The list has been sitting there for years, never cleaned, and part of it wasn't collected by you.
Deliverability drops for everyone, and emails land in spam even for the people who want to read them.
Email marketing and CRM for wineries and producers
Email marketing for wineries and food brands: advertising brings the first order. Your database brings the second.
We organize the contacts of wineries, producers and food retailers, then switch on the flows that bring customers back: welcome, post-purchase, abandoned cart, club. Not one more newsletter: a channel that sells even when you're not pushing.
L&C
We were born inside Longino & Cardenal, which for over thirty years has been sourcing and delivering ingredients to chefs and restaurants across Italy. We know what it means to sell a product that needs explaining, not just discounting.
Your winery★★★★★ Has bought before · No email in a year
Website
Wine marketplace★★★★☆ Sponsored · 48h delivery
Buy
Online wine shop★★★★☆ Customer club · Weekly recommendations
Buy
The customer you've already served starts over here, because there's no email from you in their inbox.
If two of these sound familiar, the problem isn't your list. It's that nobody puts it to work.
These are the five signs we see most often when we open up a winery's or producer's database. None is serious on its own. Together, they cost you repeat purchases every month.
You only send emails when there's a discount to announce.
Customers learn to wait for the promotion. They stop paying full price.
Nothing goes out after an order, not even a thank-you.
The moment the customer is happiest passes without anyone asking them anything.
People who leave a full cart are simply let go.
These are people who had already chosen the bottle. Winning some of them back costs nothing in advertising.
Customer data lives partly in the ecommerce, partly in the back office, partly in a notebook.
Nobody knows who bought what, so everyone gets the same message.
Self-assessment
Seven questions. One minute. The state of your database, right now.
Answer honestly: nobody sees it but you. If you like, send us your result and your audit starts right here.
Do you know how many contacts have opened at least one email in the last six months?
A number, not a feeling.Has every contact on your list given consent you could prove?
No purchased lists, no business cards collected at a trade fair years ago.Does an automated flow start after the first purchase?
Thank-you, storage tips, pairings, an invitation to come back.Do abandoned carts trigger an active automated recovery flow?
At least two messages, the first within a few hours.Can you email only the customers who bought a certain type of product?
For example, only those who bought sparkling wine, or only club members.Do your ecommerce customer records and back-office records talk to each other?
Same customer, same record, orders combined.Do you know what share of your online orders comes from email?
As a percentage, month by month.Winery email marketing: how we build a database that buys again
The newsletter is the last piece, not the first. Unified data, compliant consent and flows that run on their own come first. Then we decide what story to tell.
We start from the data
One clean, single database
- Contacts merged across ecommerce, back office and scattered lists
- List cleaning and deliverability recovery
- Consent verified and recorded as the GDPR requires
They sign up
Contacts worth having
- Website forms with a real reason to sign up
- Collection at the winery, at tastings and at trade fairs
- An automated welcome that tells people who you are and what you do
They buy
Flows that work on their own
- Abandoned cart and browse abandonment
- Post-purchase: storage, pairings, coming back
- Winning back customers who've been inactive too long
They come back
Club, vintages and occasions
- A wine club with simple rules and a real launch
- Segments by wine type, vintage and purchase frequency
- A gifting calendar prepared in advance, not in December
Every phase is measured: active contacts, deliverability, orders generated by flows, repeat purchase rate. If a phase isn't delivering numbers, we act there, not everywhere.
Brands that have already put us to the test
Figures measured through platform connectors (email platform, Google Ads, Meta, GA4), not promises. The next case study on this page could be your winery.
Food ecommerce · fine patisserie
Laboratorio Cannavacciuolo
Database refined and flows switched on one at a time: welcome, post-purchase, abandoned cart, occasions. Email evolved from a promotions announcement into a channel that sells on its own, while advertising kept bringing in new customers.
x2email channel revenue year over year
x9ROAS on Google Ads and Meta
Food ecommerce · gourmet food
Cipriani Food
Contact collection redesigned and connected to campaigns: more valuable subscribers on the list and a growing quarter, with new contacts feeding the flows instead of sitting idle.
x3leads acquired in July, year over year
+16%revenue in the May to July quarter
Food ecommerce · curated ingredients
Shoplongino
Segments built on what the customer has already bought, with pairings and formats suggested at the right moment instead of a generic discount.
+300%organic traffic
-50%ad spend (approximately)
+20%average order value
How we work
Four steps, always in the same order
1 · Week one
Audit
We review your database, lists, consent and active flows. We tell you how many contacts you can really reach.
2 · One call
Priorities
We decide which flows to switch on first and what to stop sending. With timing, content and the materials needed.
3 · 4 to 6 weeks
Activation
Data merged, list cleaned, first flows live. We leave you the templates and train you to use them yourselves.
4 · Every month
Measurement
Active contacts, deliverability, orders from flows, repeat purchases. A report you can read in five minutes.
Where to start
We always begin with an audit of your database, lists and flows. Then we choose the engagement format that fits your business, not the biggest package.
Step 1
Database, lists and flows audit
- List health: active contacts, deliverability, consent
- Where customer data lives and which systems don't talk to each other
- Active and missing flows, ranked by impact
- A 30-minute call to discuss it
Step 2 · The typical project
Single database and first flows
- Contacts merged and list cleaned, with compliant consent
- Welcome, post-purchase and abandoned cart flows live
- Forms and collection points redesigned, on the website and at the winery
- Templates and training for your team
Step 3
Ongoing management
- A send plan tied to vintages, occasions and availability
- Segments and tests on subject lines, content and offers
- A wine club nurtured over time, not just launched
- Monthly report on contacts, orders and repeat purchases
Wine email marketing: the questions everyone asks us
Short answers. For the long ones, there's the audit.
What's the minimum budget for effective email marketing?
Less than an ongoing advertising campaign: the main cost is the platform subscription, which depends on the number of contacts. The rest is work, sized to the flows you switch on. In the audit we tell you how many flows it makes sense to start with.
How long does it take to see results?
Automated flows start generating orders as soon as they go live, usually within the first month. Seeing the effect on repeat purchases takes at least two or three buying cycles, which are longer for wine than for food. Nobody can guarantee numbers in advance.
Who manages lists, content and sends, you or us?
At the start we set everything up: database structure, segments, templates and flows. Then it's your call. Many wineries keep seasonal content in-house and leave automations and list maintenance to us.
How do you handle GDPR and consent?
We only email people whose consent has been collected and recorded, with date and source. We don't use purchased lists and advise you not to either: they damage deliverability and expose you to risk. If your current list has contacts with no known source, the audit tells you how to re-permission them or set them apart.
Can we start from scratch, with no list?
Yes, and it's more common than you'd think. We start from customers who have already bought and from the collection points you already have: website, winery, tastings and events. The list grows more slowly, but it's made of people who know you.
What happens if we stop working together at some point?
Contacts, flows, templates and accounts remain yours, in your name from day one. We leave you documentation and a handover call. Automated flows keep running without us until you change them.
Read this before you call us
If you'd rather understand first and talk later, these articles are the place to start.
Database, lists and flows audit
Tell us where your customers are. We'll tell you what they can still buy.
Within 48 hours you receive a document with the state of your list, the missing flows and the three priorities, plus a proposed call to discuss them. No barrage of sales calls, no commitment.
- Review of database, lists, consent and active flows
- Three priorities, with the expected impact on repeat purchases and order value
- If a project is needed, a clear quote. If fixing two flows is enough, we'll tell you.