We’ve covered the basics of creating an email series and how to set up your winery to leverage email automation. Now, it's time to dig into preparing a welcome series for your wine club members. If you have a wine club, it’s likely that your members are your most important customers. That’s why we’re starting here. Your ability to nurture and develop a relationship with these customers will determine the success of your wine club and the success of your DTC program.
While tasting rooms account for 47 percent of Direct-To-Consumer (DTC) sales, wine clubs are a close second at 33 percent, making them one of a winery’s most profitable business channels. You can sign up wine club members right on your property—and turn an occasional visitor into a repeat customer.
That new customer ensures revenue with each release, offering a steady cash flow. It’s a guaranteed allocation each release, giving you peace of mind that a certain number of cases will sell. That means spending less time finding distributors or selling to restaurants and wine shops. Instead, you can focus on building a unique experience for your club members.
To get started, we’ll consider the following:
Who is your wine club member? It’s important to understand the characteristics of your typical wine club members. Are they older or younger? Are they formal or are they informal? What are their interests? Knowing these characteristics will help you determine how you write the content of each email?
What makes your wine club and your winery unique? Your differentiation should shine through in this email series. Brands build trust by sharing about who they are and what they stand for. These are the elements that will differentiate you from the other wineries competing for your members’ attention.
What can you offer your wine club members to make them feel special? Exclusivity is a significant benefit of being a wine club member. What special offer can you provide at the conclusion of the series to further engage your members and make them feel like part of a unique club.
Once you've answered these questions, you can develop your series.
Here’s an example of an email marketing series message and timing. I recommend that a standard welcome series include the following messages:
Email 1: Welcome and the Basics of a Being a Member
This email will provide your new member a warm welcome to your club and your winery family. It will give them the essential information they need and set expectations for when they will get their club shipments and the kinds of rewards they will receive as members.
Email 2: A Thank You Message From the Owner or Leader of the Winery
This message should be a heartfelt message from the leader of the winery that shares some history and context for the focus and philosophy of your winery.
Email 3: Fun and Educational Content
For this, I recommend sharing information about the making of your wine, or wine and food pairing tips that they can use when they serve your wine to their friends and family.
Email 4: Wine Highlights
This email will feature information about your wine and the wines that your members get access to. This email could include information about your allocation and the wines that you have reserved for your members. The intent is to make them feel special.
Email 5: Special Offer
Lastly, this email provides a big reward for your members. The offer could be a special discount on a recent release or a referral link to invite friends and get a discount on membership or an order.
The point of this series is to make your wine club members feel special in the first month of their membership. The more you connect with them, the stronger the relationship you will build with them, and they will be better customers that stick around for a long time.
If you'd like more guidance on using email marketing to grow your DTC program, check out our course - Grow Your Winery With Email Nurture Campaigns