Through the Grapevine
E-mail newsletter has owners tasting profits.
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Communication is key in maintaining customer relations, andtechnology can only help, as Tom Natoci of CloverLeaf FineWine & Spirits in Southfield, Michigan, learned. Whenmanager Putnam Weekley approached Natoci, one of the store'sfive owners, with the idea of sending out weekly e-mailnewsletters, his response was enthusiastic.
A customer who worked in Web design helped create a format forthe company to send out e-newsletters. Placing sign-up forms by thestore register for interested customers, Weekley began with 30addresses; a year and a half later, that figure has hit 900.Initially featuring only wines that had received press, werediscounted or were well-known brands, the newsletters have sincebranched out to cover a wider range of wine topics.
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