David runs a paper merchants.
Every fortnight he uses emailshot to email a product update to his customer list. After two months he settles down in his Berkshire office to examine the results.

Immediately, he can see that around 5% of recipients have been deleting their emails unread. So he gets his sales force to contact them individually – they might want the information in a different way. Or they could have changed jobs, necessitating an update to the mailing list.

Interestingly, he spots that many of the customers who buy luxury writing paper are clicking through for more information on glossy pink card – a high margin product.

A quick check reveals that this interest hasn’t necessarily converted into sales. So he puts together a special offer – a 10% discount when purchasing both writing paper and pink card – and sends it off to these people only.

One email later and he’s got several new orders – and hopefully many more to come.