Email Segmentation for Wine Farms: The Secret to Boosting Your Online Wine Sales

Ever heard of Naked Wines’ “Wine Rewind”? Every year, Naked Wines sends each subscriber a personalized “year in wine” recap highlighting how many bottles they bought, their favorite varietals, and more. It’s like Spotify Wrapped for wine lovers, and it gets customers buzzing. This campaign is a brilliant example of how slicing your audience into targeted segments can boost engagement and sales. After all, if you offer each customer content or deals tailored to their interests, say, an invite to a local vineyard dinner for a nearby patron, or a special on their favorite wine style, they’re far more likely to make a purchase, right?

Segmenting your email audience helps you deliver the right offers to the right people, much like tending different vines for the best harvest. Segmentation might sound high-tech or complicated, but the good news is any winery (big or small) can do it using data you already have about your customers. In fact, one boutique wine retailer improved its email conversion rate by 30% just by personalizing campaigns to specific customer segments based on behavior and preferences. And it’s not just a one-off case, generally, segmented email campaigns see 30–50% higher open rates, and personalized emails drive 6× more transactions on average than generic blasts. Not too shabby for a bit of extra strategy! By targeting the right people with the right message, you’ll also reduce spam complaints and even improve email deliverability over time.

Why Segment Your Winery’s Email List?

Before we jump into how to segment, let’s quickly toast to why it’s worth the effort. Here are some big benefits of email segmentation for wine farms:

• Better engagement: People pay attention to emails that speak to them. Sending a reserve Pinot Noir offer only to subscribers who love Pinot, or inviting only your local followers to this weekend’s harvest festival, will get a much better reaction than a generic one-size-fits-all email. (In practice, segmented campaigns often see significantly higher open and click rates than non-segmented ones.)

• Higher conversion rates: When subscribers receive content that truly matters to them, they’re more likely to take action. For instance, imagine a “Thanksgiving wine bundle” promo sent just to customers who bought holiday gift packs last year it will likely yield more purchases than blasting the offer to everyone. Focused targeting means more of your recipients become buyers.

• Improved deliverability: Sending relevant content to smaller targeted groups can reduce the chance of people marking your emails as spam. If recipients consistently find your emails useful, more of those emails will land in their inbox instead of the junk folder. In short, good segmentation helps your messages actually reach people.

• Happier, loyal customers: When your subscribers feel like “Wow, this winery really gets me!”, they’ll stick around. A wine lover who keeps getting recommendations in their preferred style or price range will appreciate your emails and stay subscribed. Over time, this fosters loyalty, those customers will keep buying and might even become brand ambassadors who rave about your winery.

• Better ROI: By making each email more effective, you get more bang for your marketing buck. Segmentation can dramatically increase the revenue per email sent without increasing your send volume. One study found 77% of email marketing ROI came from segmented and targeted campaigns. So, a little extra effort in planning segments can lead to a big payoff in sales!
  

Convinced yet? Now, let’s dive into some practical ways you can segment your email list. Below are five actionable segmentation strategies tailored to wineries, along with examples of how each can boost your email performance.

5 Email Segmentation Strategies for Wine Farms

Think of your audience as a big wine pie, each slice (segment) represents customers with common traits. By targeting each slice with a relevant message, you’ll pour far more engagement (and sales) than a generic blast to everyone. There are dozens of ways to slice and dice your subscriber list, but you don’t have to use all of them at once. To get started, here are five effective segmentation strategies that any wine farm with an online store can use:

1. Segment by Demographics (Location, Age, etc.)

One of the simplest places to start is with basic demographics. In the wine world, location is especially key. Is the subscriber local to your tasting room, or an out-of-state online customer? This info alone lets you drastically customise your messaging. For example, if your winery is in California, you might send weekend tasting room event invites or “pick-up only” limited release offers only to West Coast subscribers, while East Coast folks get emails focused on online ordering, shipping deals, or news that you’ll be pouring at an upcoming wine festival in their area. The content feels more personal because it is, it accounts for where each customer lives and what access they have to your products.

Don’t forget other demographics like age or generation. Younger millennial wine drinkers might respond to a different tone or even different product offerings than, say, retirees. For instance, a fun “Wine 101” educational series might engage newer, younger wine enthusiasts, while older subscribers might appreciate emails about library vintages or exclusive wine club dinners. The core idea: tailor emails based on who the person is, at least in broad strokes. A local 25-year-old first-time buyer and a 60-year-old out-of-state wine club member probably shouldn’t get the exact same content. Demographic segmentation ensures each group feels like your emails are speaking directly to them.

2. Segment by Tasting Preferences (Survey or Quiz Responses)

How do you figure out each subscriber’s personal wine tastes? Sometimes, you gotta ask! Many wineries already do this in person (think about when a tasting room host asks “Do you prefer reds or whites?”). You can replicate that online through your email signup process or follow-up emails. Consider sending a quick preferences survey or fun quiz to new subscribers. For example, when someone joins your mailing list or club, include a short questionnaire: “Which wines do you enjoy most? (Select all that apply: Bold reds, Light reds, Dry whites, Sweet whites, Rosé, Sparkling, Dessert wines, etc.)” or “How did you hear about us? (Visited the winery, Online store, Wine club member, Referral, etc.)”. Their answers immediately tell you which segment to put them in e.g. “sparkling lovers” vs. “dry red enthusiasts,” or “tasting room visitor” vs. “online-only customer”.

It’s easier than you might think to set this up. Most email platforms (Mailchimp, Klaviyo, etc.) allow custom fields or survey integrations. You could embed a simple preference form in an email or use a sign-up popup on your site. Quizzes are another fun option, for instance, a “What’s Your Wine Personality?” quiz on your website or email can both engage people and gather valuable data. One clever winery email campaign included a short quiz that sorted subscribers into playful persona buckets like “Cabernet Bookworm” vs. “Social Sipper” based on their answers (Friday night plans: open a Cab and read vs. go out for cocktails, etc.). Based on the quiz results, the winery could send a tailored follow-up: the “Cabernet Bookworm” gets content about complex reds to enjoy with a good book, while the “Social Sipper” gets invites to lively weekend events. The bottom line: when you learn what each customer likes (or who they are), you can send emails that feel hand-picked for them.

And yes – people do respond when it’s done right. For example, if a bunch of subscribers indicate they love sparkling wine, why not send them a bubbly-focused newsletter and a special offer when your next Brut Rosé is released? They’ll be excited that you remembered their preference. Meanwhile, those who said “I only drink big reds” won’t get that sparkling email, they might get a hearty Malbec or Cabernet offer instead. By segmenting based on taste, you ensure each group gets news about the wines they’re actually interested in. It’s like pouring everyone their favorite varietal, they’re much more likely to drink it up!

3. Segment by Engagement (Hot vs. Cold Subscribers)

Not everyone on your email list interacts with your emails the same way. Some folks open every single email you send and click through to your site regularly these are your super-engaged fans. Others haven’t opened an email from you in months, these might be on the verge of drifting away. It makes sense to communicate differently to these two groups. This is where engagement-based segmentation comes in.

Some subscribers eagerly read every email (maybe with a glass of wine in hand), while others go quiet and each group needs a different touch. Most email marketing tools track open and click-through rates for each subscriber, so you can define segments like: “Engaged Enthusiasts” (opened >75% of emails, frequently clicks links) versus “🥱 Inactives” (hasn’t opened anything in 90+ days), with a middle group in between. For your Engaged Enthusiasts, reward their interest! Send them VIP previews, “insider” content, or early access to new releases, they’ll love it. They’re already warm, so stoking that fire with special treatment can turn them into evangelists.

For the Inactives, you’ll want a different approach. First, try to win them back: for example, send a “We Miss You Here’s 10% Off Your Next Order” email or a note asking if they want to update their preferences. Sometimes a little nudge or a sweet deal can re-engage a dormant subscriber. If they still don’t respond, it might be wise to scale back emailing them (or eventually remove them from your list) to keep your deliverability strong. The key is not to keep sending the same frequency and content to someone who hasn’t shown interest in a long time. By segmenting based on engagement level, you can energize your die-hard fans and reawaken (or respectfully sunset) the sleepy ones. This keeps your email list healthy and your metrics high sending tons of emails to people who never open them doesn’t help anyone.

4. Segment by Purchase History

“Show me what you bought, and I’ll know what you want.” This old marketing saying holds especially true for wineries. Segmenting by purchase history is a powerful strategy for any ecommerce, including wine farms selling direct-to-consumer. By looking at what each customer has bought before, the types of wines, their average spend, how often they order you can create segments that get highly tailored recommendations and offers.

Start with the obvious patterns. If a customer only ever buys Pinot Noir from you, sending them emails touting your new Pinot releases or Pinot-centric bundles is a no-brainer. Meanwhile, someone who frequently orders sparkling wines might be a great candidate for your “Summer Bubbly Celebration” mixed case or an invitation to a virtual tasting event featuring your sparkling lineup. Even simpler: if a customer always buys red wines and never white, you can spare them the Chardonnay sale email (they’ll appreciate not being spammed with something they don’t want). On the flip side, if you have a group of customers who only buy during big sales or holidays, you might segment them to receive your major promotional offers, while your consistent high-spenders might get more exclusive, prestige offers year-round.

Taking it a step further, consider RFM segmentation (Recency, Frequency, Monetary value) a fancy term but a useful way to slice your customer list by shopping behavior. For example, you could target: (a) Recent Big Spenders, someone who dropped $500 on wine last month (send them a thank-you and a “sneak peek” of an upcoming release as a loyalty perk), (b) Frequent Buyers, those who order monthly or are in your wine club (they might love a subscriber-only special or referral program email), and (c) Lapsed Customers,haven’t bought in over a year (send a warm “come back” offer or highlight what’s new since their last purchase). The idea is to treat different purchasing behaviors differently. You’ll sell more wine by emailing a past Cabernet buyer about Cabernet offers, a high-spender about your limited reserve wines, and a lapsed customer with an incentive to return. It feels personal to them and it directly boosts your sales.

One more pro tip: Abandoned Cart segments. If you have an online store, definitely email those who put bottles in their cart but didn’t check out. A gentle “Oops, did you forget something?” email with a picture of the wines left behind and maybe free shipping can convert a lost sale into a done deal. Cart abandonment emails are a staple of ecommerce for a reason they work! Don’t treat those would-be customers the same as everyone else; they’re this close to buying, so a targeted nudge can make all the difference.

5. Segment by Personal Interests & Behaviors

Beyond the basics of who someone is or what they’ve bought, you can get creative and segment by more nuanced personal interests or behaviors. Think about the different personas and lifestyles of your customers. Are some of your subscribers big foodies? A segment of “Food & Wine Pairing Fans” would love emails with seasonal recipes and pairing suggestions (featuring your wines, of course). Others might be travel or experience enthusiasts, they’ll click on that email about planning a weekend getaway to your vineyard or a behind-the-scenes look at harvest season. Some might be serious wine geeks who geek out on fermentation science and tasting notes; they’d appreciate more in-depth educational content. By contrast, casual wine drinkers might prefer light, visual content or quick “wine hack” tips.

Noticing different tastes? Use that knowledge! For example, you might have “Taste Profile” segments: one group loves big, bold reds (Cabernet, Syrah), another prefers light, aromatic wines (Pinot Noir, Riesling). If you know who’s who, say, from that quiz or from their purchase history, you can send the bold red lovers your “Big & Bold Reds mixed case” offer, and send the aromatic fans a “Spring Fling Whites and Rosé” email. Each group gets the wine styles they enjoy most, rather than a generic “we have something for everyone” email. The result? They pay attention, because it resonates with their palate.

Consider segmenting by occasion or usage as well. Why do they buy wine? Some folks are collectors, stashing away bottles for aging. Others are entertainers who stock up for parties and holidays, and others are weeknight wine sippers. These behaviors often show up in when and how much they buy. For instance, customers who always order in late November might be your holiday buyers, in December, email them with “Last-minute holiday gift bundles” or New Year’s sparkling deals. Those who buy 1-2 bottles every few weeks might appreciate a “Tuesday Pizza Night Pairings, Easy Wines for Weeknights” email, focusing on affordable, ready-to-drink bottles. Matching the message to why someone buys can really hit home.

You can even segment by engagement style or content preferences. Some people love reading long-form wine education articles or watching vineyard videos; others just want the deals and quick hits. If you notice a subset of subscribers always clicks on your blog posts or wine education content (but not on “Buy Now” buttons), consider a segment like “Education Enthusiasts” and send them value-rich content (e.g. an email series like “Winemaking 101” or invites to webinars). Meanwhile, those who only ever click your sales announcements clearly just want to know about new releases and discounts so send them the straight-to-the-point promotional emails. Aligning with how they prefer to engage makes each email feel more welcome.

Finally, remember you can ask about interests directly, too. Many wineries use a “preferences center” where subscribers can check boxes for what they’re interested in (e.g. Red wines, White wines, Food pairings, Winery events, Wine education, Visiting the vineyard, etc.). If someone tells you they care a lot about sustainability, for example, put them in a segment that gets content highlighting your organic farming or solar-powered winery initiatives, they’ll connect with your brand values. The possibilities are endless here, but the principle is simple: think about what makes your customers tick (their tastes, their lifestyle, their values), and segment accordingly. The more relevant your emails are to each person, the more they’ll love hearing from you.

By now, you’re probably brimming with ideas on how to slice up your own email list and you don’t need to tackle all of these at once. Start with one or two segmentation strategies that make the most sense for your winery and grow from there. Even a small effort (like segmenting locals vs. out-of-towners, or club members vs. general subscribers) can lead to noticeable improvements in engagement and sales. The days of “batch-and-blast” emails are over; customers expect personalization, and as we’ve seen, it pays off to deliver it.

Ready to raise a glass to better email results?

Start segmenting your list and watch your open rates, clicks, and orders climb. And if you ever need a hand crafting segmented campaigns or making sense of your customer data, don’t hesitate to reach out for help. We’re here to help you make sure your message hits the right inbox at the right time, so you can focus on making amazing wine, while your targeted emails do the selling. Cheers to your email marketing success!