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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.
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.
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.
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.
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.
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.
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.
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.
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.
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 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.