case study #4: Tamar Ridge Wines

Mailed to an extensive database, developed by Tamar Ridge Wines over a number of years, the Gold Club Members direct mail piece has been developed by at+m integrated marketing to invite customers to join the Gold Club for discounted wines, information and industry news.

This specific project does not rely on any gimmicks or lavish claims, it uses the basic principles of direct mail - send a well written and personalised cover letter, along with an attractive offer from a strong and reputable brand, to the right customer.

Although the industry standard for direct mail is a response rate of 2.5%, at+m integrated marketing is consistently achieving response rates of between 7% and 15%. This percentage represents a premium return on investment for any business.

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