It was painful to hear. Last week we were demo'ing the "Gifting Central" part of our Sell More Now! module to a well-established winery, who had already been preparing to reach out to their corporate gifters during the holiday season. That sounds like a great idea! So, what was painful about it? They were doing it manually. Meaning, someone on their team was spending the time to go through a list of customers in their database, one by one, who they thought had gifted in the past. Once they had that list, that team member then went back through it, again one by one, and tried to identify which industry the gifter works in, to try to customize the outreach. It's a smart approach. But it does not have to be that hard. Or that time-consuming. Or that tedious. Or that manual. Friends. It does not have to be this way. It's painful, in our view, to see wineries have the right idea and the right motivation, but then get bogged down in the logistics and tedium

Are you budgeting for guesswork, or are you budgeting for growth? You, too, might be in the middle of budget planning season, and I'd like to respectfully suggest that you consider this question. Guesswork? Or growth? You can anticipate my personal answer. Growth! With help from data analytics. Since it's a budgeting conversation, though, let's talk numbers for a moment. Here are FIVE GROWTH-FOCUSED EXAMPLES that take the guesswork out of whether you should budget for data analytics in 2026. 1. Start with the Lifetime Value (LTV) of your wine club members, multiply it by the number of wine club members you'll retain with the help of a risk analysis model like Enolytics'. $2,000 LTV, say, times 50 club members retained = $100,000 2. For a focused "mini-example," start with a seasonal AOV (Average Order Value) of customers who gifted your wines last year during the month of December. Then multiply that AOV by the number of POTENTIAL gifters in your database

From the desk of Michelle van der Lugt: GIFTERS are such a valuable part of holiday-season sales, as we saw in last week’s post. Corporate gifters? Even more so! Enolytics does the heavy lifting for you of identifying gifters in your own database, saving you hours (days) of time. Then we filter through the email domains of the list of gifters. A gmail address? Our algorithm knows that is likely a personal address. An @deloitte.com or @amazon.com email? More likely, that’s a corporate address, so we flag those for you specifically. Then it gets even more interesting. We also filter for industry, such as finance, legal, education, and more, and we assign each industry a score. Financial services email addresses, for example, score higher than emails of non-profits. So you’ll know where your biggest opportunities lie, and can prioritize outreach and messaging. And here’s the bonus: corporate gifters don’t just buy in December. They gift year-round wheneve

Gifters! Let’s talk about this segment of your DTC database, who purchase wine as gifts for others — including family, friends, co-workers, colleagues and clients. Gifters “gift” year-round, but we’re heading into the heaviest (holiday) season of all for this particular kind of wine DTC behavior. On average, between 10 and 15% of all November wine DTC orders, and between 20% and 25% of all December wine DTC orders, are GIFTS? Which means that October-November-December is an ideal time to focus on gifters, and finish your year strong. Some of you are ahead of the curve, and factor your outreach to gifters into your annual marketing plan. That’s awesome. If you’re new to thinking about your winery’s gifters, or even if you’d like to polish the program a bit, let me share a few tips that we hope will help. Identify high-value corporate gifters in your own database. Narrow your database to those customers who have placed a high volume