Case Study: Winery Company boosts wine club reacquisition by 43% with Mather Economics

Winery Company - Customer Case Study

Mather Economics worked with Winery Company, a winery in Paso Robles, CA, to test ways to win back former wine club members. The winery wanted to compare several marketing approaches against a business-as-usual control group to see which would most effectively drive former members to rejoin.

Mather Economics ingested sales and wine club history from Wine Direct, built a propensity model to segment former members, and helped design targeted marketing pieces for email and direct mail campaigns. The combined reacquisition rate for the incremental communications was 1.84% versus 1.29% for the control group, a 43% improvement, with postcard direct mail followed by email performing especially well.