SMS works best when it is targeted. If your winery sends the same text to everyone, members tune out fast. If you segment your audience, texts feel useful. That usually means higher engagement and fewer opt-outs.
This guide shows how to build segmented lists in vinSUITE for RedChirp SMS campaigns, plus best practices and message examples you can copy. We focus on three high-impact segments most wineries can use immediately: declined club orders, club pickups, and birthdays.
TL;DR: the three lists worth building first
- Decline Club List: members with pending club orders who need to update payment.
- Club Pickup List: members set to Will Call or Pick Up for a club shipment.
- Monthly Birthday List: members with birthdays in a selected date range.
Quick win: start with the Decline Club List because it protects revenue and reduces manual follow-up.
Table of contents
- Why segmentation matters for winery SMS
- What the RedChirp integration does
- SMS consent and compliance basics
- Before you start
- List 1: Decline Club List (pending club orders)
- List 2: Club Pickup List (Will Call or Pick Up)
- List 3: Monthly Birthday List
- SMS templates you can copy
- SMS best practices for wineries
- Frequently asked questions
- Next step
Why segmentation matters for winery SMS
SMS is intimate. It lands next to family messages and work alerts. That is why it performs well, and also why generic blasts can backfire. Segmentation helps you send fewer messages that get better results.
In practice, segmentation means dividing your audience into groups based on a clear reason to message them. For example:
- Status-based: pending club order, pickup ready, RSVP confirmed, shipment delivered
- Preference-based: red-only club level, pickup vs ship, preferred varietals
- Timing-based: birthdays, club run windows, event weekends
If a message answers a real question for the member, it feels helpful. If it is random, it feels like spam. Segmentation keeps you on the helpful side.
What the RedChirp integration does
RedChirp is an SMS platform used by wineries. When integrated with vinSUITE, it supports SMS messaging as part of your DTC marketing strategy. Segmented lists built in vinSUITE give you the targeting. RedChirp gives you the delivery and campaign execution.
If you want more context on RedChirp integrations in the wine industry, see examples of RedChirp integrations documented by industry platforms here: Wineshipping: RedChirp SMS notification integration.
SMS consent and compliance basics
Before you send SMS campaigns, make sure your process meets consent and opt-out expectations. Requirements vary based on your use case, but there are a few principles you should treat as non-negotiable:
- Get consent: do not text people who did not opt in.
- Be clear: explain what they are signing up for and how often you plan to text.
- Make opt-out easy: support standard opt-out keywords like STOP, and honor opt-outs quickly.
For industry best practices, review CTIA guidance: CTIA Messaging Principles and Best Practices (PDF).
For regulatory context on consent, the FCC has adopted rules to reduce unwanted and illegal calls and texts, including consent-related requirements and enforcement mechanisms: FCC order on targeting and eliminating unlawful texts (PDF).
If you want a plain-English compliance overview from a major messaging provider, Twilio maintains a helpful resource: Guide to U.S. SMS compliance. :
Note: This blog is not legal advice. If you have questions about your specific consent language, workflows, or state requirements, consult your legal counsel.
Before you start
Before building lists, confirm these basics so your campaign execution is smooth:
- SMS consent is being collected (web forms, tasting room signups, club enrollment, event QR forms).
- Phone numbers are formatted consistently and stored in the right contact field.
- Your team knows who owns what: list creation, message writing, scheduling, and responses.
- RedChirp is connected and ready to send in your environment.
Operational tip: Create a simple naming convention so lists are easy to find later. Example: SMS - Club Declines - April 2026 Run or SMS - Club Pickup - Spring Release.
List 1: Decline Club List (pending club orders)
A Decline Club List is for members with pending club orders, often caused by a declined card or incomplete billing status. This segment is high value because it is tied directly to revenue and retention. It also reduces staff time spent chasing updates.
How to build a Decline Club List in vinSUITE
- Go to the Reports or Report Builder section in vinSUITE.
- Create a new report and give it a clear name (example: SMS - Decline Club List - [Run Date]).
- Select Report Base: Sales Summary.
- In Fields, add: Order Type, Order Status, and Order Date Added.
- Create a filter: Order Date Added is >= the club run date.
- Add filters: Order Type = Club and Order Status = Pending Order.
- Run the report and export your results for your SMS campaign workflow.
How to use this list in SMS
- Send a short message that explains what happened and what to do next.
- Use one link, ideally to the safest and simplest payment update experience you have.
- If your process requires staff help, set expectations clearly (hours, who to contact, what info is needed).
Suggested timing: send the first message soon after the club run identifies pending orders. If you send too late, the member may assume the shipment is already lost.
List 2: Club Pickup List (Will Call or Pick Up)
A Club Pickup List is for members whose shipment preference is pickup rather than shipping. This list improves the pickup experience and reduces confusion, and it can also drive add-on sales if you include one simple suggestion (for example, a seasonal bottle, a gift set, or an event ticket).
How to build a Club Pickup List in vinSUITE
- Go to Marketing → List Builder and create a new list.
- On the Members tab, choose Club Member as your selection.
- On the Club Members tab, choose the relevant club level.
- Select Will Call or Pick Up as the shipment preference.
- Go to the Summary tab and download the list.
What to include in the pickup text
- Pickup hours and location details (including what to do if they arrive after hours).
- Any pickup deadline if applicable.
- A simple reminder of what they should bring (ID, name on membership, confirmation email).
- Optional: one add-on suggestion that is easy to say yes to.
List 3: Monthly Birthday List
Birthday texts work because they feel personal and timely. You can keep this extremely simple. A short message and a small perk can increase goodwill, and it is also a clean reason to bring someone back to the tasting room or ecommerce store.
How to build a Monthly Birthday List in vinSUITE
- Go to Marketing → List Builder and create a new list.
- On the Members tab, select Birthday from the drop-down menu.
- Select the date range for birthdays in the current month (or the next 30 days).
- Go to the Summary tab and download the list.
Simple ways wineries use birthday SMS
- A no-offer message that is purely relationship-based.
- A tasting room perk (example: complimentary tasting upgrade for the birthday person).
- A limited-time code that is easy to redeem online.
SMS templates you can copy
SMS should be short, specific, and built around one action. Below are templates you can adapt. Replace bracketed text with your details.
Template 1: Declined club order
Hi [First Name], quick note from [Winery Name]. Your club order is pending because we need an updated payment method. Update here: [Link]. Reply STOP to opt out.
Template 2: Club pickup ready
Hi [First Name], your [Club Level] pickup is ready at [Winery Name]. Pickup hours: [Days/Times]. Questions? Reply here. Reply STOP to opt out.
Template 3: Pickup reminder with a gentle add-on
Reminder: your club pickup is ready. While you are here, ask about [Featured Bottle/Gift Set]. See hours: [Link]. Reply STOP to opt out.
Template 4: Birthday greeting
Happy birthday month, [First Name]. Cheers from [Winery Name]. If you visit us this month, mention this text for [Perk]. Reply STOP to opt out.
Template 5: Low-friction CTA
[First Name], want the details on our wine club benefits and upcoming releases? Here is the quick overview: [Link]. Reply STOP to opt out.
SMS best practices for wineries
Keep it short and make the first line do the work
Most people read SMS in a hurry. Put the key point in the first sentence. If the message is long, it will feel like email, and people will ignore it.
Use one message for one job
Do not combine three asks into one text. Pick one. Payment update. Pickup reminder. RSVP. Offer. One text, one job.
Do not over-message
SMS fatigue is real. Text when you have a clear reason and a clear benefit for the recipient. If you want to share content or longer updates, email is usually the better channel.
Segment by operational reality, not just demographics
Many wineries get better results by segmenting based on actions and status. Pickup vs ship, pending order vs complete, club level, last purchase date. These segments align to real winery workflows.
Make links mobile-friendly
If your link sends someone to a page that is hard to use on a phone, you will lose the conversion. Test the link on your own phone before sending.
Track a simple set of metrics
- Delivery rate (if available in your SMS platform)
- Click rate
- Opt-outs by campaign
- Conversions tied to the campaign (orders, pickups completed, payment updates)
For broader marketing truth-in-advertising guidance, the FTC summarizes key principles such as truthful, non-misleading claims and substantiation: FTC Advertising and Marketing on the Internet: Rules of the Road (PDF).
Frequently asked questions
What is the best SMS list to start with?
Start with the Decline Club List. It is directly tied to recovered revenue and it reduces manual staff follow-up.
How often should wineries send SMS?
Text when there is a clear reason for the member. Shipment updates, pickup reminders, and time-sensitive member offers usually perform best. Avoid texting just to stay visible.
What makes an SMS campaign perform better?
Relevance and timing. Segment your audience, keep messages short, and include one clear call to action that is easy to complete on a phone.
Do I need to include opt-out language in every message?
Many programs include opt-out language regularly, and providers may require it depending on message type and setup. Review your provider requirements and CTIA best practices for opt-out expectations.
Next step
Now that you have three practical lists to build in vinSUITE, you can create more targeted RedChirp SMS campaigns that feel timely and useful. If you want help choosing which list to launch first, start with declines, then pickup, then birthdays.