The number one reason Wine Club members discontinue is because they become disengaged. They forget how fun it can be to be part of a wine club!
The good news is, there are some surefire ways to keep people interested, engaged, and excited to receive their wine every month. And like I’ve written about before, your Wine Club members will ultimately be the best customers you could ever wish for, so you have to take care of them!
Pick Up the Phone
I’m always telling my team members to pick up the phone and call their Wine Club members, but it’s still one of the most difficult things to do. Yeah, it’s scary picking up the phone! I even feel scared sometimes!
But you gotta do it because when you do, they’ll feel more connected with you, with your WineShop business, and they’ll be excited to get their wine of the month.
In theory, you should touch base with your members once a month. Some fun things to talk about are…
• Catching up with their lives (if you have that kind of relationship)…
• Asking if they enjoyed last month’s wines…
• Asking if they’d like to upgrade or change their Wine Club…
• Checking in to see if they need any special wines…
• Giving them some serving suggestions or recipe pairings…
• Asking if they need delivery dates changed in case of travel…
• Suggesting your new favorite wines.
It Doesn’t Always Have to be a Call
Yes – you read that correctly! It is important to call every now and then, but you don’t have to call every single month. Just before the holidays I sent a text message out to my Wine Club members wishing them a cheerful season and asking if anyone needed me to be their wine elf, and I ended up selling a couple cases just because of that text!
Sometimes email can be effective, as well. I’ll send an email out letting them know that I’m taking care of their Wine Club and that they’re on my mind. People want to feel like their business matters!
One of the most powerful things you can do is get in touch with your own excitement about Wine Club and share that with your members. Help them feel excited about it, because it is pretty cool that they get to try new wine every month! And how fun is it to get a package in the mail on a monthly basis? It’s thrilling!
Remember the fun, and remember that your members joined Wine Club for a reason. They want to hear from you, they like the wine, and they love the personal touch that only you have to offer.
Got any more ideas for keeping your Wine Club members engaged? Hop over to my Facebook group to join the conversation!