5-Minute Friday | Update Your Welcome Email (or Create One)

Because nothing says “we’re glad you’re here” like… actually saying it.

Welcome to your very first 5-Minute Friday!

We are kicking this series off with one of the highest-impact, lowest-effort things you can do for your winery’s marketing:

Update your automated welcome email. Or, if you don’t have one yet… create one.

This could be you after you update your welcome email. ©Heather Daenitz of Craft & Cluster for Visit the Santa Ynez Valley

Why this matters

Your welcome email is statistically the most opened email you will ever send and it’s when your leads are the hottest (they are literally just waiting for you to ask them to buy something so they can hurl their credit card at you).

A good winery welcome email says, “Hey, thanks for being here! Here’s who we are, what you can expect from us, and what we would like you to do next!”

What to do (in five minutes…-ish)

1. Find your automated “Welcome” or “Signup Thank You” flow in your CRM Platform (Klaviyo, Mailchimp, Wine Direct, Commerce 7)
   If you don’t have one, create an automation triggered when someone joins your mailing list.

2. Check for three things:

   • Is it branded to your winery with updated logos, imagery, and voice?

   • Does it tell people what they can expect from you? (How often they’ll hear from you, what kind of content they’ll get from you, etc)

   • Does it offer a next step? (see below)

3. Add one clear call to action. Things like:

   • Book a tasting

   • Shop your newest release

   • Become a Member

Take it to the next level with a Three-Email Welcome Sequence (The Easy Version)

If you’re happy with your welcome email or have a little extra time on your hands, you can take this concept a step further by creating a three-email welcome sequence, like these: