Welcome Email Series Planner

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

1. 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

2. 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

3. 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

4. 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

5. 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.