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Are You Losing Wine Club Members? Proven Strategies to Keep Them Engaged and Loyal
12/19/2024

For wineries, this isn’t just a frustrating statistic—it’s a wake-up call. Acquiring new members is expensive, and relying on churn to balance your numbers is a losing game.

Retention isn’t a bonus; it’s the backbone of your wine club’s success. But here’s the good news: with a few intentional shifts, you can turn one-time joiners into lifelong members. Let’s dive into strategies that go beyond the basics and deliver real results.

Why Retention is the Ultimate Growth Strategy

Keeping your wine club members isn’t just easier than finding new ones—it’s also much more profitable. Studies show that increasing retention by just 5% can boost profits by as much as 95%. Yet too many wineries focus on acquisition while neglecting the members they already have.

Ask yourself: Are your current members sticking around because they love your club, or are they silently questioning whether it’s worth it? If you’re unsure, these strategies will help you find—and fix—the gaps in your approach.

Personalized Communication

Be honest: When was the last time you sent your wine club members an email that felt truly personal? If you’re blasting the same newsletter to members and non-members, you’re missing a massive opportunity to make them feel valued.

  • Segment Your Emails: Start small by categorizing members based on their favorite wines—red, white, sparkling—and sending tailored recommendations.
  • Show You Know Them: Use purchase history to suggest wines they’re likely to enjoy, making them feel like you’re paying attention to their preferences.
  • Offer Insider Exclusives: Share early access to new releases or behind-the-scenes stories just for members.

Concerned about how to get started? Even if your current platform isn’t robust, you can manually segment your list or start with basic personalization fields (like including their name and last purchase). Every small step builds toward stronger connections.

Stop Guessing

Ask Members What They Really Want

Do you know what your wine club members value most, or are you making assumptions? The difference can be costly. Regularly surveying your members ensures you’re delivering perks they actually care about.

  • What to Ask: Keep it simple—ask about wine preferences, event interests, or which perks matter most to them. For example, would they prefer more customization options or access to exclusive releases?
  • Timing Matters: Send surveys after a shipment to catch them at their most engaged.
  • Make It Worth Their While: Offer a small incentive, like a discount or entry into a raffle, to encourage responses.

Think surveys won’t work? Studies show that customers who feel heard are 2x more likely to stay loyal. By acting on their feedback, you’re not just retaining members—you’re turning them into advocates.

Refresh Your Perks

Even the most loyal members will start to question their subscriptions if the benefits feel stagnant. Regularly refreshing your perks shows that you’re invested in keeping things exciting.

  • Offer Choices: Allow members to customize their shipments or swap out wines they’re less interested in.
  • Go Beyond Wine: Add small extras to your shipments, like recipe cards, pairing suggestions, or a unique tchotchke. Even low-cost additions can surprise and delight.
  • Leverage Limited Editions: Give members first access to exclusive or small-batch wines. Pair the release with a story—why is this wine special? Why does it matter to your winery?

Worried about costs? You don’t need to overhaul your perks overnight. Start with one or two changes, like adding a digital recipe or offering a flexible shipment option. Small updates can go a long way.

Engage Year-Round

Don’t Disappear Between Shipments

One of the biggest mistakes wineries make is going silent between wine club shipments. If your members only hear from you when it’s time to charge their credit card, they’re not going to feel like part of your winery’s story.

  • Seasonal Newsletters: Share vineyard updates, pairing tips, or winemaker stories to keep members in the loop.
  • Exclusive Virtual Events: Host online tastings or behind-the-scenes tours that let members feel connected, no matter where they are.
  • Remind Them Why They Joined: Use your communications to celebrate what makes your wine club unique—whether it’s your boutique approach or access to wines they can’t find anywhere else.

Think engagement takes too much time? Start with one quarterly email. As you see success, you can expand your efforts without overwhelming your team.


Retention Starts Today

Retention isn’t about doing more—it’s about doing better. Start by taking a critical look at your wine club: Are you truly delivering the experience your members want? If not, take action today. Personalize your communications, refresh your perks, and make engagement a priority.

Want to find out where your wine club stands? Take our Wine Club Scorecard to get tailored insights and actionable recommendations for boosting retention.

 
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