Updated: Aug 11, 2020
One of the benefits of a loyalty club should be special communications that only members receive. Anything you can do to make the customer feel like they belong to an elite group that has special insight and connection to your brand will keep them loyal. At the top of the list of communications should be the Club Newsletter. A printed copy, in alignment with the rest of your branding, should be included with every shipment or package for your Club member. Want to save on paper and printing? An electronic copy can be prepared but please note that having something physical in one’s hand has a better chance of being read, used and saved.
The Club Newsletter should include:
Tasting notes. Club members are interested enough in your products that they have joined your Club, so make sure that the customer can understand what they are tasting. They can then share that knowledge as they enjoy your product with friends and family, giving them an opportunity to shine.
A pairing recipe that includes the product in the recipe. In my opinion, this one is critical. You want the customer to open that bottle, enjoy it any way they can and then reorder more. It is easy for someone to just stick the bottle in the cellar without another thought but if you give them a reason to open it, chances that they will want more increases. And a printed copy of a recipe can be saved and enjoyed later, reinforcing your brand every time they use it.
A personalized note or letter. Whether it is from the owner, the production manager or hospitality team, a short paragraph or two about your facility, events or upcoming releases allows you to address your customers directly, reinforcing your message about your brand. Be sure to use the “voice” that you have established in your branding and marketing plan for consistency.
Special offers. Give your Club Members incentive to read your newsletter by including a special shipping offer for reorders, an invitation to a special event or a coupon to use on their next visit to your Tasting Room. You can easily measure the effectiveness of these offers through the use of coupon codes, so play around with it and see what works best for your brand.
Club shipments give you an ideal opportunity to communicate with your best customers, so make sure you make the most of it! Need help creating the perfect newsletter? Contact us at firstname.lastname@example.org or 707-738-1301.