Re-engagement Sequence for Breweries Email Guide
Why Re-engagement Sequence Emails Fail for Breweries (And How to Fix Them)
Your brewery's loyal customer list isn't quite as active as it once was. Many breweries find a portion of their initial enthusiasts gradually drift away, their once-frequent visits becoming a distant memory.
This isn't a sign they've stopped loving your beer; it often means they simply need a gentle nudge, a fresh invitation, or a reminder of the unique experience you offer. A well-crafted re-engagement sequence brings those valuable patrons back into your taproom, reminding them of the community, the craft, and the unforgettable flavors they've been missing.
It's about rekindling that original spark, transforming silent subscribers into vocal advocates and returning customers. The templates below are designed to do just that.
They're structured to acknowledge the silence, remind them of your value, and offer a clear path back to your brewery.
The Complete 4-Email Re-engagement Sequence for Breweries
As a brewery, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Miss You
Acknowledge the silence and show you care
Hi [First Name],
It feels like a little while since we last connected, and we wanted to reach out. We've been busy brewing up some exciting new batches and hosting a few memorable events here at the taproom.
Every time we pour a pint, we often think of the community that makes our brewery so special, and you're a big part of that. Is everything alright?
We're just checking in, hoping you're doing well. We genuinely value your presence and your passion for craft beer.
If there's anything specific you'd love to see from us, or simply want to say hello, we're always here.
Best, [YOUR NAME]
This email uses the 'foot-in-the-door' technique by starting with a low-stakes, caring check-in. It subtly reminds them of the brewery's activity without a hard sell, creating an emotional connection and making the reader feel valued, not just like another number on a list.
The Value Reminder
Remind them why they subscribed
Hi [First Name],
Do you remember that first sip of a truly exceptional brew? That moment you discovered a new favorite, or the camaraderie shared over a flight with friends?
That's the experience we strive to create every single day at [BREWERY NAME]. From our meticulously crafted [SPECIFIC BEER STYLE, e.g., IPA] to our cozy taproom atmosphere, we're dedicated to bringing you unique flavors and memorable moments.
Perhaps you joined us for a [PREVIOUS EVENT TYPE, e.g., trivia night] or fell in love with our [POPULAR BEER NAME]. We're still here, still brewing with the same passion, and always looking for new ways to delight your palate.
Come by and rediscover your next favorite pour. We'd love to welcome you back.
Best, [YOUR NAME]
This email employs nostalgic framing, activating positive memories associated with the brewery. By recalling past positive experiences and specific offerings, it triggers an emotional desire to re-experience those feelings, reminding them of the intrinsic value and unique identity of the brewery.
The Survey
Ask what they actually want from you
Hi [First Name],
We've noticed you haven't visited us in a little while, and we're curious. What could we do to make your next experience at [BREWERY NAME] even better?
Is there a particular beer style you'd love to see us brew, an event you'd enjoy, or a specific atmosphere you seek? Your feedback is incredibly important to us.
It helps shape our brewing schedule, our events, and how we can best serve our community of craft beer enthusiasts. Could you spare a moment to share your thoughts in this very short survey?
It takes less than a minute. [CTA: Share your feedback here →]
Best, [YOUR NAME]
This email uses the principle of reciprocity and perceived value. By asking for feedback, the brewery shows it values the customer's opinion, making them feel heard and important. This engagement can uncover specific pain points or desires, providing practical data while also re-establishing a connection.
The Breakup
Give a final chance before removing them
Hi [First Name],
This is our final message to you. We understand that inboxes get crowded and priorities shift.
If our updates about new brews, events, and taproom happenings are no longer relevant to you, we completely understand. We've loved having you as part of the [BREWERY NAME] community.
However, if we don't hear from you or see you engage with our content, we'll assume you'd prefer to part ways. If you'd like to continue receiving our emails and stay in the loop, simply click the button below.
Otherwise, we'll remove you from our list in [X days, e.g., 7 days]. [CTA: Keep me updated! →] We hope to see you back soon.
Best, [YOUR NAME]
This email uses the scarcity principle and loss aversion. By stating it's the 'final message' and giving a deadline, it creates a sense of urgency. The potential loss of future updates often prompts recipients to take action, effectively segmenting truly disengaged subscribers from those who just needed a strong prompt.
4 Re-engagement Sequence Mistakes Breweries Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming a quiet customer is a lost customer. | Proactively reach out with a genuine 'miss you' message to re-establish connection. |
✕ Only sending promotional emails without reminding customers of the core experience. | Craft messages that evoke nostalgia and highlight the unique atmosphere and quality of your brews. |
✕ Guessing why customers have disengaged instead of asking directly. | Implement short, focused surveys to gather feedback and understand evolving preferences. |
✕ Indefinitely keeping disengaged subscribers on your list, impacting deliverability. | Regularly prune your list with a clear 'breakup' sequence, ensuring your messages reach engaged audiences. |
Re-engagement Sequence Timing Guide for Breweries
When you send matters as much as what you send.
The Miss You
Acknowledge the silence and show you care
The Value Reminder
Remind them why they subscribed
The Survey
Ask what they actually want from you
The Breakup
Give a final chance before removing them
Use after 30-90 days of no opens or clicks.
Customize Re-engagement Sequence for Your Brewery Specialty
Adapt these templates for your specific industry.
New Breweries
- Focus re-engagement on local events and tasting room experiences to build a strong community base.
- Remind customers of your origin story and the passion behind your initial brews.
- Offer a simple incentive for their return, like a small discount on their first re-visit.
Growing Breweries
- Highlight new distribution points or expanded taproom hours to make returning easier.
- Showcase how customer feedback has influenced new beer releases or taproom improvements.
- Emphasize your growth journey and invite them to be a part of the next chapter.
Established Breweries
- Re-engage by reminding customers of your legacy beers and the consistency of your quality.
- Introduce limited-edition or seasonal releases as a fresh reason to revisit.
- Host exclusive 'alumni' events or special tasting sessions for long-time patrons.
Craft Beer Innovators
- Focus re-engagement on upcoming experimental brews, unique ingredients, or collaborative projects.
- Invite feedback on new concepts or styles you're exploring to involve them in the creative process.
- Promote educational content about brewing techniques or the science behind your unique beers.
Ready to Save Hours?
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