Contact Relationship Management
Seth Godin in his book 'Permission Marketing' describes the customer relationship in terms of dating. You can't just walk into a bar, spot the prettiest girl, and ask her to marry you. You goal is to get the first date. The goal of the first date is to get a second date. The goal from there is to start to build a relationship, and over time grow that relationship.
The same story applies to your e-commerce customers. It's very hard to ask a user who knows nothing about your product or brand to join your wine club.
The goal of contact relationship management is to obtain a complete view of your contacts, and their activity on your website. Market to them based on where they are at in the buying process, based on their preferences, and based on their habits.
