How This Guy Sells $30 Million In Wine Through Email Marketing

10 replies
I came across this article recently and figured it is worth a share. This guy sells 30 million dollars worth of wine through email only. He breaks many rules but his unique style obviously is working. Anyways, there are tons of marketing lessons in this article about usp, storytelling, and more. Check it out here: Garagiste Wine
#$30 #email #guy #marketing #million #sells #wine
  • Profile picture of the author JosephC
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    • Profile picture of the author Stuart Walker
      Originally Posted by joecason View Post

      Awesome article. This is why I can not stop stressing the importance of list building.
      It's about much more than just 'list building'.

      Anyone can throw together a squeeze page and funnel traffic towards it then spam emails at their subs.

      "Rimmerman says he learned from his time at Starbucks "the beauty of retail marketing, of conceptual ideology with consumer goods," an idea that can be roughly translated as defining a crystal-clear brand identity and then ensuring that everything from the product to customer relations reinforces it."

      He understood about branding and how to connect with the customer.

      "All he needed now, Rimmerman decided, was a clear sense of mission -- a brand identity, in other words, centered on making the world a better place instead of just making a buck."

      He understood the importance of providing value and focusing on his customer not the end result of money.

      "Rimmerman claims that he made two lists -- things he liked about the wine business, and things he did not -- and decided that his company's goal would be to transform the industry until his "don't like" column was empty."

      He wanted to do something unique and make waves in the industry.

      "He could also be "the Erin Brockovich of the wine trade," pointing out that pesticides have been found in bottled wines at every price point including world famous Bordeaux. In addition, many wineries use additives and processing agents like egg whites, milk, fish extract, animal gelatin (sorry, vegetarians), sugar, toasted oak powder, the color-enhancer Mega Purple and dimethyl dicarbonate, a chemical so toxic that merely inhaling it can be fatal. Bringing attention to all this, and to little guys doing it the old-fashioned way, Rimmerman appeals to the moral and intellectual vanity of his subscribers before even mentioning anything as tawdry as the per-bottle price. Only a chump would buy top-dollar status-symbol wines secretly saturated with chemicals instead of the far-cheaper real stuff favored by true insiders."

      He understood the reasons behind WHY his customers enjoyed wine - the status, the vanity, the impressing their friends at dinner parties etc.

      "like telling his administrative assistant to leave typos and grammatical errors in his e-mail offers -- preserving the immediacy of his writing"

      He has a human touch that his readers connect with - he seems like a real person.

      Good read.
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  • Profile picture of the author Adie
    This is awesome. I am actually planning to start my own backyard vineyard this summer..
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  • Profile picture of the author Mark Tandan
    Sure is worth a share and thanks a lot. Not just the power of a list but being willing to act differently and stand apart from the crowd are pretty powerful lessons.
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  • Profile picture of the author Lurk
    I am about to get on this guys list. This guy need his own NYT book along with an email marketing course, a copywriting course launch(basically rehash the email course with a round table of top copywriters discussing the craft outside of email marketing), and, a business launch course,(everything you need to know). He'd definitely get a million dollar launch (if not multiple ones). I could imagine an interview teaser with dane maxwell (if it hasnt happened already).

    The guy definitely lives his craft. Good stuff OP.
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    • Profile picture of the author DubDubDubDot
      Originally Posted by Lurk View Post

      He'd definitely get a million dollar launch (if not multiple ones). I could imagine an interview teaser with dane maxwell (if it hasnt happened already).
      The politics of the MMO product industry would never allow him to be a big success. The traffic is controlled by the big "gurus" and they rarely mail for anyone with actual industry experience. That would be a threat to the perceived value of their own materials.

      You mentioned Dane Maxwell of TheFoundation.com. What are the odds of him pushing TeamTreehouse.com? That's a perfect example of what I'm talking about. You just can't have people curious about TheFoundation finding out about TeamTreehouse.
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      • Profile picture of the author Lurk
        Originally Posted by DubDubDubDot View Post

        The politics of the MMO product industry would never allow him to be a big success. The traffic is controlled by the big "gurus" and they rarely mail for anyone with actual industry experience. That would be a threat to the perceived value of their own materials.

        You mentioned Dane Maxwell of TheFoundation.com. What are the odds of him pushing TeamTreehouse.com? That's a perfect example of what I'm talking about. You just can't have people curious about TheFoundation finding out about TeamTreehouse.
        Hmm, being as though launches arent what they used to be I dont see how someone like rimmer would be a threat being as though he has an actual business to run. The products would probably make them more money then they have made in the last few years with product launches. % of something is better than 100% of nothing. Just saying.

        As for Dane, honestly, I just used Dane name because I couldn't think of anyone current on my mind. Though, if I remember correctly, in the past dane has interviewed at least 3 people who aren't part of the MMO niche. One of them being Gurbaksh Chahal...the guy was making something like $250k a month at 16 if I recall correctly. Whatever the number it was impressive. Maybe, Dane has changed the interview model to just MMO types, I dont know I havent been over there in probably 2 years.
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        DONT USE TIME CARELESSLY FOR IT CANNOT BE RETRIEVED. -LURK

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  • Profile picture of the author DubDubDubDot
    Don't let his timing get lost in this discussion. The article is a testament to a business model implemented during the boom era of the internet. If this man was just getting started today his chances of success looking forward 15 years with the same business model would be slim. Yet many newbies are going to read this thread and get pumped up about starting an email-only business that is likely doomed to failure on day one.

    The real lessons here are the parts of the article that describe his core business. Especially the part stating he has been away from home half the time for the past 15 years looking for new wine to promote. How many other sellers are willing to do that, and could this tolerance for a heavy work load be the primary factor of his success?

    What are you doing for your emails (or website or videos) that few of your competitors are willing to do?
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  • Profile picture of the author absolutelee
    Incredibly cool article! I knew there was a reason I felt the need to check out the forum today! Thanks!
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  • Profile picture of the author datingworld
    Nice article and good for him
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  • Profile picture of the author Arina
    Ben Settle refers to this guy a lot in his Email players newsletter. He advocates emailing daily, being entertaining, and mentioning your product in every email.

    This approach works big time. I tested it last year for about 4 months and my sales went through the roof. Now I'm back to sending 2 emails per week and a lot of readers are disappointed and say they miss my "daily observations".

    The key here is to be entertaining, know your audience, have a sense of humor, and don't be afraid to share personal stuff. Be open and people will feel it. You create great relationships with your list as a result.
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