Test the effectiveness of several marketing efforts in reacquiring former club members against a business-as-usual control group.
- Mather ingested several years of sales and wine club history directly from Wine Direct.
- A statistical model was estimated to segment former wine club members for propensity to rejoin.
- Mather worked with the winery to design high quality marketing pieces highlighting the value of the club membership.
- Statistically representative test groups were identified for use in testing the effectiveness of several communication channels (email, direct mail, email+direct mail combination).