5 Winery Email Automations Every Brand Should Have (If You Want to Sell More Wine and Look Good Doing It)

Let’s be honest: sending one-off email blasts to your entire list is so 2016. If you’re serious about growing your winery’s direct-to-consumer (DTC) business, you need to start thinking in automation flows - email sequences that operate quietly in the background while you harvest grapes, manage your tasting room, or enjoy a well-deserved nap in the barrel room.

These flows function as your behind-the-scenes sales team. They nurture relationships, send reminders, express gratitude, and win back customers—all without you lifting a finger after the initial setup. When executed properly, they not only sell wine but also build loyalty and enhance your brand's image, making it appear polished and professional.

Here are the five email automations every winery should implement (and if you’re missing a few, don’t worry, we won’t tell).

1. The Welcome Flow (a.k.a. First Impressions Matter)

When someone signs up for your email list, it’s essential not to leave them hanging! A welcome flow is your opportunity to roll out the red carpet and say, “Hey, here’s who we are and why we’re worth your attention.” This process involves more than just a single email; it should be a small, strategic series that gradually builds a connection over time. Time the emails so they are sent every 5-7 days after the previous one.

We recommend mapping out four key emails in this flow:

1. Welcome Offer – If you’re providing a first-time discount or free shipping, this is the perfect time to share it. Make it easy for them to redeem, and keep the tone warm and personal.

2. Who We Are / Our Values – Share your winery’s story, your winemaking philosophy, or what makes your place and people unique. This is where they start to form a connection.

3. Visit Invitation – If you have a tasting room, this is the ideal moment to invite them in. Frame it as an experience rather than a transaction.

4. Club Introduction – Conclude the series by highlighting the benefits of your wine club without going into a hard sell. Think of this as an invitation to be part of something special, rather than just a subscription.

Pro Tip: This email series sets the tone for your brand. Make it warm, polished, and distinctly your own. First impressions matter, especially in wine (and in life). Use tags to exclude people who are in the welcome flow from getting your other marketing emails. Use this time to build a relationship.

2. The Abandoned Cart flow (a.k.a. “Hey, You Forgot Your Wine!”)  

Someone added a bottle (or six) of wine to their cart and then disappeared. This is your automated reminder. They might have gotten distracted, needed to consult their partner, or they could just be playing hard to get.  

A well-crafted abandoned cart flow gently nudges them to remind them of what they left behind and why they were interested in it in the first place.

What to Include:

1. Friendly Reminder - “Your cart is still waiting!”

2. Highlight the Wine’s Unique Appeal - Is it an award-winner? Is it a limited vintage?

3. Create Urgency - Mention that there are “Only 12 bottles left!” or “This vintage won’t last long.”

4. Incentive - Consider offering a small, one-time-only discount or free shipping to encourage the purchase. Sometimes that’s all it takes to close the sale.

Pro Tip: These emails convert exceptionally well when they are personalized and feel like a helpful nudge rather than a sales pitch. A short sequence of 2–3 emails, spaced over 24–72 hours, works best.

3. The Post-Purchase flow (a.k.a. Keeping the Love Alive)

Congratulations, they made a purchase! Don’t just send a cold receipt and leave it at that. A well-designed post-purchase automation transforms a one-time transaction into a lasting relationship. It paves the way for repeat purchases, conversions to wine clubs, and positive reviews.

Even better, you can tailor this flow based on customers' purchase behavior. First-time buyers might receive a warm welcome and education about your wines, while loyal customers could get a heartfelt thank-you, exclusive perks, or early access to upcoming releases. This approach powerfully makes everyone feel like a VIP.

What to Include:

1. A warm, personal thank-you message.

2. Suggestions for pairing, winemaker notes, or serving tips.

3. A subtle upsell, such as, "Did you know this wine cellars beautifully?"

4. A gentle invitation to join a club or reorder in the final email of the series.

Pro Tip: Instead of just automating a receipt, focus on automating a connection. A smart post-purchase flow makes your customers feel seen, appreciated, and excited to return for more.

4. The Wine Club Onboarding Flow (a.k.a. Welcome to the Inner Circle)

Congratulations! They’ve joined your wine club—cue the confetti! Now it’s time to make them feel like VIPs.

A well-designed onboarding flow helps new members feel connected, informed, and excited about what’s ahead. It also minimizes confusion, buyer’s remorse, and unnecessary customer service inquiries.

Even better, you can leverage data to personalize the experience in fun and memorable ways. For example, if your tasting room staff notes that a guest has a dog named “Spike,” you can incorporate that detail into the onboarding email via conditional merge tags. Imagine an onboarding message that reads, “Tell Spike we’re sending good vibes from the vineyard!”.

What to include:

1. Personalized Welcome Message - Start off with a warm greeting to make members feel valued.

2. Overview of Club Benefits - Clearly outline the benefits of membership and explain how to access them.

3. Tips for Customizing Shipments - Provide guidance on how members can customize their shipments or manage their account effectively.

4. Teasers for Upcoming Releases - Share sneak peeks of future releases, events, or exclusive perks for members.

5. A Personal Touch - Include a note from the winemaker, updates from the vineyard, or a behind-the-scenes glimpse to create a connection.

Pro Tip: The more personal and thoughtful your communication feels, the more likely members are to stay engaged. You’re not just sending wine; you’re inviting them into your story.

5. The Win-Back Flow (a.k.a. “We Miss You... and We Have Wine”)

Let’s face it: some subscribers may drift away. People get busy, and inboxes become crowded. This doesn’t mean they’re gone for good; it simply means it's time to rekindle the connection.

A win-back flow provides one last opportunity to remind them why they loved you in the first place. Sometimes, all it takes is a great bottle of wine and a well-timed nudge to bring them back.

What to include:

1. A friendly email saying, “We miss you!” that feels personal without coming off as desperate.

2. Highlight a featured wine, a new release, or an upcoming event to rekindle interest.

3. Offer a small incentive, such as a promo code (for example, “WELCOMEBACK”) for a discount or free shipping.

4. Provide an option for recipients to adjust their preferences (like requesting less frequent emails or selecting different interests).

Pro Tip: These strategies are most effective when the tone is genuine, the timing is appropriate, and the offer feels exclusive but not pushy. Remember, you’re inviting them back, not begging.

In Conclusion

Think of these flows as your tireless, behind-the-scenes team—pouring the welcome glass, giving the friendly nudge, and making sure no one forgets just how good your wine (and your brand) really is. Once they’re set up, they work while you’re pruning vines, hosting tastings, or enjoying that well-earned barrel room nap. If you’re ready to make your emails as smooth and satisfying as your best vintage, let’s talk.