The Pour That Keeps Giving: Unlocking Winery Growth With Email Marketing

Be honest with yourself: Are you making the most of your email list? Because while your vines may take seasons to grow, your next loyal customer could be just one email away.

It’s true that Instagram might show off your sunset views and TikTok might catch your winemaker swirling a glass in slow-mo, but email is still where the real magic happens. 

It’s the channel you actually own, the one that fills your wine club, sells out your events and keeps customers topping up their cellar. And all without you spending a cent on boosting a post.

Think of email marketing as the secret blend every winery needs: reliable, long-lasting and capable of turning casual sippers into loyal members.

Why Email Still Outperforms Every Other Channel

It’s easy to neglect email as social media’s less sexy cousin. But, in this instance, less sexy also equals a more reliable, steadfast and beneficial relationship. Social media algorithms can change overnight, but your subscriber list? That’s your estate. 

Email is also one of the highest performing marketing channels out there, returning an average of $36 for every $1 spent.

For wineries, email is also deeply personal. When someone signs up for your list, they’re not just interested in a pretty photo of grapes, they want to hear your story, taste your new releases and be let into your world. That’s intimacy you can’t buy with ads.

Automations: Your Always-On Cellar Hand

Automated emails are the workhorses of winery marketing: set them up once, and they nurture, sell, educate and delight customers in the background while you’re busy in the barrel room.

Some high-impact automations every winery should consider:

• Welcome sequence: When someone joins your list or wine club, introduce them to your ethos, your wines and the experience they can expect.
• Birthday or anniversary offers: A personalised bottle recommendation or tasting voucher can turn a milestone into a memory.
• “It’s been a while” emails: Hasn’t placed an order in six months? Invite them back with a special release or tasting reminder.
• Club onboarding & renewal flows: Seamlessly welcome new members, keep them engaged and remind them when it’s time to renew.

Here’s why they work:

• Automated emails convert 320% better than standard newsletters.
• Nearly 70% of customers won’t return if they feel forgotten. Automation makes them feel remembered and valued.
• With roughly a third of winery costs going to staffing, automations free your team to focus on hospitality while the emails do the heavy lifting.

Newsletters: Your Brand’s Love Letters

While email automations hum along in the background, newsletters are your ongoing dialogue with your community. Do them right, and they become a pleasant tipple in someone’s inbox. Done poorly, and they’re going straight to spam.

For wineries, newsletters are the perfect way to:

• Announce new releases: Share tasting notes, behind-the-scenes vineyard stories, and pairing suggestions.
• Promote events: From harvest dinners to blending workshops, your list should hear about it first.
• Educate and inspire: A note from the winemaker, a recipe from the chef or a seasonal food pairing tip.
• Build loyalty & community: Celebrate your members and their milestones, highlight UGC from happy customers or spotlight your vineyard dog.

Newsletters keep you top of mind, season after season. And unlike the volatility of social, they build a steady rhythm of connection and sales.

Common Email Marketing Mistakes That Cost Wineries

We’ve seen it too many times:

1. Overloading with jargon: If your emails sound more like a lecture than a warm conversation, they’ll alienate your audience.
2. Inconsistency: If your emails only go out at vintage release, you’re missing 11 months of relationship-building.
3. Forgetting the call to action: A tasting note is nice, but where’s the “Book your table” or “Shop the release”?
4. All sell, no substance: Humans thrive on connection and storytelling, so if you’re just selling, they’ll feel hard done by. And annoyed. 

In Summary

Your vines take months of care, patience and skill before they’re bottled. Your words deserve the same. With the right email marketing, your winery can build stronger connections, sell more bottles and create a community that sticks around long after the last pour.

At Gather & Tell, we help wineries craft emails that:

• Build your wine club with smart, automated sequences.
• Drive bookings to your cellar door and events.
• Keep newsletters fresh, consistent and true to your brand voice.

We handle the strategy, copy and storytelling, so you can focus on what you do best: making and pouring great wine.

Ready to turn your email list into your best vintage yet? Let’s talk.