Renwood wanted us to examine their email campaigns and determine which type of promotions had the highest impact. The promotions were split into three categories: discounts on wine and shipping, discounts on wine only, and discounts on shipping only. We also separated emails that were segmented to club members from emails targeting non-club members, as we didn’t want the data to become muddled.
Click-Through-Rate: The average click-through-rate for the different promotional campaigns are shown below. The click-through-rate was significantly higher for promotions offering a shipping and wine discount compared to just a wine discount for club members only. Campaign type did not have an impact on click-through-rate for non-club members.
Revenue Generated: Promotional emails that offered a discount to shipping and wine out-performed promotions that offered only shipping discounts and promotions that offered only wine discounts. This was true for both club and non-club members. Average order value for dual promotions were significantly higher than either shipping or wine only. Additionally, average order value for shipping promotions were significantly higher than wine promotions.