Case Study: Naked Wines achieves a 7% increase in repeat orders with Lob's direct-mail loyalty solution

Innovative wine club increases repeat orders by 7% through direct mail-based loyalty campaigns

Naked Wines is a customer-funded wine club whose “Angels” finance independent winemakers and buy wines at wholesale prices. Facing the need to better educate new customers about the membership benefits and drive regular repeat purchases, Naked Wines partnered with Lob to deploy direct-mail communications—welcome postcards and account-statement letters—targeted to different stages of the customer journey.

Lob implemented targeted direct-mail campaigns signed by senior winemakers and A/B tested multiple designs and copy to optimize conversions. The Lob-driven program increased repeat orders by 7%, improved retention and decreased attrition, delivering measurable lift across Naked Wines’ business.

Naked Wines

Benjamin Pack

Naked Wines