like Woodinville. It provides funding to develop impactful marketing campaigns that raise awareness, stimulate visitor spending, and showcase the unique attractions and experiences that make Washington State a premier tourism destination.

"We recognize the significance of the Rural Tourism Marketing & Production Grant in supporting our tourism marketing initiatives," added Acampora. "It not only offers financial support but also validates our efforts to promote our collective region as a must-visit destination."

Woodinville Wine Country is committed to leveraging this grant to its fullest potential, collaborating with partners and stakeholders, and producing high-quality content that showcases the beauty, diversity, and hospitality of our region. We look forward to sharing our progress and the impact of this grant on our tourism marketing initiatives in the coming months.

For more information about Woodinville Wine Country and our tourism marketing efforts, please visit woodinvillewinecountry.com or contact wwc@woodinvillewinecountry.com.

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About Woodinville Wine Country:

Woodinville Wine Country is a 501(c)(6) destination marketing and trade association representing the thriving Washington state wine industry in the Greater Woodinville area. Our mission is to support the development and promotion of a world-class wine tourism destination. With over 130 wineries and tasting rooms, Woodinville Wine Country is the most densely populated wine region in Washington State. Just 30 minutes from downtown Seattle, Woodinville offers a unique blend of urban amenities and rural charm, providing easy access to wineries, outdoor activities, dining, shopping, and more. Whether you're a wine enthusiast, foodie, outdoor adventurer, or cultural explorer, Woodinville Wine Country has something for everyone. Visit us today and discover the magic of Woodinville Wine Country!

About State of Washington Tourism:

SWT is a 501(c)(6) organization and serves as the official destination marketing organization for the State of Washington. It has and will continue to work closely with destination organizations, rural communities, tribes, and tourism/hospitality-related small businesses in Washington State. Its mission centers on destination promotion and destination development across the state. SWT procures and administers funds for statewide destination promotion activities, including strategic marketing plans and community-based destination development projects.

To protect workers from the dangers of breathing wildfire smoke, the Washington State Department of Labor & Industries has filed permanent wildfire smoke rules, which will take effect January 15, 2024. 

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Within the world of hospitality it is always a good idea to keep an finger on the tourism pulse. This podcast is just one way to do that.

The Future of Tourism Podcast

A series of candid conversations with industry leaders, luminaries and visionaries about the challenges and opportunities facing the travel and tourism industry today.

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