If you only send one email this year, make it count. That’s especially true for wineries. Your welcome email is your first impression, and for many, it’s the most opened message you’ll ever send.
Yet so many winery welcome emails miss the mark. Instead of pulling people in, they push them away, or worse, bore them into unsubscribing. That’s not just a missed opportunity. It’s a lost sale, a lost fan, and maybe even a lost club member.
In the episode above, I break down real winery welcome emails: what works, what totally flops, and how to write one that actually sells wine. This post is the examples. If you want the step-by-step framework, that’s in how to write a winery welcome email that converts.
Why Winery Welcome Emails Are a Big Deal
Welcome emails for wineries aren’t just polite. They’re powerful. Across our client accounts, the welcome email is consistently the most opened and most clicked email in the program, by a wide margin.
With numbers like that, your welcome message shouldn’t be an afterthought. It should be your best-written, most intentional email in the entire flow.
Think of it like pouring your best wine on a first date. You’re setting the tone for the relationship. Are you showing up with heart, or just going through the motions?
3 Types of Winery Welcome Emails (and How to Fix Them)
1. The Ghost Town Welcome
This one’s bland, boring, and transactional. Usually sent automatically from your ecommerce platform, it says something like “Thanks for signing up” and then… nothing.
Why it flops: It lacks personality and doesn’t tell your story. It feels cold and forgettable.
How to fix it:
- Add your voice. Share a sentence or two about your winery’s mission or vibe.
- Talk to the reader like a guest, not a customer number.
- Let them know what to expect next (and why it’s worth staying subscribed).
2. The Overwhelmer
Instead of saying too little, this one says too much. Seven CTAs. Paragraphs of text. Links everywhere.
Why it flops: It creates decision fatigue. Readers don’t know what to click, so they click nothing.
How to fix it:
- Stick to one clear call to action. Just one.
- Use bullet points and white space to make it skimmable.
- Think “simple and inviting,” not “busy and overwhelming.”
3. The Badass Welcome
This is the email that gets replies, drives bookings, and sets the tone for future sales. It’s human, warm, and easy to act on.
Why it works: It acknowledges the value of the reader’s attention, uses simple storytelling, and invites one clear next step.
Here’s the formula:
- Engaging subject line that creates curiosity
- Personal, story-driven intro (skip the generic “Thanks”)
- One CTA (e.g. book a tasting, claim an offer, follow on Instagram)
- Tease what’s coming next to keep them excited
One badass email is the start. If you want it to keep working after day one, here’s how to turn a welcome email into a welcome series.
Want Real Examples? Watch the Full Video
In the YouTube episode, I break down live welcome email examples from wineries: some great, some… well, not so great.
You’ll see what works, why it works, and what you can literally copy (with your own twist, of course).
Need Help? Steal My Toolkit
I created the Winery Welcome Email Toolkit to help you nail this email without the guesswork.
Inside, you’ll get:
- The free Winning Welcome Scorecard
- Fill-in-the-blank Email Mad Libs
- Real-world winery examples
The Final Sip
Your winery welcome email isn’t just a greeting. It’s a conversion opportunity. It sets the tone, builds the relationship, and guides your subscriber’s next move.
So make it warm. Make it simple. Make it sell.
And once it’s written, the welcome email is only the first automation in the flow. The ultimate automated email roadmap for wineries shows what comes after it.
Want It Built, Not Just Written?
If the welcome flow in your platform is still the default “Thanks for signing up,” Email Essentials is the setup package where we build your welcome flow, your post-purchase emails, and the rest of your core automations, done right the first time.
Winery Welcome Email FAQs
What should a winery welcome email say?
Who you are in a sentence or two, what the subscriber can expect from your emails, and one clear next step. Skip the generic thank-you and lead with a moment or a story. The Badass Welcome formula above is the short version.
How many calls to action should a welcome email have?
One. The Overwhelmer fails because it offers seven. Pick the single action that matters most for a new subscriber (book a tasting, claim an offer, reply) and make everything else wait for the next email.
Should the welcome email include a discount?
Only if you promised one at signup. A welcome offer can work, but leading with a discount before you’ve said who you are makes the relationship transactional from the first email. Story first, offer second.
What’s the difference between this post and the welcome email framework?
This post shows real examples and the three types we see most. The framework post gives the step-by-step structure (orient, connect, guide) for writing yours. Read this one to see what good looks like, then use the framework to build it.
