Propack helped boost response rates for Virgin Wines by using targeted mailings and tracking discount codes based on customer purchase history.
Personalised suggestions and discount codes made it easy to measure campaign success and drive orders.
The campaign was so successful that it became a regular monthly mailing, consistently boosting average order value.
Background
Our client, a well-established UK online wine retailer, doesn’t rely on traditional retail units where customers can browse. Instead, they use Direct Mail and targeted advertising to get their products into customers’ homes.
Propack stepped in with a few suggestions to improve their Direct Mail efforts. We aimed to increase response rates by using their customer data more effectively, making sure the right products reached the right people.
What We Did
- We performed an audit of the data collected by Virgin Wines, specifically looking at their customers’ buying history to create more targeted mailing lists.
- A new mailing campaign was developed, making personalised wine suggestions to customers based on their previous purchases.
- We included discount codes that could be tracked, allowing us to measure the success of the campaign and customer activity.
Overview – Targeted Advertising Success
The new mailing was a huge hit, significantly boosting the average order value (AOV) in its first month. This success led Virgin Wines to turn the campaign into a regular monthly mailing, which also distributes information about sales and discounts.
The entire mailing was printed, fulfilled, hand-assembled, and dispatched in record time. The campaign was a big success, leading to numerous car sales during the launch stages.
