With so much uncertainty in the world right now – particularly in our industry – it can feel like there is a lot that is beyond your control as a winery owner. And you’re right – you cannot control tariffs, or regional visitation, or rising costs. But one thing you CAN control is your customer list and how you use it.
Your customer list is one of your most valuable marketing assets. But are you making the most of it? A well-maintained and strategically used email and SMS list can drive engagement, build customer loyalty, and, most importantly, increase your profitability.
For wineries, leveraging digital marketing effectively can enhance wine club memberships, boost event attendance, and increase direct-to-consumer (DTC) sales. Here are some tips to turn your email and SMS marketing into a revenue-generating powerhouse for your winery.
1. Segment Your Audience
Not everyone needs to get every email. Segment your list based on factors such as:
- Wine preferences (red, white, rosé, sparkling, etc.)
- Purchase history (single-bottle buyers vs. case buyers)
- Wine club membership status
- Engagement levels (past event attendees, frequent buyers, first-time purchasers)
- Geographic location (to promote regional events or shipping options)
By sending targeted emails and SMS messages to specific segments, you can tailor your talking points to their behavior, increasing the likelihood of purchases.
2. Personalize, Personalize, Personalize
We all know how to use the customer’s first name in an email campaign, but personalization can and should go way beyond that. Leverage customer data to tailor subject lines, content, and offers based on previous interactions.
For example:
- Recommend wines based on past purchases
- Have additional offerings behind the login wall on your website
- Send birthday offers with a free tasting or special discount
Personalized emails and SMS messages can lead to higher open and click-through rates, directly increasing your sales potential.
3. Learn How to Nail Your Timing
Timing matters. Test different days and times to see when your audience is most responsive.
For example:
- Send weekend SMS reminders about upcoming wine tastings or events
- Email wine club members about their next shipment a week in advance
- Present flash offers on weekday evenings when customers are more likely to browse online
SMS messages often have higher open rates and can be used for urgent promotions, while emails work well for detailed offers and newsletters. Striking the right balance ensures consistent revenue without overwhelming subscribers.
4. Craft Compelling Subject Lines and SMS Hooks That Sell
Your subject line or SMS preview is the first thing your subscribers see. Be witty! Let your brand personality show through and keep it:
- Short and to the point
- Intriguing or curiosity-inducing
- Focused on value and urgency (e.g., “Exclusive VIP Tasting – Reserve Your Spot!” or “Last Chance: 20% Off Your Favorite Wines!”)
5. Encourage Engagement
Emails and SMS messages don’t have to be one-way communication. Encourage your subscribers to interact by:
- Asking customers to vote on their favorite wine for an upcoming release
- Running polls or surveys to understand their taste preferences better
- Inviting them to follow your winery on social media for behind-the-scenes content
- Including clear calls-to-action (CTAs) that drive purchases or event registrations
More engagement leads to stronger customer relationships and, ultimately, more sales.
6. Automate to Increase Efficiency
Automation allows you to send the right message at the right time without extra effort. Set up automated sequences for:
- Welcome emails and SMS with an introductory offer for first-time buyers
- Abandoned cart reminders to recover lost sales on wine purchases
- Post-purchase follow-ups with food-pairing recommendations
- Re-engagement campaigns to bring back inactive customers with exclusive deals
These automated touchpoints help nurture leads and increase conversions with minimal manual effort, maximizing profitability.
7. Monitor, Analyze, and Improve
The great thing about working on your digital channel is that there is so much data available, so your email and SMS marketing strategy can and should continuously evolve based on facts. Track key metrics like:
- Open rates
- Click-through rates
- Conversion rates
- Average order value from emails and SMS
- Revenue per message sent
- Wine club membership sign-ups from campaigns
Identify what the common themes are and lean into them and ditch the things that aren’t working or resonating with your customer base.
To sum it all up –
Your customer email and SMS list is a goldmine for sales in this changing landscape if used correctly.
Start implementing these strategies today and watch your email and SMS list work for you—and your bottom line!
Want to talk about how you can start to use your customer list to increase your winery’s profitability? Email Erin at erin@hallywineco.com.
