Write a welcome email series for a wine of the month club.
Wine Club Welcome Series
Campaign Goal:
Introduce new subscribers to the monthly wine club, build excitement about the curated wines, and drive first purchase conversions.
Target Audience:
New email subscribers who signed up to learn more about the wine club but haven't yet made a purchase. Likely wine enthusiasts and curious explorers looking to expand their palate.
Email Series Overview
Welcome to the Club
- Goal: Introduce the club, set expectations, start building a relationship
- Message: Welcome, overview of club benefits, what to expect in future emails
- CTA: Explore our featured wine regions
Discover Our Unique Curation Process
- Goal: Showcase the quality and expertise behind the club's wine selections
- Message: Insight into how we carefully select only the best small-batch wines
- CTA: Learn more about this month's featured winemaker
Taste the Difference
- Goal: Highlight the types of wines members can expect and their unique attributes
- Message: Spotlight a few example wines and what makes them special
- CTA: See all of our past featured wines
Elevate Your Experience
- Goal: Provide valuable tips to enhance enjoyment of the wines
- Message: Serving suggestions, food pairing ideas, tasting notes, storage tips
- CTA: Get more wine wisdom on our blog
Join the Club Today
- Goal: Drive first purchase with a special offer
- Message: Recap benefits, answer FAQs, incentivize with discount
- CTA: Get 20% off your first month with code NEWMEMBER
Timing & Frequency
- Email #1 immediately after signup
- Emails #2-4 spaced out every 3-4 days to stay top of mind without overwhelming
- Email #5 one week after #4, creating urgency around using the discount code
Content Ideas
- Member spotlights and testimonials
- Behind-the-scenes look at the wine selection process
- Recipes and entertaining tips
- Invitations to live virtual tastings
- Beautifully designed "wine fact" graphics
Writing Style
- Knowledgeable but approachable
- Passionate about wine and sharing that enthusiasm
- Focused on the experience and benefits, not just the products
- Authentic, personal and conversational
Best Practices
- Optimize email design for mobile
- Personalize subject lines and content where possible
- A/B test subject lines, CTAs, and content
- Segment subscribers based on engagement and preferences
- Set up a sunset flow for non-engagers
Let me know if you would like me to draft the copy for any of the individual emails in this series! I'm happy to bring this campaign to life.
