🍷 Wine Club Anniversary Emails = Repeat Revenue
Here’s something wild: Erica belongs to 8 wine clubs… and not one has ever acknowledged her club join anniversary.
That means 8 missed opportunities to celebrate a loyal member, deepen brand connection, and trigger another purchase.
But not you, winery friend. Not anymore.
In this video, you’ll get a step-by-step walkthrough (cut straight from a Mavens On Demand coaching session!) showing you how to set up an automated anniversary email flow using Klaviyo. The strategies apply to any platform that allows you to:
- ✅ Store custom data fields
- ✅ Trigger automations based on dates
- ✅ Send emails that don’t feel like they were written by robots
🎬 What You’ll Learn in the Video
This isn’t theory. It’s a screen-sharing, real-life demo with winery-specific examples.
Inside the tutorial, you’ll learn how to:
- 🍷 Import your wine club join dates into your ESP
- 🍷 Format that data correctly so it actually works
- 🍷 Build a triggered automation that fires each year (no manual send needed)
- 🍷 Make your email feel personal, on-brand, and revenue-driving
Whether you’re using Klaviyo, Mailchimp, WineDirect, MailerLite, or another tool, this strategy works as long as your platform supports date-based triggers. It’s the same mechanic as the automated birthday email: do the setup once, celebrate members forever.
💡 Why We Demo Klaviyo (But You Don’t Have to Use It)
We demo this process in Klaviyo because it’s one of the most flexible ESPs for:
- Managing custom data (like join dates)
- Building powerful, personalized automations
- Segmenting your list for better results
It’s why we often build in Klaviyo as part of Email Essentials, our done-for-you setup package that gives wineries a rock-solid email marketing foundation.
But don’t worry: if you’re using a different tool, you can still implement everything in this training. The platform is the vehicle. The strategy is what drives results.
🧠 Stop Leaving Money on the Table
Your wine club members deserve to feel appreciated, and not just when a shipment is about to drop.
- 💛 Celebrate your customers
- 🍷 Increase reorders
- 📈 Boost club retention
- 🪄 Reinforce brand loyalty
The BEST part? Once it’s set up… you don’t have to touch it again.
The anniversary flow is one stop on the full automation roadmap, and it pairs beautifully with club emails members actually want to read.
FAQs about wine club anniversary emails
What is a wine club anniversary email?
An automated email that fires on the anniversary of a member’s join date, celebrating their loyalty. It’s different from a birthday email (which celebrates them) and a renewal notice (which bills them). This one thanks them for another year of membership.
Should an anniversary email include an offer?
It can, and a small perk like a bonus pour, a shipping credit, or early access lands well. But the acknowledgment is the point. Erica belongs to 8 wine clubs and has never received one, which tells you how low the bar is.
What data do I need to set this up?
One field: each member’s club join date, stored as a properly formatted date in your ESP. Most wineries have it in their POS already; the work is importing and formatting it once.
Does this only work in Klaviyo?
No. Any platform with custom fields and date-based triggers can run it: Mailchimp, MailerLite, WineDirect, and others. We demo Klaviyo because its data handling is the most flexible.
🎯 Want Coaching Like This Every Week?
This step-by-step training is one example of what we do inside Mavens On Demand, our coaching membership made just for wineries.
You get:
- ✅ Weekly coaching and trainings
- ✅ Personalized feedback
- ✅ Plug-and-play templates
- ✅ Real-time support from Erica
All designed to help you turn emails into revenue (without burning out in the process).
👉 Get MOD
Or start with the basics: grab the free Winery Email Marketing Playbook.
