Why one channel isn't enough
Customers receive more wine emails than ever, and many go unread. Phone calls get attention, but a call out of nowhere can feel abrupt. Together they solve each other's weakness: the email makes the call expected, and the call makes the email worth opening.
A simple four-touch sequence
- Story email: no hard sell. The vintage, the vineyard, the people. Mention that someone from the winery may be in touch.
- Offer email a few days later: the wines, the incentive, the deadline.
- Phone call: a personal conversation, recommendations, and help placing the order.
- Recap email after the call: the wines discussed and a direct link or number to order.
Match the message across channels
If the email promises complimentary shipping and the caller offers something different, customers lose trust. Give callers the exact email content, and keep offers, deadlines and wine lists identical everywhere.
Use the phone to learn, and the email to act on it
Calls reveal things email never will: a customer prefers reds, has a big event coming up, or wants smaller shipments. Feed those notes into your next emails so they feel personal, too.
Measure the campaign, not the channel
Email platforms report opens and clicks; call teams report conversations and orders. What matters is total revenue from the segment you targeted. Compare it with a similar period or a segment that only got email, and you'll see what the combination is really worth.