Most wineries still send the same message to everyone—and leave money on the table. In Session #2 of the Wine Club Symposium, Laura Simons (Simons DTC Consulting) and the team at Enolytics show how targeted segmentation turns “almost” into “I’m in,” boosts retention, and creates predictable DTC revenue—without deeper discounts.

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What You’ll Learn 

• Club vs. Non-Club: Convert high-potential buyers with member-only perks and short-window join offers.
• At-Risk & Lapsed: Re-engage 6–12-month gaps with “welcome back” bundles and quick pulse surveys.
• Potential Churn Members: Catch early signals (skips, fewer add-ons) and save with holds, swaps, and plan changes.
• High-Value VIPs: Use micro-exclusivity (library drops, small-lot access, VIP invites) to deepen loyalty.
• First-Time Buyers & Recent Converts: A 30-day path that turns a one-time order into a new member.

You’ll also see how RFM (Recency–Frequency–Monetary) scoring helps you prioritize who to contact first for near-term wins.

The 5-Segment Cheat Sheet (Copy-and-Paste Plays)

1) Club Members vs. Non-Members

Goal: upgrade/retain members; convert high-intent non-members.

• Offer: member-only small-lot access + short join incentive (weekend window).
• Script: “You’ve purchased 3 times in 90 days—unlock member-only releases + shipping perks.”

2) At-Risk & Lapsed Buyers (6–12+ months since last purchase)

Goal: reignite buyers with relevance, not coupons.

• Offer: “Welcome Back” 3-pack (based on prior varietals) + shipping included.
• Pulse: 1-question survey: “Cabernet, Pinot, or Mixed?” → dynamic bundle.

3) Potential Churn Members

Signals: skipped last shipment, fewer add-ons, lower AOV.

• Save play: offer a pause/hold, swap varietals, or shift cadence before cancel.
• Script: “Prefer 2 Pinots instead of Cab? Want to skip this cycle and resume next?”

4) High-Value, High-Frequency VIPs

Goal: deepen loyalty with micro-exclusivity (no blanket promos).

• First rights on library/limited releases; personalized invite to winemaker event.
• Watch “velocity”—if their non-club purchases slow, re-engage personally.

5) First-Time Buyers & Recent Converts

Goal: move from first order → second order → membership.

• 30-day welcome path: thanks + story → varietal education → light member invite.
• Offer: “Try Member-Only Pinot Drop (limited)—no long-term commitment.”

RFM in Plain English (So You Know Who to Contact First)

Recency: how recently they purchased. Frequency: how often. Monetary: how much.

• Start with top RFM scores (most recent, frequent, highest spend) for fastest lift.
• Then work the “to-watch” group before they slide into at-risk.
• Set a cadence (e.g., biweekly) so you always hit the highest-impact slice first.

Why It Matters Now

• Friction, not price, kills joins. Streamlined join flows beat deeper discounts.
• Flexibility = commitment. Pause/skip/swap turns “not yet” into “yes.”
• Retention is won between shipments. One meaningful touch + a save step beats churn.

Speakers: Laura Simons (Simons DTC Consulting), Chris & Michelle (Enolytics) · Hosted by vinSUITE

 Watch the Full Recording 

Presented by vinSUITE at the 2025 Wine Club Symposium.