Customer Emails¶
The app sends automated emails to customers at key points in the subscription lifecycle, and creates Shopify customer segments you can use for marketing.
Automated emails¶
The app sends emails automatically at key points in the subscription lifecycle. All emails use your configured branding (from name, reply-to address, and logo).
| When It's Sent | |
|---|---|
| Welcome | When a new customer signs up |
| Upcoming order reminder | 14 days and 2 days before billing |
| Subscription paused | When a subscription is paused |
| Subscription resumed | When a subscription is resumed |
| Subscription reactivated | When a subscription is reactivated after payment failure |
| Subscription cancelled | When a subscription is cancelled |
| Order skipped | When the next order is skipped |
| Order expedited | When an Order Now request succeeds |
| Order expedited failed | When an Order Now attempt fails |
| Billing failed | When a subscription payment fails (includes retry schedule) |
| Billing failed (final) | When all payment retry attempts are exhausted and the subscription is placed on hold |
| Items changed | When subscription items are changed |
| Delivery address changed | When the delivery address is updated |
| Add a payment method required | When you trigger the Send email action on a subscription with no payment method on file |
Order note in upcoming order reminders
The upcoming order reminder email includes the customer's order note if one has been set. If no note exists, the email shows a prompt encouraging the customer to add delivery instructions via the customer portal.
Choose Your Own swap-wines reminder
For Choose Your Own clubs, the upcoming order reminder doubles as the prompt to revisit the portal and change their wine selection. Customers who take no action keep their existing selection on the next order.
No payment method on file
Subscriptions without a payment method get clearer copy on the upcoming order reminder, billing failed, and Order Now failed emails — leading with "No payment method is on file for this subscription" and an Add payment method CTA instead of the usual update-payment-method messaging. You can also trigger a dedicated "Add a payment method required" email manually from the subscription detail page.
Merchant alerts
The app also sends alerts to you (the merchant) for billing failures and curated product issues. See Merchant Emails for details.
Email branding¶
Configure your email identity in the app under Settings > Emails:
- From name — The sender name shown in the customer's inbox (e.g., your winery name)
- Reply-to email — Where customer replies are sent
- Logo — Your logo displayed in emails
See Settings > Email for detailed configuration options including custom subject lines and enabling or disabling individual templates.
Customer segments¶
The app automatically creates Shopify customer segments so you can target subscribers in marketing campaigns and automations.
Shop-level segments¶
Two segments are created when you install the app:
| Segment | Who's included |
|---|---|
| Wine Club Subscribers | All customers with an active wine club subscription |
| Wine Club Non-Subscribers | All customers without an active subscription |
These are useful for broad targeting — for example, sending a win-back campaign to non-subscribers or a loyalty offer to all active subscribers.
Per-club segments¶
A segment is also created for each club when you publish it (e.g., "Red Club Subscribers"). These let you target subscribers of a specific club.
How per-club segments work:
- When a customer signs up, they are tagged with the club name
- When a subscription is cancelled, the tag is removed (only if they have no other active subscriptions to that club)
- A Shopify customer segment filters customers by this tag
If you rename a club, the segment name updates to match.
Using segments for marketing¶
- Send targeted email campaigns to subscribers of specific clubs
- Create Shopify automations triggered by segment membership
- Analyse customer data by club in Shopify's analytics
- Build audiences for advertising platforms
All segments are created automatically. No setup required.
Rewarding top members
The app doesn't have a built-in tier or allocation feature that hands extra bottles to your highest-spending members automatically. The recommended pattern is to use Shopify's customer segments (the per-club ones the app creates, or a custom segment based on lifetime spend) to send those members a private email with a link to an unlisted Shopify product or page. Pair this with a Shopify automatic discount scoped to the same segment so the reward applies at checkout without the member needing a code. Combine with a curated club if you want the "secret bottle" feel without rebuilding the subscription flow.
Marketing consent required for email campaigns
Anti-spam laws such as GDPR, CAN-SPAM, and CASL require explicit consent before you can send marketing emails, regardless of platform. Joining a wine club doesn't count as marketing consent. Customers have to opt in separately. Shopify's guide to data privacy and legal compliance for email marketing covers the rules by region.
Shopify's Marketing opt-in checkbox is the most direct way to collect that consent. It can appear on the checkout screen and the customer sign-in screen. Go to Shopify Admin → Settings → Checkout and enable it under both sections. Shopify's guide to collecting customer contact information walks through the steps.
Without recorded consent, customers who join your wine club will appear in the right segments but won't receive your marketing emails, whether you send them through Shopify Email, Klaviyo, Mailchimp, or another platform.
This applies to marketing only. The Automated Emails listed above (welcome, billing reminders, payment notices, etc.) are transactional and go out regardless of marketing preferences.