Mailshots Online - Malmesbury Syrups case study

Artisan syrup producer Malmesbury Syrups already sold syrups for flavouring coffee, milkshakes and gourmet cooking to premium retailers such as Selfridges, John Lewis and Waitrose, but spotted a new target market in the UK's coffee shops.

The company founder, John Taylerson, had tried advertising on Facebook and Google Adwords to reach this new target audience, but was finding it difficult to measure its effectiveness in creating new custom, so he turned to direct mail.

John used Royal Mail's Mailshots Online service, which designs a mailing once you have chosen a format, and uploaded an image, the company logo and text. He targeted 200 coffee shops in selected towns and experienced a response rate of around 3%. It proved to be a cost-effective way for a small company to create a customised piece of business-to-business direct mail.