As the year wraps up, it’s critical to take a deep dive into your Direct-To-Consumer (DtC) marketing performance. Analyzing your key metrics helps you identify what’s driving growth, what isn’t, and how to optimize for the coming year. Here’s a strategic framework for reviewing your DtC efforts and KPIs that will set you up for success:
1. Revenue Performance by Channel
Break down your total DtC revenue by channel: Tasting Room, Wine Club, Email, Online, Telesales, etc. Key KPIs to track:
- Year-over-year growth for each channel.
- Revenue share per channel (% of total) – have you seen our new Revenue by Channel report in the Company Reports? If not, check it out!
- Effort vs. return: Estimate the resources (time, cost, staff) invested in each channel relative to its revenue impact. This can help you prioritize where to focus next year’s efforts.
2. Visitor Engagement Metrics
Track how many visitors came to your winery, the average group size, and how this compares to previous years.
- Total visitation growth or decline.
- Average revenue per taster (ARPV).
- Conversion rate from tasting room to Wine Club or bottle purchases. This metric can reveal the effectiveness of your on-site experience in converting visitors into long-term customers.
3. Email Campaign Effectiveness
Measure the impact of your email marketing campaigns.
- Top campaigns by revenue: Which campaigns generated the highest sales?
- Conversion rate: % of recipients who made a purchase.
- Volume of bottles sold per campaign: Look for patterns in wine type, timing, or price point.
- Email open rate & click-through rate: These leading indicators help you understand engagement.
4. Wine Club Growth & Retention Analysis
Analyze the health of your Wine Club.
- Net new sign-ups vs. cancellations.
- Churn rate: How many members left compared to the total?
- Average lifetime value (LTV) of a Wine Club member.
- Compare sign-up sources (e.g., Tasting Room, online, events) to see where new members are coming from, and assess how different types of clubs (e.g., red wine vs. mixed) are performing.
5. Demographic Trends
Understand who your DtC customers are by analyzing age groups and purchase behaviors.
- Age group breakdown: What percentage of sales come from each generation (Millennials, Gen X, Boomers)?
- Trends year-over-year: Are you seeing growth in younger customers? This can indicate the future sustainability of your customer base.
- Geographic analysis: Where are your customers located? Target regions with growth potential for marketing campaigns.
