Skip to content

WineGlass Marketing


Looking Through The Glass


Recent Blog Posts

Blog Categories
Susan DeMatei
August 5, 2014 | Analytics | Susan DeMatei


If you cringe when databases and “CRM” is brought up in marketing conversations, you are not alone. 

Many wineries are confused about this area of their business, or feel they aren’t ready for CRM, or that having a database strategy involves complicated and expensive technology.

In reality, you probably already have a database, a Customer Relationship Management (CRM) system, and a strategy.  Anything that helps you to keep track of customer data so that you can serve them and make sales, by definition, is your CRM system.  Twenty years ago it was a Rolodex, now it is an excel sheet, your Quickbooks,, or another customer database…whatever is appropriate to your comfort level and your size business.

But, just like developing a the tools and knowledge about wine, slowly moving into more sophisticated customer management techniques doesn’t need to be scary.  Just take it slow, ask a lot of questions, and learn a long the way.



Wine aficionados tell us to swirl and gaze upon the wine to start to learn about it.  Do the same with your database.  Get to know it, analyze it, understand it.  Are your customers new, old, frequent Club buyers, or one-time tire-kickers?  Do they fall into segments by varietal, or the on-site party-goers and the off-site email buyers? The most important question you’ll want to answer in this step is what your primary database need it.  It will likely be one of two goals:


  1. Add new customers to a stale database that doesn’t have many new names coming into it and the existing buyers have bought about as much as they’re going to.
  2. Convert the database you have when you have an acquisition channel that is working but you’re not keeping your list clean, engaged or segmented.

You are probably thinking that both would be nice…but usually one goal is more important to your business than another.


We’ve gazed at our wine, we’ve “volatilized the esters”, now we stick our nose in for a big snort.  This is supposed to tell us what is to come on the palate and give us clues about the wine.

We can do the same with our database in the form of testing.

If you’ve decided the acquisition is your #1 priority, then explore 2-3 new channels and try minimal campaigns. For instance, try a pouring event with a follow up email, test a small, targeted list buy and offer mailing, and execute a Facebook ad campaign.  Then compare the three.  Just remember to track your acquisition channels and make the barrier to trial as small as possible (e.g. breaking 3 packs into single bottles or reducing shipping.)  Also remember that, sadly, gratification is usually not immediate.  It often takes 2 or more communications for a customer to purchase.  So, don’t disregard a channel too early and give it at least 2 “touches” before you determine if that customer group was worth your effort.


Finally we get to drink it.

Once you got your groove on with your objectives and channels identified, now is the time for the “relationship” part.  To truly engage your customer you’ll want to capture profile and preference information across channels to launch segmentation and personalization in your programs. From an acquisition standpoint, start by including a field for a mobile number, or twitter or facebook on all online opt-in forms. Make sure to include additional fields for basic segmentation data, in particular zip code and applicable demographic information, e.g. date of birth. Insert segmentation data capture as part of the tasting room standard process in order to collect data directly through an opt-in.

Follow a similar strategy for retention campaigns, collecting customer data in exchange for providing customer value. Remember, direct marketing is a two-way street, and as long as customers feel they are receiving value from campaigns, they will gladly share pertinent targeting criteria.


Now you can roll around in all that glorious data.  Analyze activity across channels to develop content and outreach would be an initial goal.  For instance, when I printed half a million holiday wine catalogs for Fosters I knew my (AOV) Average Order Value would be around $275.  So, this was a great chance to dangle free shipping and other discounts for orders of $285 and above to encourage “just a single bottle more” on every order. (It works, too.)

In addition, use can your new knowledge to understand the types of outreach that best activate specific types of customers. View data through the lens of customer-centric metrics such as lifetime value and sales created, as opposed to channel-centric metrics like open and clickthrough rates.  In this way you’ll know if those tasting coupons or tasting events are bringing in case or bottle buyers.

You didn’t learn about wine overnight, and you won’t intimately know your database easily either.  But, as with wine, with discipline and practice the rewards of managing your relationships with your customers is extremely rewarding.


Lesdreade's Gravatar
@ Jun 3, 2019 at 1:14 AM
Medikament Viagra 50 Mg Cialis Apotheke Eu Order Diflucan No Prescription cialis for sale Where To Buy Misoprostol Online

Lesdreade's Gravatar
@ Jun 16, 2019 at 11:25 PM
Isotretinoin Drugs Define Priligy cialis cheapest online prices Achat Cialis En Suisse Coumadin For Sale

StevButt's Gravatar
@ Oct 11, 2019 at 5:55 PM
Lisinopril 20 Mg Order Online Levitra Generico 20 Mg Prezzo generic viagra Baclofene Alcool Forum

KelimmokS's Gravatar
@ Jan 15, 2020 at 7:58 PM
Proscar Mujeres Propecia canadian cialis Generic Viagra Shipped To P O Box Dapoxetine 60mg Linezolid Tablets Deutschland

Matbito's Gravatar
@ Jan 17, 2020 at 10:48 PM
Tadalafil In Deutschland Kaufen canadian cialis Acheter Misoprostal

StevButt's Gravatar
@ Jan 20, 2020 at 6:56 PM
Levitra Funziona Per L'Eiaculazione Precoce - Cialis Cheap Accutane Online No Prescription Cialis Levitra 30 Mg

Lesdreade's Gravatar
@ Jan 25, 2020 at 4:08 PM
Propecia Seguridad Social - Buy Cialis Viagra Decouverte Cialis Does Cephalexin Have Penicillan

Matbito's Gravatar
@ Jan 27, 2020 at 3:24 PM
Worldwide Bentyl - Buy Cialis Generic Cipro Name cheapest cialis 20mg Keflex And Flushing

StevButt's Gravatar
@ Feb 9, 2020 at 6:24 PM
Discount Bentyl Where To Buy Secure Ordering Store - canadian pharmacy cialis 20mg India Kamagra Buy Cialis Cialis 20 Mg Online Kaufen

Lesdreade's Gravatar
@ Feb 15, 2020 at 10:32 PM
Cephalexin For Dogs Give Gas - Buy Cialis Levitra Street Value Cialis Cialis 5mg From India

Stepcrype's Gravatar
@ Mar 17, 2020 at 6:36 PM
Adult Amoxicillin Dosage Buy Cialis Buy Viagra With Debit Card Cialis Dapoxetine Approbation De La Fda

Jancoal's Gravatar
@ Mar 20, 2020 at 6:44 AM
buy brand name accutane Cialis Amoxicillin Topical Cialis Cephalosporin Allergy Amoxicillin

Ttwzvg h's Gravatar
Ttwzvg h
@ May 2, 2020 at 7:31 PM
Hecspb hrwhec Viagra best buy

Order viagra us's Gravatar
Order viagra us
@ May 4, 2020 at 6:56 PM
Wuwtmc fkgzim generic viagra canada price Pfizer viagra 50 mg online

Best price for viagra's Gravatar
Best price for viagra
@ May 5, 2020 at 4:31 PM
Rdpksf gxzwyf viagra online from canada Buy viagra canada

Low cost viagra's Gravatar
Low cost viagra
@ May 6, 2020 at 11:35 AM
Dwmnix ofbjkp Viagra overnight Low cost canadian viagra

Real viagra's Gravatar
Real viagra
@ May 7, 2020 at 4:07 AM
Zcqhpi ndbfvm Buy viagra in canada Real viagra

Canadian pharmacy viagra legal's Gravatar
Canadian pharmacy viagra legal
@ May 8, 2020 at 3:40 AM
Jbaxbn iqfbvp Usa viagra sales Buy cheap viagra

Usa viagra sales's Gravatar
Usa viagra sales
@ May 8, 2020 at 9:00 PM
Hssnoh swnrox Canadian viagra 50mg Buy viagra cheap

How to get some viagra's Gravatar
How to get some viagra
@ May 10, 2020 at 4:45 AM
Jnfkzq hkyskp Low cost viagra Order viagra usa

Fda approved viagra's Gravatar
Fda approved viagra
@ May 11, 2020 at 1:34 PM
Jdkqlk vknigx ed treatments Pfizer viagra 50 mg online

Canadian generic viagra online's Gravatar
Canadian generic viagra online
@ May 12, 2020 at 5:30 AM
Qgjawz noyvta order viagra Canadian viagra and healthcare

EstherPaumb's Gravatar
@ May 13, 2020 at 1:11 AM
Ktdiol jxgajf sildenafil generic Pharmacy viagra

EstherPaumb's Gravatar
@ May 14, 2020 at 1:02 AM
Gnxxft wmakcz Buy viagra in us Free trial of viagra

non prescription erection pills's Gravatar
non prescription erection pills
@ May 22, 2020 at 5:36 PM
Ugywnj nfmlia erectile dysfunction medications ed meds online

buy erection pills's Gravatar
buy erection pills
@ May 24, 2020 at 11:37 AM
Bwvciu ualdlj ed pills online ed pills that really work

gnc ed pills's Gravatar
gnc ed pills
@ May 26, 2020 at 12:16 PM
Qdrnqe ufyoyf ed pills erection pills that work

ed meds online without doctor prescription's Gravatar
ed meds online without doctor prescription
@ May 30, 2020 at 1:37 PM
Nkhmcq esyzvo cialis 20mg medicine for impotence

EstherPaumb's Gravatar
@ Jun 1, 2020 at 12:31 PM
Znyyyl gaoxrv Buy viagra Buy now viagra

Commenting has been turned off.

Sign Up For Insider Info

Enter your email address to receive notifications of new blog posts.

Blog Sign Up

Leave this field blank: