Wine Club Marketing Image
Wine Club Marketing Image

Marketing your wine club is very different to marketing your winery. You have different competitors, a different audience, and very different messaging.

Your winery's marketing doesn't speak for your wine club.

Profit margins for wine clubs are the highest of direct sales, reaching as high as 50%, but your wine club faces fierce competition from all sides — wine subscriptions, online retailers and apps, and also other wineries.

Considering the value of your wine club members to your winery’s bottom line, it is surprising to see wine clubs without any real marketing, with many winery owners believing that the winery's marketing naturally speaks for the wine club too. But this just isn't the reality.

Wineries cannot afford to neglect marketing their wine club
High profit margins and loads of competition means your wine club marketing needs to be on point

There's a lot at stake for your wine club marketing

With so much at stake, your marketing will need to be targeted and effective, appealing directly to those people who are most likely to be a good fit for your wine club.

But ...who are those people? You know your winery's closest competitors, but do you know who your wine club is competing with? Likewise, your wine club's audience is probably not the same group of people as your winery's audience.

It's entirely possible that your wine club competes with different wineries than your winery does.

Identify who your wine club appeals to, and why

Lucky for you, it's easy to look at the demographics of your wine club's current members, your longest-standing members, your wine club's biggest spenders, your most-recent enrollees, and your most recent departures.

Each of these groups can tell you something different about your wine club. For example, if a majority of your wine club’s newest members fit a certain category (such as age range, buying habits, wine knowledge, geography, or event type) then this might tell you something about who your wine club is appealing to right now. If you were then to scrutinize this category throughout your entire membership, would you discover that these members tend to have long or short tenures? Do they buy a lot of wine? Do they take up a lot of your time? In other words, is this where you should be putting your wine club marketing’s dollars?

Similarly, take a look at your most longstanding members. As the members who have spent the most money with you, it would be concerning if cancellations amongst this valuable group began to increase.

Exercises like these can provide remarkably worthwhile insights that can then be used for guiding your wine club’s marketing efforts, particularly, prioritizing your target audiences. If you need some help from a Wine Club Marketing expert to conduct these exercises, get in touch!

This leads us to how you’re using email communications with your wine club members.

Your wine club is just one option amongst the many other wine clubs, subscription services, and online retailers. It requires creative and strategic marketing.

Seeing your Wine Club email marketing differently

Email marketing is still the undisputed champion of marketing channels, producing far greater ROI than any other marketing activity. But each email sent to your wine club's members, carries with it an implicit invitation for your members to reconsider the worth of your wine club, causing some to unsubscribe, and others to cancel their memberships entirely. Your wine club's email marketing needs to be viewed differently than your winery's general emails.

As a wine club manager, you likely don’t question the value of email marketing as a way to communicate with your wine club members, but understand this: your wine club's email communications to your valued members are not an offshoot of your winery's general emails. Club members should not be receiving generic sales pitches, or otherwise being treated as if they’re not part of the family.

You may be damaging your club members’ perceptions of your winery, and how they feel about your wines by wasting their time with irrelevant sales pitches.

Your content strategy for club member emails needs to be heavily weighted towards building relationships, over scoring transactions.

Keep in mind that every email you send to your wine club members is a reminder for them to question the worth of their membership.

If you’re conducting the kinds of exercises mentioned above, which help you identify the audiences that are the best fit for your wine club, you will have a better understanding of what they care about, and, how you would choose to communicate with them.

As you know, your wine club members joined so they could have insider access to your winery, and your wine club emails are an excellent opportunity for reminding them they have that access; that they’re insiders.

If you work with a Winery Email Marketing Agency they will be able to design a set of email templates for your winery that provide space to share a story about what’s going on at your winery, and still include an offer at the bottom.

Even better, we help our clients plan out their email content ideas to provide an entertaining and engaging mix of topics, increasing member loyalty rather than desensitizing subscribers to your emails.

If you need to give your wine club emails a shot in the arm, we can give you a one-an’-done for your team to take over, or we can take it all on for you, designing branded templates and writing content for your approval. You can reach us here.