Do Less. Sell More this OND. Here’s How

Image Credit: Tanya Barrow

More outreach isn't the goal. Better outreach is.

That's the thread that ran through our webinar last week on how to explode e-commerce sales in October, November and December. It’s stuck with me all week.

We were joined by Tracy Chastain (Wine Club Manager at Testarossa Winery) and Susan Zavatto, Manager of DTC Experience at Justin Vineyards, Landmark Vineyards and Lewis Cellars.

Here's what they said that stood out the most:

Don’t rush the data foundation. 

Before trusting a single report, Tracy dug into why Testarossa's data looked off. When all the data groundwork was resolved, correct, and well-understood, the data became something her whole team could stand behind.

Segment tightly instead of broadly. 

Susan's focus is corporate gifting. Her database starts at roughly two hundred thousand records but her final gifting target list, is small enough to hand-curate. She recalled a phone campaign that reached 1,500 people and landed two small sales. The lesson wasn't to call more people. It was to call the right people.

Match the channel and message to the customer. 

Tracy uses predicted-visitor lists and fatigue-risk filters, so outreach feels considerate, not relentless. Susan tailors messaging by audience, sometimes reaching for direct mail over email for her highest-value targets.

None of this is about doing more. It's about doing less, more precisely. So the wine gets in front of the people most likely to buy it.

If you missed the live session, the recording is available here.

Thank you, as always, for reading –

Cathy