This is a really interesting statistic:
According to a May 2005 study, 88% of online shoppers say they're willing to spend time answering questions about their tastes and interests in exchange for personalized email content.
Wow. Of course, it begs the question, "What does personalized e-mail content look like?" But the fact apparently remains that people want your contacts with them to take into account what they've told you about themselves (or what you know from past experience).
(The full MarketingSherpa article is here, but only for 7-10 days, so print a copy if you're interested. It's not terribly relevant to winery marketing, but I always try to acknowledge my source for stats like the one above. I find MarketingSherpa to be a useful source, and they have both an e-mail newsletter AND an RSS feed.)