Offers and Releases

As you prepare for wine release campaigns, whether it be once a year, or several times a year, keeping the Figure team in the loop on dates is key...especially if you have questions about allocation setup, email templates, manipulating groups and tiers, etc. Providing Figure with two weeks notice so that we can log your releases into our master calendar is helpful. That allows time to assess your needs for a memorable and effective release.

Supply and Demand:

Do you have very little wine to sell and a whole stack of people on your mailing list? If so, there is a chance that during a release, some clients may not see a wine as available to purchase because it is all tied up in carts. For example, in reference to the second paragraph of this article, if you have 5,000 people on your mailing list and only 60 magnums to sell, that could cause many clients to see 0 available, yet no orders have been confirmed in Figure. The situation here is that many clients on your mailing list will load some magnums into their cart, depleting all of your available inventory without yet completing the purchase. As more and more of the 5,000 people on your mailing list log in to see what is available, the magnums could show as sold out.

Our advice, as your mailing list grows and your production stays the same, it is wise to reassess your mailing list, groups, and how you tier your releases. 

If your mailing list is approaching this status, let’s discuss your best options. Of course there are savvy ways to tier your mailing list…yet, don’t dismiss the importance of personal contact. If you do have special magnums or a special, small production single vineyard ready for release, perhaps the keen way to sell them is by sending a personal email to your top ten best customers. Let them know you appreciate their continued support...and due to that level of commitment, you want to provide them the opportunity for first access. When a client’s favorite winery sends a personal email, or even calls directly, that fosters long term connections, with a goal of vintage after vintage purchasing. 

It also lays down the potential that your client will tell the story of how he/she acquired that bottle, when opening it up at a party with friends. “They appreciated my support and called me one day. Only 60 were made!”