BREAKTHROUGH RESULTS
BY THE BOTTLE
Underground Cellar offers exceptional automatic wine upgrades to its members for just a modest buy-in. Business was good—but they wanted to elevate their marketing performance to match their amazing value proposition. That’s why they tapped into Anderson’s three decades of direct-to-consumer experience. We developed a pilot direct mail program driven by data modeling and paired with breakthrough creative, plus smart format testing. Soon, everyone was raising a glass to the stunning results.
Campaign Results
2.5x
ROAS within the first 30 days
-12%
customer acquisition cost
(CAC) on average
93%
lift in customer lifetime value
6×9 Direct Mail Package.
This debut campaign promoted the Underground Cellar brand in vivid detail. It also proved the efficacy of direct mail in attracting new, more educated, and affluent customers.
Self-Mailer.
In the wake of the debut DM package’s success, this more economical format still delivered great performance and a solid ROI.
Oversized Postcard.
Never satisfied with the status quo, we mailed this thrifty piece in our quest to cut cost-per-acquisition even further. It did the trick.
Dashboards.
Anderson established channel-specific key performance indicators (KPIs) with benchmarks for critical comparison. Our custom-built dashboards put everything at the client’s fingertips.
