Your email subject line is the corkscrew
If it doesn’t work, no one’s opening the bottle. Or your message.
And yet, wineries often treat subject lines as afterthoughts.
Here’s the thing: without a strong subject line, it doesn’t matter how great your copy, offer, or design is. The email won’t get opened.
Let’s fix that. Here are the 4 biggest subject line mistakes I see wineries making, and how to flip them into subject lines that get opened and drive sales. (Prefer to watch? This one’s also an episode.)
Mistake 1: No Curiosity, Just Content
Bad: “July Wine Club Release”
Better: “Guess what’s landing this July for members…”
Your subject line should invite readers in, not summarize everything up front. Use curiosity to spark interest without veering into clickbait territory. A little mystery goes a long way.
Mistake 2: It’s All Info, No Urgency
Bad: “Summer Wines Now Available”
Better: “These chill-worthy bottles won’t last long”
Create urgency without sounding spammy. Phrases like “limited time,” “only a few left,” or “before it’s gone” help move people from passive to clicking now.
Mistake 3: It Feels Like a Mass Email
Bad: “Winery Newsletter – July”
Better: “A little vineyard magic, just for you…”
Make it personal. Even if it’s a bulk send, it shouldn’t feel like one. Subject lines that sound like a handwritten note tend to outperform formal, corporate ones.
Mistake 4: You Forgot the Sparkle
Lean into sensory words like “crisp,” “sun-soaked,” or “lush.” A single well-placed emoji can add personality (sparingly, please). And always test before you send: our guide to email A/B tests wineries should run this month starts with subject lines for a reason.
Your subject line is your first impression. Make it memorable.
Pro tip: score it before you send it
Before you press send, plug your subject line into Subjectline.com. Aim for a score of 100, and tweak until it gets there.
Ready to Write Better Subject Lines?
Fixing mistakes is half the job. The other half is building great subject lines from scratch: formulas, personalization, A/B testing with a champion, the works. That’s all in our full guide to crafting irresistible subject lines for your winery’s email campaigns.
And subject lines are just the start. If you want to consistently send winery emails that sell (without sounding salesy), here’s where to go next:
- PRESS SEND: our self-paced winery email marketing course
- Mavens On Demand: weekly coaching + strategy reviews
- Email Party: our free weekly newsletter for wine marketers
Let’s hear it: what’s your go-to subject line trick? Or the worst wine email subject line you’ve ever seen? Drop it in the comments. We love a good (or bad) example!
Winery Email Subject Line FAQs
What are the biggest subject line mistakes wineries make?
Four show up constantly: summarizing the email instead of sparking curiosity, listing info with no urgency, sounding like a mass send instead of a personal note, and skipping the sensory language and personality that make wine emails feel like wine.
What makes a good winery email subject line?
Curiosity over summary, a genuine reason to open now, a personal tone even on bulk sends, and sensory words like “crisp” or “sun-soaked.” Test variations before sending; a tool like Subjectline.com gives a quick pre-send score.
Should wineries use emojis in subject lines?
Sparingly, yes. One well-placed emoji adds personality and stands out in a crowded inbox; several in a row reads as spam. Test with and without on your own list rather than following universal rules.
