Email remains one of the most effective ways to sell wine, but most wineries aren’t using it to its full potential.

In this episode, Maddy sits down with Caster and Ben from the Klaviyo team to break down what good winery email marketing looks like in 2025. They cover the most common mistakes wineries are making, how to fix them, and what tools can make your email strategy smarter, faster, and more profitable.

Whether you’re already using Klaviyo or just want to improve how you communicate with your list, this episode offers practical, best-practice advice tailored for wineries selling direct.

What We Cover

• Why email is one of the highest-performing DTC channels
• What wineries get wrong with lists, segments and tags
• The difference between flows and campaigns… and why you need both
• How to use automation to save time (and sell more wine)
• Best practices for wine club marketing and reducing churn
• How to personalise at scale without over-complicating it 
• Quick wins for list growth and better engagement
• What the data says about customer journeys and loyalty
• How to make your emails mobile-friendly and actually read

Our friends at Klaviyo have put together this fantastic free email marketing resource. Check it out

📞 Want to talk about your winery’s email strategy? Book a free strategy call