Our fearless leader, Erica Walter, recently celebrated 15 years of married bliss with her man, Mr. Whiskers, and that calls for some popped bottles!
Today we’re covering anniversary emails your winery can send to create wow-worthy moments for your customers, and jaw-dropping revenue for your winery.
You’ll Want to Be Popping Some Bottles Once You Start Seeing the Results Roll In!
Anniversary email campaigns are a wonderful way to surprise and delight your customers while creating a relevant, one-to-one human connection. There are obvious anniversary emails and not-so-obvious ones, and today’s episode covers both.
The more date-based triggered emails you incorporate, the better your email marketing results will be across the board. (They’re some of the easiest wins on the full automation roadmap.) So, commit now to trying one or all of the tactics we’re about to share.
1. Anniversary of Email Signup
Every email service provider keeps track of the date your subscriber was added. This could be the date they opted in from a website form, the date you added them through a manual upload, or the date they were connected through an integrated system like Digimatic.
Set up a date-based anniversary trigger for when they joined your list, and send a celebratory email as a way of thanking them. Recap some of the valuable things you’ve sent them and, if you’re feeling generous, offer an incentive to celebrate with you in person or online.
2. Anniversary of Last Purchase
Trigger a “We Miss You” email based on the last time a customer bought from you. Invite them back to your website to shop (if the purchase was made online) or to your tasting room (if the last purchase was in person).
3. Wine Club Member Anniversary
Celebrate the anniversary of when they joined your wine club. Even if you’re not offering a special discount, it’s important to remind them of the benefits they’ve enjoyed as a member and encourage them to stick around for another year.
Consider creating different anniversary emails for each year of membership, with perks that escalate when they’ve been a member for 2 years, 3 years, and beyond. Changing the offer or message year over year can increase curiosity and anticipation among your wine club members. And retention. We love wine club member retention.
Ready to build this one today? We recorded a full Klaviyo walkthrough: how to set up wine club anniversary emails, step by step, from importing join dates to formatting the trigger.
What if you don’t have integrated systems?
No worries! You can still celebrate the anniversary of a member joining your club by setting a yearly reminder to upload those dates into your email service provider. Even if a member cancels before their anniversary, you could use this as a win-back opportunity. (Win-backs are cousins of the re-engagement campaigns we teach here.)
Bonus Tactic: Celebrate Personal Milestones
Ask your wine club members about any personal milestones they’d like to celebrate, like a wedding anniversary or the birth of a child. Create a date field in your customer records management system for these important dates.
Set up a plain-text email to go out on these special days to say, “Hey, we know today has special meaning for you and wanted to send our well-wishes.”
Pop the Bottles
There you have it: a few obvious and not-so-obvious dates to celebrate with your subscribers. These emails will help make your wines and experiences more relevant to the humans on your email list.
Want a coach in your corner while you build them? The weekly coaching and plug-and-play templates inside Mavens On Demand are made for exactly this kind of flow work.
Make today the anniversary of you falling in love with the Email Mavens! Sign up for our weekly Email Party and subscribe to our YouTube channel.
At Email Mavens, we believe that every winery can sell more wine online by sending better marketing emails. Today, you learned about four anniversaries you can celebrate to help you send more relevant emails. You’ve got this! Keep pressing send on your next best email.
Winery Anniversary Email FAQs
What dates can a winery celebrate with automated emails?
Four good ones: the anniversary of a subscriber joining your email list, the anniversary of a customer’s last purchase (a “We Miss You” trigger), a wine club member’s join anniversary, and personal milestones like wedding anniversaries that members choose to share.
Do anniversary emails need a discount to work?
No. Acknowledgment is the core of it: thanking a subscriber, recapping member benefits, or sending well-wishes on a personal milestone. Escalating perks by membership year adds anticipation, but the celebration itself drives the retention.
Can I send anniversary emails without an integrated system?
Yes. Set a yearly reminder to upload join dates into your email service provider manually. It’s less elegant than a live integration, but the date trigger works the same once the data is in.
