Mailshots Online - Denby Pottery direct mail case study

Discontinued lines are an important sales opportunity for Denby Pottery. Collectors are keen to know when the company's product ranges are coming to an end so they can stock up on their favourite crockery, while the company gets a final sales push - and a chance to find out if it's worth reinstating a range.

Denby found that the quickest and most cost-effective way to tell customers about closing lines was to send a postcard using Royal Mail's Mailshots Online service. Choosing from pre-designed templates, the product manager wrote the details of the relevant ranges, uploaded the customer contact details, then sent them electronically to Royal Mail's specialist printer.

Including a special code on the cards enabled Denby to track responses to the mailshot - over 150 orders so far - and the campaign has been stored for repeat mailings.