Kelly Mantel | Director, DTC Marketing & eCommerce, Harney Lane Vineyards
We're all seeing the headlines that overall wine sales are declining. Yet, the enduring adage has never been more true: there are riches in the niches. While it's comfortable to focus our marketing efforts on our most active and obvious customer segments, a treasure trove of untapped potential often lies dormant within our existing database.
These are the "silent segments" – customers who have interacted with your brand, perhaps made a purchase, or even been a member, but are no longer actively engaging. Ignoring them is like leaving money on the table. It's time to dig deeper, get creative, and explore innovative sales opportunities by reconnecting with these valuable, often overlooked, groups.
Let's explore six often-underestimated segments within your existing database that are ripe for tailored outreach and surprising sales success.
1. Wine Club Alumni: Reconnecting with Loyalty
Your former wine club members represent a significant investment in terms of acquisition and relationship building. They chose to be deeply involved with your brand, and while their membership may have ended, their positive experience likely hasn't. Reaching out to this segment isn't about shaming them for leaving, but about thanking them for their past loyalty.
Consider offering a limited-time "alumni" discount on all purchases, a special invitation to an exclusive event, or a personalized note referencing a wine they particularly enjoyed. This acknowledges their past commitment and offers a compelling, low-pressure incentive to rekindle their relationship with your winery.
2. Gift Season Shoppers: Capitalizing on Gifting Occasions
Customers who purchased gift sets or sent wine as gifts during major holidays (think Valentine's Day, Mother's Day, Father's Day, or the year-end holidays) are prime targets. They’ve already demonstrated an inclination to share your wine as a thoughtful present. The key here is proactive timing.
Reach out a few weeks before the next major gifting occasion with curated suggestions. Remind them of the positive feedback they likely received last time, and make it incredibly easy for them to send another memorable gift. This segment appreciates convenience and thoughtful recommendations for their gifting needs.
3. Birthday or Anniversary Shoppers: Nudging Repeat Gifting
Similar to general gift season shoppers, those who purchased wine for a specific birthday or anniversary last year offer a unique re-order opportunity. If your CRM allows, you can set up automated reminders a few weeks before the recipient's next birthday or anniversary. Personalize the message by referencing the gift they sent last year ("Remember how much [Recipient Name] loved the [Wine Name] you sent for their birthday?"). This highly personalized approach reduces friction and positions your winery as the go-to for their annual gifting needs.
4. First-Time Customers: Preventing Churn Before It Starts
This is a critical segment. Research consistently shows that nearly 80% of first-time customers won't return for a second purchase without a compelling reason. This "silent churn" can significantly impact your long-term customer value. Don't let them become truly silent!
Within a week or two of their first purchase, send a targeted email with a special, time-sensitive offer for their second purchase. This could be a small discount, complimentary shipping, or a personalized recommendation based on their initial order. The goal is to solidify their relationship with your brand early on.
5. Tailored Recommendation Shoppers: The Power of Personalization
For customers who have repeatedly purchased the same single SKU, you have a clear indicator of their taste preferences. This is a golden opportunity for personalized recommendations. Instead of just pushing their usual, suggest an alternative wine based on the flavor profile of their preferred varietal or style. For example, if they always buy your Cabernet, suggest a Bordeaux blend or a bold Petite Sirah. This demonstrates that you understand their palate and are actively helping them discover new favorites, fostering deeper loyalty and expanding their purchasing habits.
6. Active On-Site (but Not Purchasing) Users: Closing the Gap
This segment represents warm leads who are clearly interested but haven't crossed the purchase threshold. For users of platforms like Klaviyo, identifying customers who have clicked your emails, browsed products, or even added items to their cart without completing a purchase is straightforward.
Target these individuals with a phone campaign. Offer a gentle nudge, perhaps a small incentive like free shipping or a limited-time discount, to help them complete their purchase journey. This segment is often just waiting for that final push.
Uncovering sales opportunities within these "silent segments" requires a shift from broad-stroke marketing to precise, personalized engagement. By leveraging your existing database with these targeted strategies, you can unlock significant revenue potential, strengthen customer relationships, and ensure your winery thrives even in a challenging market.
Want to dive deeper into innovative DTC strategies like these and more?
Save the date for the 2026 Direct to Consumer Wine Symposium in Monterey, California, January 20-22! Join industry leaders and learn actionable insights to grow your direct-to-consumer business. We look forward to seeing you there! https://dtcwinesymposium.com/