Andalusian Gazpacho Recipe
Harvest 2009 Begins... Slowly

The importance of multi-channel marketing (AKA yes, print will be seen by more eyes than email)

This month, we launched the VINsider Wine Club Collector’s Edition, which gives its members access to library vintages of Esprit de Beaucastel and Esprit de Beaucastel Blanc that we’ve aged in our cellars.  As we have held back only a limited quantity of our older wines, we announced an initial limit on numbers for 2009 to 250.  With about 3600 wine club members, I was fairly confident that we’d get to our maximum, and in fact we have.  We’ve reached our 250 and will be cutting off any further registrations at the end of this week.

What has been interesting to me was the relative effectiveness of the different effort we've used to promote this new club.  We have let our club members know four different times about this opportunity. 

  1. July 28th: a mention as a part of our regular end-of-month email for July 
  2. August 9th: a paper letter which we sent out on letterhead
  3. August 17th: a column in our fall newsletter
  4. August 25th: a prominent mention in the end-of-month email for August

I was expecting the greatest response to be from the first email mention, but this was not the case. In the five days after we sent out the email (about the limit, in my opinion, of the impact of a piece of email communication) we netted 27 registrations.  It was the paper letter that had the most impact.  On August 10th, the first day anyone could have received it (realistically, just Southern California) we received 29 registrations.  The next day brought in 49.  In total, in the week after we sent out the letter, we received 147 responses.  The column in the newsletter produced 37 in the next week.  And this last email, which went out not even 36 hours ago, has netted another 44 registrations so far, with more coming in.

I plotted the registrations by day on a graph, with the different marketing events noted:

Collectors Edition Registrations by Day

Our experience launching this program has been for me a salient lesson in multi-channel marketing.  If you send out a regular email (as I think any winery, or really any business with direct customers, should) you should expect that a significant percentage of its recipients are going to ignore or skim the letter.  Of course, some people may just toss a printed letter too, but these days, a physical mailing, if it’s nicely done, is unusual enough that I think it commands more attention.  Of course, a print mailing is more expensive to produce and send out than an email by a factor of something more than 100.  But if what you are promoting is sufficiently valuable, it’s important to remember that it will see a lot more eyes than an email.

As for emails, we saw very different response rates between the initial email that announced the Collector’s Edition program, which saw only a small bump in registrations, and the one that went out yesterday, which produced more response in the first day than the earlier email did in a week.  I think there are three factors at play here.

  1. Position within an email matters.  In the initial email, we soft-played the section promoting the Collector’s Edition.  I didn’t want to steal the thunder of the letter that was coming soon, and so we put the mention toward the end of the email.  We do organize our monthly emails consistently, with -- in essence -- a table of contents at the beginning, so customers can scan the email quickly, but I still think that many people don’t make it past the first or second point in an email.  In the recent email, the announcement about the Collector’s Edition was the first section.
  2. An announcement at the end of a limited time promotion tends to see more response than one at the beginning.  We feature a wine each month, and typically see more orders at the end of this monthly feature than at the beginning, even though we often sell out of the featured wine before the end of the month.  Of course, communicating urgency -- in this case that there were only 25 spots left in the program -- helps.  At the same time, it’s important not to underestimate your customers, and save urgency for when it’s real. 
  3. There is a cumulative effect to repeat marketing by different channels.  Each mention, as long as it feels natural and unforced, raises people’s curiosity and makes it more likely that they will investigate further.  By the end of the month-long program, I’d hope that nearly all our wine club members would have at least heard about and considered briefly our new program.

None of this should be a revelation to marketers.  Still, I spend more of my time working on marketing than I do on any of the many other pieces of my weekly job, and I was taken by surprise at some of our results.  A few general lessons for any winery doing this sort of promotion:

  • Think about print as a complement to email marketing for anything special
  • If you’re going to use email marketing, make sure that your most important items are in the beginning of your email.  Better yet (if you can do it without overwhelming your customers with too much mail) make it the sole focus of an email.
  • Don’t be afraid, if you can do so within your established patterns, to mention an important program in more than one email.  A customer who may be distracted or buried when one mention comes in may have time to read the next one a few weeks later.
  • Expect to receive most of the results of an email within 48 hours.
  • Marketing the same program through multiple channels can have a cumulative effect.

Oh, and as to the immediate item at hand?  We have enough wine allow a slightly larger membership in the Collector’s Edition club, and felt that doing so was fairer than cutting it off arbitrarily less than a day after our “last call” announcement.  So, we’re going to accept any additional registrations through the end of this week.  Anyone who misses that cutoff will be put onto a waiting list for 2010, when we expect to be able to expand the program a little more. If you're interested in this year's shipment, which I think is exceptionally cool, act soon.