How email reversed a shrinking wine club — and lifted sales 121%
Keenan Winery's club was quietly shrinking — more cancellations than sign-ups — and print newsletters weren't moving the needle. DigiVino's email and retention program reversed the decline and turned the club into a yearly tradition customers count on.
The challenge
This 12,000-case Napa winery wanted to grow online sales without a pricey ad buy. When we subtracted cancellations from new sign-ups, the club was slowly losing ground — and occasional emails weren't helping.
What we did
We analyzed past campaigns, then built a Club Growth & Retention Plan around a new annual Holiday Campaign and a full lifecycle email program — welcome and trust-building, behavior-based selling, evangelist/referral promos, and anniversary-driven retention. Captivating copy, photo, and video fed connected landing pages and sign-up forms, with spam-safe best practices throughout.
The results
- Email sales +121% · transactions +63.04% · average order value +35.68%.
- Per-session value +91.91% · web sessions +15.27%.
- 118% average annual club growth over eight years — the holiday campaign is now a tradition Keenan and its customers depend on.
Common questions
Can email really grow a subscription or club?
Yes — DigiVino's lifecycle email and retention plan lifted Keenan's email sales 121% and produced 118% average annual club growth over eight years.
Does this apply beyond wine clubs?
Yes. The same lifecycle-email and retention approach works for any membership, subscription, or repeat-purchase business.
Turn your list into your best sales channel
Email lifted Keenan's sales 121%. Let's talk about your list.
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Respecting your inbox. Unsubscribe anytime. See our Privacy Policy.Source: DigiVino Keenan Winery email & club-retention case study. Results reflect this client's specific program and are not a guarantee of future outcomes.