“Treat Yourself: Join Our Wine Club and Receive Special Gifts”

“Indulge in Fine Wines: Join Our Exclusive Club”

“Limited Time Offer: Join Our Wine Club for Special Perks”


Capturing the attention of potential customers is crucial, especially when it comes to enticing them to join your winery’s membership club.

One of the most effective tools in your digital marketing arsenal is email, but to make an impact, you need subject lines that stand out in crowded inboxes.

The following are best practices for creating compelling email subject lines that will drive engagement and help encourage wine enthusiasts to become loyal members of your wine club.


  1. Personalization is Key.

Address recipients by name whenever possible to create a sense of personal connection. Tailor subject lines based on recipients’ preferences, past purchases, or interactions with your winery.

  1. Create a Sense of Urgency.

Use language that instills a sense of urgency or exclusivity, such as “Limited Time Offer” or “Exclusive Invitation.” Promote limited availability wines or special offers to encourage immediate action.

  1. Offer Value and Benefits.

Clearly communicate the benefits of joining your wine club in the subject line, such as access to exclusive wines, discounts, or VIP events. Emphasize the value proposition, like “Unlock VIP Perks: Join Our Wine Club Today!”

  1. Invoke Curiosity and Intrigue.

Use curiosity-inducing language to pique recipients’ interest and compel them to open the email. For example, “Discover Something Special Inside” or “You’re Invited to a Unique Tasting Experience.”

  1. Use Numbers and Statistics.

Incorporate numbers or statistics to make subject lines more compelling and specific. For example, “Save 20% on Your First Wine Club Shipment” or “Limited Release: Only 100 Cases Available!”

  1. Emphasize Exclusivity.

Highlight the exclusive nature of your wine club and make recipients feel like part of an elite community. For example, “Join Our Inner Circle: Exclusive Benefits Await” or “Reserved for Connoisseurs: Your Invitation to Join.”

  1. Invoke Emotion.

Appeal to recipients’ emotions by using evocative language that taps into their passion for wine and experiences. For example, “Indulge in Luxury: Join Our Wine Club Today” or “Savor Every Sip: Your Membership Awaits.”

  1. Keep it Short and Sweet.

Keep subject lines concise and to the point to ensure they’re easily readable, especially for those reading your emails on mobile devices. A browser will typically display around 60 characters, while a mobile phone will show 25-30.

  1. Don’t Overlook Preheader Text.

While it’s not a part of the subject line, preheader text is the preview text that appears next to or below the subject line. Keep it concise, ideally 40-70 characters, and reinforce and expand upon the subject line. Preheader text is the perfect opportunity to further compel recipients to open your email.

  1. Finally, Test and Iterate.

A/B test different subject lines (and preheader text) to see which ones resonate best with your audience. Monitor open rates and engagement metrics to refine your approach over time based on what works best.


Crafting compelling email subject lines is a critical aspect of driving engagement and attracting new members to your winery’s membership club. By incorporating personalization, urgency, value, curiosity, and emotion into your subject lines, you can capture the attention of recipients and entice them to open your emails.

Experiment with different strategies and continually refine your approach to optimize your email marketing efforts and grow your wine club membership.

Cheers to uncorking success through winning email subject lines!

By: Alan Kraft