I received what seemed like a boatload of emails from wineries over the
Thanksgiving and shopping extravaganza long weekend. Some wineries sent me up to five emails in a three or four-day period. Most were touting
special pricing on their wines and/or low priced or free shipping.
Offers included:
- 20% saving with $10 ground shipping
- Free shipping plus the standard 10% case discount when $150.00 was spent
- $10 flat rate shipping for gift sets (up to 12 bottles)
- 5% off on all wines
- 20% off all wines plus free shipping on 6+ bottles (Black Friday & Cyber Monday)
- Save $10 on $40 (spent) online
- 15% off, shipping included on 3+ bottles
- 1¢ shipping on $50 or more plus $10 off on $99 or more
I also received Cyber Monday prices and Cyber Monday extensions, with the special pricing running through Tuesday.
One California winery did something different: on Black Friday they donated all tasting fees and $5 from each online purchase going to support victims of the Camp Fire (Paradise).
I understand that the Thanksgiving weekend (all the way through Cyber Monday and sometimes Tuesday) is about shopping. More money is spent during these four days (Friday through Monday) than at any other time of the year. So perhaps creating special pricing and/or free shipping options pays dividends. Though if you want your wine to be taken seriously discounting regularly is not the way to promote the quality or overall value.
Value is not based solely on price. It is also based on the quality of the product, your reputation in the industry and what bragging rights go along with the purchase.
While it is not surprising that some people buy because price. It is not only the price that keeps them buying from you. You still have to have a quality product that fits their lifestyle.
Focus your emails on your customers and what is important to them, rather than what is important to you.
Next week we will talk more about selling through emails and what information is needed to make it successful.
A tip of the glass from me to you
E Column
by Elizabeth “E” Slater, In Short Direct Marketing
A recognized expert in the fields of direct marketing and sales in the wine marketplace. Slater has taught more wineries and winery associations how to create and improve the effectiveness of their direct marketing programs and to make the most of each customer’s potential than anyone in the wine industry today.
Follow E on twitter @esavant and facebook.
