McWilliams Wines
Customer Profile
Based in New South Wales, McWilliams is one of Australia's largest and most highly regarded family-owned wine companies, with six generations of award-winning winemaking experience.
Situation
Though marketing campaigns were being carried out, the results were largely unknown. The team at McWilliams Wine needed an automated system for tallying and storing the results of their offers and newsletters.
As Greg West, Sales & Promotions Manager stated, How often do you send out a newsletter and have no idea of the 'real cost' or the response to your offers? I couldn't look back over the past few years and see what campaign had worked for us.
Solution
Client Connect Pro (CCPro™) database connection software from Spectrax provided a response tracking system while efficiently organizing the mailing list.
Benefits
A mail drop of 3500 customers was tracked and costed and the results were amazing. For the first time we had all the data, giving us highly detailed information on each client and, more importantly, the promotion. It turned out that 3500 clients generated $85,000 worth of business, with an amazing 12 percent response rate, unheard of in the direct mail business. We are now proactively gathering e-mail addresses and can e-mail all our clients once a month with a click of button,
continues West.