Neil Monnens at WineRelease.com recently conducted two surveys on winery mailing lists (one for consumers, one for wineries), and he's now released the results. To encourage you to go look, here are the questions:
CONSUMERS (435 responses):
- How do you feel about the following winery mailing list practices? (6 practices to rate)
- Should US wineries adjust their pricing, as Bordeaux does, depending on the quality of the vintage?
- If a winery gave a discount to long-time list members who consistently purchase, would you { purchase every year, increase purchase amount, not change }?
- What is a reasonable shipping/handling cost, per bottle.
- If a winery has more wine to sell, which method do you recommend?
- Do you ever resell wines you're forced to take in order to stay on a winery's list?
- Are you on any mailing list with the intention of reselling the wine for a profit?
- Over the past year, have you { increased, decreased, not changed } your mailing list purchases?
- What percent of the wine you purchase is purchased direct from the wineries?
- What method do you prefer for receiving information from wineries?
see the results
WINERIES (155 responses):
- Do you offer a mailing list?
- Does your mailing list require any of the below? (6 potential requirements)
- Should US wineries adjust their pricing, as Bordeaux does, depending on the quality of the vintage?
- What do you charge for shipping/handling, per bottle?
- If you have more wine to sell, which method do you use [to distribute the excess to your list]?
- What is your method of communication with your customers?
see the results
One of the nice things is that Neil includes the verbatim comments for each question, which makes the survey results much less sterile. This is a great way to see how mailing list customers view the world, and how other wineries handle their lists. Go read them.
I also wanted to call your attention to Neil's site, WineRelease.com.
WineRelease.com informs wine enthusiasts about upcoming North American wine release dates.
(Like this blog, WineRelease.com is a labor of love, aided by a handful of winery sponsors and some advertising.)
Neil has about 2,000 subscribers, and he strives to make sure that people who subscribe do, in fact, actually read the newsletter by periodically re-qualifying his list. Here's an example of the monthly newsletter Neil sends out to his list.
Astonishingly, only 1,519 wineries use WineRelease.com to distribute information about their new releases For a winery, signing up is as easy as sending an e-mail to Neil (see here for the address), and it's free!
Why wouldn't you take advantage of one more way to let people know about your wines? By implication, if you are telling people when your wines will be available, they must be worth knowing about.
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