Insights from the Field To Refine Your Q2 Marketing Game
As Q1 wraps up, we’re seeing important evolutions in consumer behavior across three core MarTech channels: email, social, and SMS. Based on field tests, platform data, and community feedback, here’s what to know to sharpen your Q2 strategy.
1. Email: Brevity, Clarity, and Context Win
Short subject lines (2-4 words) are performing best, especially on mobile. Think: “Just Dropped,” “Spring Releases,” or “Your Favorites Restocked.” These are outperforming longer, cluttered lines because:
Mobile screens cut subject lines short
Scannable lines create curiosity
They pair well with well-crafted preview text
Pro Tip: AB test subject lines in your next campaign. Leave the body and preview text the same, and test a traditional line versus a short, punchy one. Focus on open rates, not just conversions.
Bonus Tip: Pair a minimalist subject line with a preview text that either teases what’s inside or adds urgency—this combo can drive both opens and clicks.
Implementation Insight: To make this work, set up your subject line brainstorm as part of your campaign planning process. Start with your most detailed, descriptive version—then try to reduce it to five words or fewer. You can use a formula: Intrigue + Specificity. For example, “New Cab Just Landed” or “Members-Only Early Access.”
Also, get strategic with preview text. Avoid defaulting to the first sentence of your email—most platforms let you define this explicitly. Treat it like a second headline: an extension of your subject line that closes the loop or deepens the curiosity.
And don’t forget: you can test multiple versions even if you’re using a platform without native A/B testing like WineDirect. Just split your audience list manually and schedule both emails at the same time. Measure open rates to identify the winner.
2. Personalization Must Drive Relevance
The days of “Personalization” meaning you used someone’s first name are long gone. Consumers now expect brands to know their preferences and tailor messages accordingly. That means making every message feel like it was written just for them, based on what they’ve purchased, browsed, or expressed interest in before.
Strong Examples:
“Hi Julie, your 2021 Cab is almost gone”
“We know you love Cab. Our new vintage is in.”
Pro Tip: Platforms like Klaviyo, Mailchimp, and HighLevel make it easier to personalize based on behavior (past purchases, page visits, etc.). If you’re using WineDirect or Commerce7, you can still segment manually—just balance effort with impact.
Bonus Tip: Even one personalized email per campaign, such as a targeted offer for Cabernet fans, can significantly boost engagement.
Implementation Insight: If you’re sending a spring wine promo, consider creating segments for red wine lovers, white wine lovers, and club members. Then create versions of the email that speak directly to each group. This doesn’t require a full rewrite—just a few key lines that nod to their preferences can make the difference between ignored and opened.
For example:
Red wine lovers: “Your favorite bold reds, fresh from the cellar.”
Club members: “As one of our insiders, you get first access.”
Even in limited platforms, you can batch and send these with some manual effort. Use spreadsheets to track which audience gets which message. It’s more work—but also more return.
3. Social: Short Video + Native Uploads
Short-form video (15–30 sec) still rules, especially on Instagram Reels, TikTok, and YouTube Shorts. But here’s the kicker: platforms are favoring native uploads. That means:
Record and post directly from the app
Avoid watermarked cross-posts (e.g., from TikTok to IG)
Pro Tip: Use your social scheduler (like HighLevel) for volume, but commit to one manually posted, channel-specific video per week to maintain engagement and signal authenticity.
Quick Tip: When you’ve got a high-value announcement, post it natively—these tend to get better reach and engagement.
Implementation Insight: If you’re currently batch-scheduling posts through a tool like HighLevel or Later, continue doing so for your evergreen content. But start building a weekly ritual to post at least one video manually on each platform.
When you film a video, save the raw file to your phone or desktop. Then upload directly into Instagram, TikTok, or YouTube Shorts via their native apps. This signals to the platform that your content was designed for them—and that tends to yield more organic reach.
And remember: the content should match the tone of the platform. TikTok favors humor and authenticity. Instagram leans more curated. YouTube Shorts favors snappy insights or how-tos. Tailor your voice accordingly.
4. Quality > Quantity on Social
Posting every day only works if your content is relevant. Followers are muting accounts that post too often without value.
Better Bet:
Reduce posting frequency if needed
Reallocate time to respond to comments and DMs—this builds engagement, which algorithms reward
Pro Tip: Remember that value does not need to be monetary or purely informational. Value can take lots of forms:
Entertainment
Information
Inspiration
Monetary Savings
Time Savings
Recognition
The best value you can offer is content that does one of the above in a** surprising and delightful way**.
Quick Tip: Engaging with your community for 15 minutes a day can often outperform an extra post. And being engaged will better help you understand what they think of as “valuable.”
Implementation Insight: Start each week by planning 2–3 high-value posts instead of 5–7 filler posts. For each one, ask: Does this entertain, inform, or inspire my audience? If the answer is no, don’t post it.
Then block off 15–30 minutes a few times a week to jump into your comment section, reply to DMs, and like/share user content. This kind of genuine interaction is being heavily weighted by platform algorithms—and it strengthens loyalty far more than one more scheduled post.
If you’re managing multiple accounts, choose one day per week where you’re in “community manager mode”—wear the hat, and show up intentionally.
5. SMS: Rising Star with a Short Fuse
SMS is seeing 5x higher click-through rates than email. But it only works if it’s:
Short (under 160 characters)
Timely (e.g., “12 bottles left! Ends at midnight.”)
Personalized (even just referencing their last tasting)
Respect the Medium:
Only text during business hours (unless it’s truly urgent)
Include opt-out instructions in your first message
Don’t overdo it—SMS is powerful but easy to abuse
Starter Flow:
Begin with a post-tasting text: “Thanks for visiting! Want to revisit that Reserve Cab?”
Set up simple auto-replies for RSVPs or missed appointments
Quick Tip: Use SMS to nudge—don’t overdo it. Think friendly reminder, not marketing megaphone.
Implementation Insight: Start building your SMS list at every touchpoint: at the tasting room with QR code signage, during checkout (in-person or online), and on your website. Make the value exchange clear: “Sign up for texts and get early access to new releases.”
Once someone opts in, use automation if your system allows it. Even in manual setups like RedChirp or Commerce7, you can build templates for:
Post-visit thank-yous
Last-bottle alerts
Flash sales
Make each message sound like it’s coming from a person, not a robot. Write how you’d speak: “Hey Eric! Heads-up—we just opened a few more spots for Saturday’s tasting. Want in?”
If you can only start with one SMS automation, begin with post-tasting follow-up. These messages are relevant, timely, and show your guests that you value their visit.
5. SMS: Rising Star with a Short Fuse
Across all channels, intentionality is the name of the game. It’s not about doing more—it’s about doing what matters most. That means:
Writing emails that feel personal and relevant, not just personalized by name.
Creating social posts that spark conversation or connection, not just fill a calendar.
Sending SMS messages that are timed and targeted, not just blasted out.
When in doubt, pause and ask: “Why am I sending this? Who is it for? What do I want them to do or feel?”
The marketers who thrive in Q2 will be the ones who filter every piece of content through the lens of usefulness and alignment. Be thoughtful. Be precise. And always aim to serve—not just sell. Whether it’s a subject line, a reel, or a 120-character SMS, relevance and clarity matter more than ever.
Additional Tip: Start your week by asking: “Where can I be more specific and valuable today?” Then align your emails, social, and SMS content to answer that question.
This Q2, focus less on doing more—and more on doing what matters. A targeted email, a thoughtful video, or a well-timed text can outperform a dozen generic efforts.
And remember: consistency (not quantity) builds trust. Keep showing up with purpose, and your audience will keep tuning in.