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Home / Measuring Results / Case Study #2 - Salvage Program

Measuring Results

Typical results as measured by Ventriloquist clients.

Ventriloquist Case Study # 2

Salvage Program

Overview
One of the largest membership organizations in the US tested the impact of twinning Ventriloquist with a salvage mailing versus a mail alone program. The objective of the salvage program was to target former members to incite them to rejoin the organization. Ventriloquist received a list of 33,652 randomly selected former members, while the control group included 62,222 former members.

Results
Of those that received only the Direct Mail (DM) (62,222), 1,400 renewed their membership for a total response to the DM alone of 2.25%. Among those that used a Ventriloquist message and DM (33,662), 1,357 renewed their membership for a total response of 4.03% -- a 79% lift in reacquisition rate.

Case for Salvage Program Results Graph
Highlights of the Campaign when using Ventriloquist
  1. 79% lift in reacquisition rate for lapsed members. In addition there is the further lifetime value of the reacquisition.
  2. Ventriloquist increased response rate by 1.78% and only added 12% to the total acquisition cost per member. Significantly less than the original acquisition cost per member.

TWINNING VENTRILOQUIST WITH A SALVAGE DM PIECE DELIVERED SPECTACULAR RESULTS. CONSEQUENTLY, WE HAVE MANY MORE CLIENTS USING US IN THIS MANNER