Hey man, those Five dollar bills are like, cruising through the ether and shitIf you're not already familiar with a producer's wine, what is it about an email that appeals to you, that makes you either think about pulling the trigger and purchasing wine or actually buying wine? Or would you never think of buying wine merely off of a well-written sales pitch?
This is not market research, nor a gathering of opinions to help me with crafting my own sales emails (I think I'm pretty good, but fact is much of the stuff I'm selling in email blasts you all would not for a moment consider buying - high acid, natural and Spain/Portugal/Chile/Argentina do not go together so much). I just would love to hear some personal opinions from anyone, in the trade or not.
Today, for instance, I received the same email from two SoCal based retailers selling '93 Oenotheque for $199.99 - the currently ubiquitous "was $__, now $__" closeout email. In another offer, I was told of a glorious Cahors, whose final quantites were heroically whisked away from the Asian market and brought back to deserving, discriminating American palates. There was a classy grenache offer from New York City. Fortified wines from another successful New York store. Twenty percent off all wine from a medium sized neighborhood shop in Washington, DC. You get the point, many different variations on the single theme of "Buy my shit."
Please comment early and comment often, I want to hear your thoughts on this. Oh, and I'm sorry to get a little bit too industry or Warksian on you. I promise to do either a tasting note(s) or some irreverent some such next post.
9 comments:
Joe,
I get an enormous number of e-mails from retail/etail wine merchants. The only ones I ever read or respond to are those where a product that I am familiar with and enjoy is offerred at a discount price.
I am never swayed by comments about wines I know nothing of nor would I ever purchase a wine I know nothing about, regardless of the comments or writer.
Not much help I know, but I have been getting these things for a decade and that's the way I roll.
Best, Jim
Jim -
By 'discount' do you mean lowest price out there or significantly reduced/closeout pricing? As you are someone who knows their stuff, and probably one of only a handful of people to have verticals of Angel Rodriguez Vidal and Edmond Vatan, I most certainly respect the way you roll, sir. Thanks for the comments.
Joe,
To answer your question, it depends. If I think the wine is significantly discounted to the prices I am familiar with, my next question is, 'is it significant enough to warrant purchasing?' Factored into that question is my current wine budget and the state of my cellar. When the stars align, I buy. FYI, one case this year (2007 Vatan, as it so happens).
But more important is that, if you are envisioning an e-mail campaign, it is imprtant to understand just how saturated that market is right now. With the economic downturn, I will get e-mails from the same retailer on the same day - sometimes several. Multiply that times the number of folks that have my e-mail address and it can be daunting.
Hence, the only thing I look at now is the title - if it grabs me, I look further, if not, I delete without looking.
'Tough sell these days.
Best, Jim
No verticals of Vatan here (unfortunately), but my degree of interest depends on the sender, the offered wine and the price. The majority of the senders (chiefly the dailys) get the most cursory look and I haven't ever bought anything.
Most of my buys off emails are protective, so to speak, wines I've enjoyed in the past, usually newer vintages, that are likely to sell out.
Thanks, TWG.
Hello Joe,
I didn't know how else to get in touch, so I am leaving a comment here. My father was at K & L on Friday and you helped him select some wines as gifts. I believe he even gave you my card.
It seems we both enjoy some of the same wine thinkers out there, so I will begin to follow your writings as well!
-cheers
Joe -
Thanks for the comments. Your father is a gracious and nice man, and clearly proud of your work. I do hope that I will some day visit Norway where I believe you still work (?)
At any rate, thanks for reading!
Joe,
Thanks for the fine words. I do still currently live in Norway. If you ever find yourself up this way and in Bergen especially, let me know
-cheers
Joe,
By the way, I have tried to subscribe to your site's feed, but have been unsuccessful.
-cheers
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