Wine not take a sip out of the competition and make your wine club the talk of the vineyard? In this guide, we’ll raise a glass to some of the best ways to promote your wine club, from highlighting its exclusivity to making sign-ups a walk in the park. Let’s get started.
One of the key factors in promoting a wine club is to create a dedicated web page that showcases the experience of being a member, rather than just the savings. This approach will help you attract members who are interested in the complete wine club experience, helping to increase loyalty over discounts, decreasing the likelihood of “signup-then-cancel”.
Showcasing experience is of the utmost importance to get potential customers on board. Walk a potential wine club member through an immersive video experience of your tasting room and vineyard. Avoid high churn rates by showcasing the value of being a wine club member, highlighting exclusive events, special perks, and the overall experience of your wine club.
Reach a broader audience by hosting these events both in-person and virtually. All of the events listed above can be hosted in a virtual setting using video conferencing software, where club members can interact and discuss with the host in real-time.
Additionally, use snippets of content from virtual events as marketing materials across your wineries site, email marketing, social media, and more.
When creating your wine club’s web page, it is important to make it visually appealing and easy to navigate. Here are a few tips to create a compelling page to attract high quality members:
To achieve all of these elements for a compelling and attractive wine club page, Corksy’s website builder is the only solution you need, with pre-built wine and design templates, easy drag-and-drop builder, and unlimited customization across your site or specific pages. Plus, with Corksy’s mobile-friendly design, you can rest assured that your website will look great on any device.
Making it easy for people to sign up for your wine club is crucial to attracting new members. A straightforward sign-up process can include clear instructions, a simple form to fill out, and a confirmation email once the process is complete.
Your dedicated landing page should include a simple form above-the-fold to ensure potential members can easily find the form to fill out. Only request the most important information from a member, such as name, phone number, email address, and billing information. Adding too many required fields may deter a potential member from filling out the form.
If you offer the option for members to pick up their wines from the tasting room, include that option at sign-up. Remember: keep the sign-up process short and sweet to attract high quality members!
Be transparent about the terms and conditions of your wine club. This can include the frequency of shipments, the cost of membership, and any other relevant information. Make sure this information is clearly stated on the sign-up page and is easily accessible for members to review at any time.
Clearly highlight their new membership benefits and reminders with a follow-up welcome email. Remember to include:
Dear [Member Name],
Welcome to [Winery Name] Wine Club! We are thrilled to have you as a member and want to thank you for your support.
As a wine club member, you will have access to exclusive benefits that include discounts on all purchases in our web store and access to member-only events. You can view our event calendar at [insert link to event calendar]. We encourage you to take advantage of your membership benefits by browsing our selection and using your discount code at checkout.
Your first shipment will be sent out on [insert date], with subsequent shipments scheduled according to the frequency you selected during sign-up. You can expect to receive a notification via email when your shipment is on its way.
To access your account, simply log in to our website using the email address and password you provided during sign-up. Here, you can manage your account details, view your past orders, and update your billing and shipping information.
As a friendly reminder, please be sure to save this email and add [Winery Name] to your contact list to ensure you never miss out on member-exclusive emails. We will keep you up-to-date on new releases, upcoming events, and special promotions available only to our wine club members.
Thank you for choosing [Winery Name] and being a part of our wine club. We hope you enjoy your membership and the wines that come with it. If you have any questions or concerns, please do not hesitate to reach out to us.
Encourage current members to refer friends and family to the wine club by offering incentives. By making it easy for members to refer others, you can increase the number of sign-ups and grow your wine club.
Your members are your biggest ambassadors and best sales tools – reward them for referring to your wine club!
Use the following strategies to gain additional traction for your wine club right out of your tasting room:
To remain relevant, wineries should be utilizing email and social marketing to effectively reach and engage with current and future members. We’ve broken down the most effective strategies to help promote your wine club and build lasting relationships with your customers.
Utilize email marketing to promote your wine club and highlight its benefits and exclusive events. This can include sending out newsletters, exclusive offers, and highlighting new shipments. By consistently sending out relevant and engaging content, you can keep members informed and engaged with your club.
Corksy’s marketing automation is the only solution you need to streamline your email marketing campaigns and ensure that your messages are reaching the right audience at the right time. With full integrations with Mailchimp & Klaviyo, wineries can easily connect their email marketing platforms to their Corksy account to send out newsletters, exclusive offers, and highlight new shipments, all while keeping your brand top of mind for your members.
In addition to email, use social media to stay in touch with members and promote your wine club. Consider creating a private Facebook group for members to join and engage with one another, and share exclusive content with them.
To effectively reach members with your marketing efforts, consider segmenting your audience based on their behavior and preferences. For example, create an audience segment within the Corksy platform based on users who have successfully purchased over the last 90-days to promote your wine club offers and savings:
Create a win-back strategy by segmenting club members based on cancellation reasons. Craft a compelling subject line, offer an incentive, and personalize your messaging to re-engage. Testing different email designs, messaging, and incentives will help you to determine the success of your win-back campaign.
Track email open and click-through rates (CTR) to understand which types of content are resonating with members, and tailor your marketing efforts accordingly. By utilizing segmentation, you can ensure that your marketing campaigns are relevant and engaging to each member.
If you’re looking to promote your wine club and attract new members, implementing the strategies outlined above is a great place to start.
From creating a dedicated web page to showcasing the experience of being a member, to hosting exclusive events and utilizing email, SMS, and social media marketing, these strategies can help you reach and engage with your target audience.
By making the sign-up process easy and transparent, and utilizing targeted marketing efforts, you can increase the number of sign-ups and grow your wine club. So why not give these strategies a try today and see the results for yourself? Your wine club and its members will thank you.
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