Why Collecting Email Addresses at the Tasting Room is a Game-Changer for Your Winery
For wineries, the tasting room isn’t just a space to pour wine—it’s where customer relationships begin. Collecting email addresses is a vital first step in converting casual visitors into loyal club members and repeat buyers. Yet, many wineries treat this step as an afterthought, leaving significant revenue on the table.
The numbers don’t lie: wineries with high email capture rates consistently see higher online sales and club memberships. By making email collection a strategic priority, you can unlock untapped potential for your winery. In this blog, we’ll explore why email capture matters and provide actionable strategies—complete with scripts—to ensure your tasting room becomes a hub for customer engagement.
The Case for Collecting Emails: The Numbers Don’t Lie
Remarketing is essential to growing your sales, and collecting email addresses is where it all begins. Here’s why this simple step matters:
Path to Club Membership: On average, a customer makes 4.5 orders before committing to a club membership. Without their email, you can’t guide them through that journey.
Boosted Online Sales: High email capture rates drive online sales:
Top 10 Wineries (70% email capture rate): For every dollar sold in the tasting room, 78 cents were sold online.
Bottom 10 Wineries (5% email capture rate): Only 18 cents were sold online for every dollar sold in the tasting room.
Better Conversion Odds: Capturing a visitor's email increases their chances of:
Making a future online order: 24%.
Joining the wine club: 14%.
Despite these compelling benefits, the average email capture rate in tasting rooms is 30%, meaning 70% of orders are processed as "Guest Customers," leaving revenue potential untapped.
Enticing Customers: Make Email Collection Irresistible
Customers are more likely to share their email if there’s an immediate benefit. By offering enticing incentives, you can make email collection a natural part of their tasting room experience.
1. Offer Discounts
Providing discounts for first-time customers is a simple yet effective strategy:
$20 Off: Offer $20 off their first purchase when they provide their email.
Script Example: “Can I get your email address? As a first-time customer, you’ll receive $20 off your order today.”
5% Discount: For customers with smaller purchases, offer a 5% discount for sharing their email.
Script Example: “We’d love to send you updates on exclusive offers and events. Can we get your email address? You’ll get 5% off today’s order just for signing up!”
2. Promote Email Receipts
Many customers prefer email receipts over paper ones—it’s eco-friendly and convenient.
Script Example: “Would you like your receipt emailed to you? It’s easier to keep track of, better for the environment, and we’ll keep you updated on exclusive releases and offers.”
3. Introduce Loyalty Points
Loyalty programs are a fantastic way to encourage repeat purchases and account creation. Customers can earn points for every dollar spent, redeemable for future rewards.
Script Example: “We have a loyalty program where your first order earns points you can redeem for discounts on future purchases. Can I sign you up today to start earning?”
Highlight the benefits: “With every purchase, you’ll earn points that add up quickly. It’s free to join and a great way to get rewarded for enjoying your favorite wines.”
4. Create Raffle Opportunities
Raffle prizes are a fun way to engage customers and capture emails.
Offer a high-value prize, like a six-bottle case of wine.
Use tools like:
An iPad with a signup form.
A business card drop box.
A staff member walking around with an iPad, encouraging guests to enter.
Script Example: “We’re giving away a free six-bottle case of wine! Just enter your email here for a chance to win.”
Train Your Team: Equip Staff for Success
Your tasting room staff are the key to collecting email addresses. Proper training and clear scripts can help them seamlessly integrate this step into every interaction.
Why Training Matters
It’s essential to explain to your team why email collection is a priority. Help them understand it’s not just about hitting targets—it’s about building long-term relationships with customers and growing the winery’s success.
Give your staff specific scripts to use in common situations:
At Checkout:
“Can I get your email address? As a first-time customer, you’ll receive $20 off today’s order.”
“Would you like your receipt emailed to you? It’s better for the environment and keeps you updated on exclusive offers.”
“By signing up with your email, you’ll start earning loyalty points on all purchases. It’s free, and rewards add up quickly!”
During Tastings:
Tastings often involve groups, which presents a unique opportunity to collect multiple emails:
“We’re offering $5 off today’s tasting for each person who signs up for our mailing list. Just provide your email, and we’ll apply the discount to your tasting.”
“We’d love to keep in touch about upcoming events and special offers. Can we get your email address? Signing up also enters you into our raffle for a six-bottle case!”
Measure Progress and Set Goals
To ensure success, it’s important to track your progress and set measurable targets:
1. Analyze POS Data
Use your POS system to calculate the percentage of orders processed with email addresses versus those as Guest Customers. Share this data with your team and use it as a motivator to improve.
2. Run Customer Queries
In Commerce7, create a Customer Query using the “Created At” date condition to track how many new contacts you’ve added over time. Compare these numbers to previous years and set realistic growth targets.
3. Incentivize Staff
Motivating your team is essential to making email collection a consistent practice. Offer rewards to keep them engaged:
Bonuses for tasting room manager when email capture targets are met.
Team-wide celebrations, such as a party or free wine bottles, for achieving group goals.
Recognition during team meetings to celebrate wins and encourage continuous improvement.
Why Email Collection Is More Than a Task
Collecting email addresses isn’t just about increasing numbers—it’s about creating opportunities to build relationships and drive future engagement. With the right strategy, training, and incentives, your tasting room can become the starting point for long-term customer loyalty.
By enticing customers with meaningful rewards, equipping your team with scripts, and tracking your progress, you can transform email collection from an afterthought into a cornerstone of your winery’s success. Start today, and watch your customer base—and your sales—grow. Cheers to building connections, one email at a time!
