Re-engagement Sequence for Wine Bars Email Guide
Why Re-engagement Sequence Emails Fail for Wine Bars (And How to Fix Them)
You glance at your CRM, seeing names of regulars who haven't visited in months. Many wine bar owners find themselves constantly chasing new faces, overlooking the true goldmine: the patrons who already know and love their establishment.
These individuals represent a significant untapped opportunity, often just needing a gentle reminder to return. A well-crafted re-engagement sequence doesn't just fill empty seats; it rekindles connections, reinforces loyalty, and turns casual visitors into dedicated advocates.
It’s about reminding them of the unique experiences and exceptional wines they've come to associate with your brand. The templates below are designed to reignite those relationships, structured to move your audience from 'forgotten' to 'favourite' without sounding desperate or intrusive.
The Complete 4-Email Re-engagement Sequence for Wine Bars
As a wine bar, 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],
We've noticed a quiet spot at our bar, a space that feels a little less vibrant without your presence. We genuinely miss seeing you and sharing those moments of discovery, whether it was finding a new favorite varietal or simply enjoying a relaxed evening. Our team often reflects on the memorable evenings we've shared with guests like you, and it makes us wonder what we can do to welcome you back. We're always curating new selections and refining our atmosphere, hoping to create even more perfect evenings for you.
Best, [YOUR NAME]
This email uses the principle of social proof and emotional connection. By framing the absence as a loss to the bar ("we miss seeing you"), it subtly implies their value and encourages a sense of belonging, making the recipient feel valued and missed.
The Value Reminder
Remind them why they subscribed
Hi [First Name],
Think back to your last visit with us. Perhaps it was the crisp acidity of that [SPECIFIC WINE TYPE] perfectly complementing our [MENU ITEM], or the warmth of the conversation flowing around you.
We pride ourselves on crafting unique experiences, from our carefully selected [WINE REGION] offerings to our intimate tasting events. We believe a great wine bar is more than just a place to drink; it's a destination for connection and discovery.
Our current menu features some exciting new arrivals, including a captivating [NEW WINE STYLE] that we think you'll truly appreciate. We've also updated our list of small bites to enhance your tasting journey.
We'd love to recreate that perfect moment for you soon, or perhaps help you discover a new one.
Best, [YOUR NAME]
This email uses nostalgia and specific memory recall. By prompting the reader to remember a positive past experience, it triggers pleasant emotions and reinforces the unique value proposition of the wine bar, creating a desire to re-experience it.
The Survey
Ask what they actually want from you
Hi [First Name],
We're always striving to create the best possible experience for our guests, and your input is invaluable to us. We've noticed you haven't visited in a while, and we're curious to know if there's anything we could be doing better, or something new you'd love to see on our menu or event calendar.
What kind of wines are you exploring lately? Are there specific regions, varietals, or even types of events you'd be interested in attending?
Would you mind taking a moment to share your thoughts with us? Just hit reply to this email, or click here to share your feedback: [SURVEY LINK] Your insights help us pour better experiences.
Best, [YOUR NAME]
This email employs the principle of perceived customer care and reciprocity. By asking for feedback, the wine bar shows it values the guest's opinion, building goodwill. This low-commitment action (a survey or reply) can re-engage passive subscribers and provide valuable data.
The Breakup
Give a final chance before removing them
Hi [First Name],
It looks like our emails haven't been quite as engaging for you lately, and we understand that inboxes can get crowded. We're in the process of tidying up our mailing list to ensure we're only sending updates to those who truly want to hear from us.
If you'd still like to stay connected and receive updates on our new wine arrivals, special events, and exclusive offers, simply click here to confirm your interest: [RE-ENGAGE LINK] Otherwise, after [X] days, we'll assume you're ready to part ways, and we'll remove you from our list. No hard feelings, of course.
We hope to see you raise a glass with us again soon.
Best, [YOUR NAME]
This email utilizes loss aversion and urgency. By clearly stating the potential removal from the list, it creates a sense of scarcity and prompts the recipient to act if they value the connection. The clear call to action makes it easy to stay subscribed.
4 Re-engagement Sequence Mistakes Wine Bars Make
| Don't Do This | Do This Instead |
|---|---|
✕ Assuming a quiet period means guests have moved on permanently. | Recognizing that guests often need a gentle, thoughtful nudge to remember their positive experiences. |
✕ Over-relying on social media posts alone to re-engage past visitors. | Implementing a direct, personalized email sequence that cuts through algorithm noise and reaches their inbox. |
✕ Only promoting new wines or events without reminding guests of the bar's core atmosphere and unique selling points. | Weaving in nostalgic elements and emphasizing the consistent quality of the overall experience. |
✕ Failing to segment past guests by their previous order history or visit frequency when sending re-engagement offers. | Using CRM data to tailor messages, offering a specific [WINE TYPE] special to someone who previously enjoyed it. |
Re-engagement Sequence Timing Guide for Wine Bars
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 Wine Bar Specialty
Adapt these templates for your specific industry.
Beginners
- Focus on building a small, highly engaged list from day one with in-bar sign-ups.
- Start with a simple "Welcome" and "Thank You" sequence before introducing re-engagement.
- Use re-engagement to gather feedback on what's working and what could improve.
Intermediate Practitioners
- Segment your past guests based on visit frequency (e.g., occasional vs. Regular) to tailor re-engagement offers.
- Experiment with exclusive "return guest" specials or early access to new wine releases.
- Integrate your CRM with email marketing tools to automate follow-ups after a period of inactivity.
Advanced Professionals
- Craft highly personalized re-engagement messages, perhaps referencing their favorite [WINE REGION] or sommelier.
- Offer invitations to private tastings or masterclasses that are not publicly advertised.
- Focus on reinforcing the prestige and unique curation of your establishment, not just discounts.
Industry Specialists
- Highlight new, unique, or rare [SPECIALTY WINE TYPE] arrivals that align with their specific interest.
- Share educational content or producer stories related to your niche to re-engage their passion.
- Host themed re-engagement events, like a "Meet the Natural Winemaker" evening.
Ready to Save Hours?
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