Grumpy Mule Christmas direct marketing campaign doubles sales - Carousel Marketing, Birmingham

Grumpy Mule, the Yorkshire-based roaster and online retailer of high quality, fresh ground or whole bean coffee, has doubled their sales of online coffee in the all-important November/December Christmas retailing period - thanks to an integrated direct marketing campaign to existing and prospective customers.

When Carousel first designed our new website, they created 'the Coffee Club', a fantastic mechanism for growing our online database of prospective customers which, together with the database of existing customers within the ecommerce section of the site, provides us with a great audience to communicate with at key times of the year.

Ian Balmforth, Managing Director of Grumpy Mule

Mark McKeever, Carousel director, explained: "We know that the response to email campaigns is even greater if they follow a postal mailing, so we mailed very cost effectively an A6 brochure of their coffee range and followed it with a series of four trackable HTML emailshots."

The campaign was very well received and succeeded in driving additional business to their online shop which resulted in a doubling of their seasonal sales.