Win-back Sequence for Breweries Email Guide
Why Win-back Sequence Emails Fail for Breweries (And How to Fix Them)
Your taproom was buzzing last season, but lately, some familiar faces have been missing from the crowd. Many breweries pour immense effort into attracting new customers, often overlooking the patrons who once loved their craft. A well-crafted win-back sequence isn't just about sending an email; it's about reigniting a connection, reminding them of the unique atmosphere, and bringing them back to their favorite pour. These battle-tested email templates are designed to do exactly that: turn 'missing in action' into 'back in the house' without sounding desperate.
The Complete 4-Email Win-back 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 Remember
Remind them of the value they received
Hi [First Name],
Remember that crisp autumn evening, surrounded by friends, the scent of malt and hops filling the air at our place? We've been thinking about the good times we shared, the laughter echoing off the tanks, and the discovery of that perfect new brew.
You were a part of that energy, that community. We miss seeing you.
We miss sharing new creations with you, hearing your feedback, and being the backdrop for your memorable moments. There's a special kind of magic that happens when good beer meets good company.
We hope you're still finding those moments, and we’d love for them to be with us again soon.
Best, [YOUR NAME]
This email utilizes nostalgia and emotional recall. By painting a vivid picture of positive past experiences, it bypasses logical objections and taps into the feeling of belonging and enjoyment, making the return feel like a natural, positive choice rather than a sales pitch.
The Update
Share what is new since they last engaged
Hi [First Name],
A lot has happened since we last saw you. Our brewers have been busy experimenting, and the taproom has a fresh buzz.
We've rolled out a few exciting new beers, like our [NEW IPA NAME] and a limited-edition [SEASONAL STOUT]. We also recently updated our food menu with some fantastic new pairings.
Beyond the brews, we've started [NEW EVENT TYPE, e.g., live music nights on Fridays / a new board game library]. There's always something new to experience, a new flavor to discover, or a new reason to gather.
We're constantly striving to make our brewery a vibrant place for discovery and community. We’d love for you to come see what’s brewing.
Best, [YOUR NAME]
This email uses the 'novelty effect' and 'fear of missing out' (FOMO) subtly. By showcasing new offerings and experiences, it creates a fresh reason to return, implying that they've missed out on exciting developments and there's more to explore now.
The Offer
Give a special incentive to return
Hi [First Name],
We genuinely miss having you at our brewery. To make your return even sweeter, we’ve put together a special welcome back offer.
For a limited time, enjoy [SPECIFIC OFFER, e.g., a complimentary flight of our new seasonal beers / 20% off your entire tab / a free appetizer with any purchase] on your next visit. This is our way of saying thank you for being a part of our journey and inviting you to rediscover what you love about our craft.
Simply mention this email or show it to our staff when you stop by before [DATE]. We can’t wait to pour you a fresh one.
Best, [YOUR NAME]
This email employs the principle of reciprocity and a clear call to action with a time-bound incentive. By offering a gift, it triggers a psychological obligation to respond in kind (by visiting), while the deadline creates urgency and encourages immediate action.
The Final
Last chance before you move on
Hi [First Name],
This is the final reminder about our special welcome back offer. We really hoped to see you again soon, and this exclusive incentive won't last much longer.
Remember that [SPECIFIC OFFER, e.g., complimentary flight / discount]? It expires on [DATE], and we don't want you to miss out on enjoying it.
We understand life gets busy, but we truly believe there's an unique experience waiting for you here. Whether it’s catching up with friends, trying a new brew, or simply enjoying a moment of calm, we’re here for it.
If you've been thinking about stopping by, now is the time. We'd love to raise a glass with you one last time before this offer is gone.
Best, [YOUR NAME]
This email uses scarcity and loss aversion. By emphasizing the limited-time nature of the offer and the potential to 'miss out,' it triggers a stronger motivation to act than the potential gain alone, prompting a final decision.
4 Win-back Sequence Mistakes Breweries Make
| Don't Do This | Do This Instead |
|---|---|
✕ Treating returning patrons like brand new leads. | Acknowledge their past relationship and personalize your messaging based on their known preferences or visit history. |
✕ Focusing solely on new product announcements. | Remind them of the core experiences and atmosphere they loved, then weave in updates as an added bonus. |
✕ Sending a single 'we miss you' email and then giving up. | Implement a multi-step sequence that builds anticipation, shares updates, provides an incentive, and creates a final urgent nudge. |
✕ Failing to make the return offer truly enticing or exclusive. | Craft an offer that feels genuinely valuable and unique to past patrons, making them feel appreciated and special. |
Win-back Sequence Timing Guide for Breweries
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Brewery Specialty
Adapt these templates for your specific industry.
Beginners
- Start with a simple two-email win-back: one 'remember' email and one 'offer' email. Don't overcomplicate it initially.
- Use your existing customer list from POS or loyalty programs. Even basic segmentation by 'last visit date' is a great start.
- Focus on clear, simple language in your emails. Avoid jargon and make the call to action unmistakable.
Intermediate Practitioners
- Segment your win-back list by last visit date (e.g., 3-6 months, 6-12 months) and tailor the 'remember' content to that timeframe.
- Incorporate a survey link in your 'final' email to gather feedback from those who still don't return, understanding potential issues.
- Test different offers in your 'offer' email (e.g., discount vs. Free item) to see what resonates best with your audience.
Advanced Professionals
- Implement dynamic content in your emails, pulling specific beer recommendations or past order history for hyper-personalization.
- Integrate your win-back sequence with CRM data to trigger specific actions (e.g., a phone call for high-value past patrons after the email sequence fails).
- Utilize A/B testing across all emails for subject lines, body copy, and CTA button text to continuously improve conversion rates.
Industry Specialists
- Tailor the 'remember' and 'update' emails to highlight the unique aspects of your specialty (e.g., new barrel releases, unique sour blends).
- Offer exclusive access or a sneak peek to a rare, specialty brew as part of your 'offer' email, appealing to their specific interest.
- Frame the win-back around community and expertise, inviting them back to share their passion within your specialized niche.
Ready to Save Hours?
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