Which Email Platforms Do Wineries Use?
Two services send most winery email. Of the 277 wineries in the Joy Cork archive whose sending service we can identify, 98 sent with Klaviyo and 98 with Mailchimp in their most recent 90 days of mail. That is 35% each. No other service reaches 7%.
At a glance
- 35% and 35%. Klaviyo and Mailchimp are level at 98 wineries each, out of 277.
- California leans Klaviyo, most other places lean Mailchimp. 58 of 97 California wineries send with Klaviyo. In Texas, Oregon, Washington, New York and British Columbia, Mailchimp is the most common.
- 39 wineries switched while we followed them, and 29 of those moved to Klaviyo.
- This is a count of who sends with what. It says nothing about which service is better.
Which services send winery email?
| Service | Wineries | Share of 277 |
|---|---|---|
| Klaviyo | 98 | 35% |
| Mailchimp | 98 | 35% |
| SendGrid | 16 | 6% |
| Salesforce Marketing Cloud | 13 | 5% |
| Mailgun | 11 | 4% |
| Constant Contact | 10 | 4% |
| Campaign Monitor | 8 | 3% |
Everything else is 5 wineries or fewer: SparkPost, Commerce7, Squarespace Email, Amazon SES, Flodesk, HubSpot, WineDirect, Wix, ActiveCampaign, Brevo, Shopify Email, MailerLite and Emma. Eleven wineries currently send through two services, so the rows add up to slightly more than 277.
One caution about the middle of the table. SendGrid, Mailgun, SparkPost and Amazon SES are sending infrastructure. A winery rarely picks one of them directly. More often its commerce or club platform sends through one on the winery’s behalf. Read those rows as “the service that delivered the email”, not “the tool the marketing team logs into”.
Does the platform differ by region?
It does. These are the most common services by state or province, among wineries with an identified service.
| State or province | Wineries | Most common services |
|---|---|---|
| California | 97 | Klaviyo 58, Mailchimp 23, SparkPost 4, SendGrid 4 |
| Texas | 33 | Mailchimp 15, Klaviyo 6, SendGrid 4, Mailgun 2 |
| Ontario | 24 | Mailchimp 9, Salesforce Marketing Cloud 8, Klaviyo 4, Mailgun 2 |
| Oregon | 20 | Mailchimp 11, Klaviyo 6 |
| Washington | 19 | Mailchimp 7, Klaviyo 5, Campaign Monitor 4 |
| New York | 15 | Mailchimp 7, Klaviyo 2 |
| British Columbia | 11 | Mailchimp 6, ActiveCampaign 2 |
California is the outlier. Six in ten of its wineries send with Klaviyo, and California is also where 58 of the archive’s 98 Klaviyo senders are. Ontario is the one place where Salesforce Marketing Cloud is common, at 8 of 24 wineries.
The samples outside California are small. A handful of wineries changing service would reorder any of those rows, so treat them as a description of the wineries we follow rather than of the whole state.
Are wineries switching platforms?
Yes, and more each year. Thirty-nine wineries made a clean move from one service to another while we were subscribed to them: 3 in 2024, 15 in 2025 and 21 in 2026 through September. Part of that rise is simply that we follow more wineries now than we did in 2024.
Where they went:
| Moved to | Wineries |
|---|---|
| Klaviyo | 29 |
| Mailchimp | 6 |
| Mailgun | 2 |
| SendGrid | 1 |
| HubSpot | 1 |
Where they came from: Mailchimp 13, Salesforce Marketing Cloud 11, Campaign Monitor 3, SendGrid 3, Constant Contact 2, Mailgun 2, and one each from five other services.
The single most common move was from Salesforce Marketing Cloud to Klaviyo. A Napa Valley winery made that move in spring 2026, for example, and others did the same in October 2025 and in June and July 2026.
How does Joy Cork know which platform sent an email?
From the email itself. Every marketing email carries technical headers and link domains that belong to the service that sent it. Joy Cork reads those for each email it receives, which is also how it notices when a winery’s mail starts arriving from somewhere new.
We could not identify the service for 7 of the 284 wineries in the archive, which is why the figures above are out of 277.
What can you do with this?
If you are weighing a platform change, the useful question is narrower than “what does everyone use”. Look at wineries like yours: your region, your size, your mix of club and shop. Then look at what their emails are built from after a move, not only at the name of the service. Two wineries on the same platform can send very different mail.
FAQ
What email platform do most wineries use?
In the Joy Cork archive, Klaviyo and Mailchimp are tied. Each sent for 98 of the 277 wineries with an identified sending service, or 35%, as of October 10, 2026.
Is Klaviyo or Mailchimp better for a winery?
The archive can’t answer that. It records which service sent each email. It has no open, click or sales data, so it can’t compare results.
Do wineries use Commerce7 or WineDirect to send email?
A few do: each sends for 5 or fewer of the wineries we follow. Some winery-commerce platforms also send through infrastructure services such as SendGrid or Mailgun, which show up under those names in our counts.
How often do wineries change email platforms?
Among the wineries Joy Cork follows, 39 changed service between 2024 and September 2026, and 29 of them moved to Klaviyo.
A note on these figures: they are counts from the Joy Cork archive as of October 10, 2026, covering 284 wineries in the United States, Canada and Australia that we subscribe to. The service is the one each winery sent with in its most recent 90 days of mail. The archive is a sample of wineries with public mailing lists, weighted toward California, Texas and Ontario, not a census of the industry.
Written by Bill Eisenhauer at Joy Cork.
Bill Eisenhauer
Joy Cork keeps a growing archive of real winery marketing emails, so wineries and agencies can see what others send. This article is also available as Markdown.
Want to see what wineries like yours are sending?
Joy Cork is invitation-only for now. Request access and we'll reply by email.
Request received
Joy Cork is invitation-only for now. We review each request and reply by email.
Tell us about your winery or agency →Request received
is on our access list.
Joy Cork is invitation-only for now. We review each request and reply by email with an invitation.
Invitation-only for now. We reply by email; unsubscribe anytime.