Every winery experiences customer churn. Whether it’s a wine club member who canceled their subscription, a tasting room visitor who hasn’t returned, or an online shopper who stopped placing orders, lapsed customers represent missed revenue opportunities. The good news? With the right strategy, you can bring lapsed customers back, rebuild their loyalty, and increase sales.
Here’s how your winery can successfully reengage past customers and turn them into active buyers again.
- Identify and Segment Your Lapsed Customers
Not all lapsed customers are the same. Some may have only made a single purchase, while others were loyal buyers before they disengaged. Start by analyzing your customer data to create segments based on last purchase date, purchase behavior, and engagement history. By segmenting your lapsed customers, you can tailor your reactivation efforts to meet their specific needs.
- Use Personalized Email Campaigns
Email marketing is one of the most effective ways to win back past customers. However, a generic email blast won’t cut it. Instead, craft personalized messages that acknowledge their history with your winery and provide compelling reasons to return.
Email Strategies to Consider:
- The “We Miss You” Email – A warm, personal note reminding them of their last visit or purchase, paired with an exclusive offer.
- Special Discounts or Free Shipping – A limited-time incentive to encourage them to place an order.
- Product Recommendations – Showcase new wines similar to their previous favorites.
- Winery Updates – Announce new releases, events, or changes that might interest them.
A well-timed email series, rather than a one-time message, can maximize your chances of success.
- Leverage SMS and Direct Mail
If you have phone numbers on file (with permission), consider sending a text message with a personalized offer or event invitation. Direct mail can also make a significant impact. Receiving a tangible message from your winery can rekindle positive memories and encourage reengagement.
- Offer a Win-Back Incentive
A strategic discount or perk can be the nudge a lapsed customer needs to return. Options include a percentage-off discount, a gift with purchase, free shipping, and loyalty rewards. Make sure your offer has a deadline to create urgency.
- Reengage Through Social Media
Use engaging content to draw lapsed customers back in. Post about new wine releases and exclusive events, behind-the-scenes winery experiences, and customer testimonials and success stories.
Additionally, ads on Facebook and Instagram can help remind past customers of your offerings. Show them ads featuring products they previously purchased or new releases tailored to their tastes.
- Host a Special Event for Lapsed Customers
In-person or virtual events are powerful reactivation tools. Consider inviting lapsed customers to exclusive tasting events, virtual wine and food pairing experiences, a VIP club member appreciation night, or a behind-the-scenes tour with the winemaker.
Events help rekindle the emotional connection customers have with your winery and provide a direct opportunity for reengagement.
- Gather Feedback and Address Concerns
Understanding why customers lapsed in the first place is key to preventing future churn. Send a brief survey asking why they stopped purchasing, what they’d like to see improved, and what types of wines or experiences they’re interested in.
Some customers may have disengaged due to pricing, shipping costs, or customer service issues – insights that can help you refine your strategy.
- Strengthen Your Customer Retention Plan
Reactivating lapsed customers is only part of the equation. To keep them engaged long-term, consider:
- Enhancing your loyalty program with better rewards
- Improving your wine club offerings to increase flexibility
- Providing more personalized recommendations based on purchase history
- Creating ongoing engagement campaigns (e.g., birthday offers, anniversary emails, and seasonal promotions)
By maintaining a strong retention strategy, you’ll minimize future customer churn and keep your customer base thriving.
Final Thoughts
Lapsed customers are a goldmine of untapped revenue for your winery. By segmenting your audience, personalizing outreach, offering strategic incentives, and creating engaging experiences, you can successfully win them back. With a thoughtful reactivation strategy, you’ll not only increase sales but also build lasting relationships that keep customers coming back for more.