‘Tis the season for selling more wine! Your club members are an invaluable source of revenue for your winery, and can be the secret sauce to growing your DTC sales. Customers who belong to wine clubs spend three times more on average than non-club customers, and even when you exclude their club purchases, wine club members spend roughly equal what non-club members spend.
That’s a lot of change in your pocket. But attracting new wine club members isn’t always easy, and without new members you can’t expand your club.
Gifted Club Memberships allow your loyal customers to share what they love most -- your wine -- with their friends and families. With Christmas and Hanukkah just around the corner, now is a perfect time to encourage members to spread the holiday cheer with a Gifted Club Membership.
One tried and true marketing tactic we love to see is the very simple, yet very meaningful holiday card.
Direct mail is far from dead: sending personalized holiday cards to your club members can be a great way to nurture your relationship with them and let them know that you appreciate their business. You can make a holiday card that much more special by also including a little something extra like a club member-only promotion.
USPS has found that over 60% of direct mail recipients are influenced to visit a promoted website. You can use the same opportunity to explain to club members that Gift Club Memberships are a great (and let’s face it, dead simple) present to buy for their friends and family this Christmas. With wine and beer clubs topping the list as the most popular subscription service gifts in 2016, this is a growing trend to take advantage of.
You can also turn Gift Club Memberships into their own campaign entirely, promoting them across email and social media channels as well to spread the word and reach as many potential new club members as possible.
By the end of the season you’ll have new club members to delight, and when it comes time to renew their membership next year their decision will be an easy one.