Direct Mail Increases Conversions for DukesHill By 22%

Client

DukesHill

Services

Data

Mail

Sectors

Food & Bev

DukesHill programmatic mailing letter is laid on a wooden table. The mailer has rich imagery of their artisan hams and luxury food, with a special offer included for the recipient.

DukesHill are a premium artisan food retailer, offering a wide range of premium British produce and luxury food gifts.

Their multichannel challenge was to re-engage customers and encourage further interactions and conversions.

Webmart stepped up to the plate…

Working alongside Webmart and Paperplanes, DukesHill introduced a personalised, data-led direct mail programme designed to support key online shopper journeys.

The objective was to use targeted physical mail to re-engage high-value customers, increase online engagement and conversions, and drive incremental revenue, all while complementing existing digital activity.

The Challenge

Despite strong brand recognition and product demand, DukesHill faced several common ecommerce challenges:

High-intent customers abandoning baskets
One-time buyers not returning for a second purchase
Lapsed seasonal customers not re-engaging – particularly at Christmas

The challenge was therefore to introduce direct mail in a way that felt timely, relevant and personalised. It had to re-engage customers; showing a range of relevant products to encourage conversions while enhancing the premium DukesHill brand experience.

3 DukesHill Christmas reactivation campaign mailers

The Solution

Webmart worked alongside Paperplanes to deliver a personalised direct mail solution triggered by customer behaviour and purchase history. Three key customer journeys were targeted:

Customers who abandoned an online basket and did not return within 24 hours
Customers 15 days after their first purchase, encouraging a second order
Lapsed Christmas customers approaching their purchase anniversary

Each mailing was dynamically personalised, with content and offers tailored by customer cohort. To protect customer experience, individuals could only receive one mailing within a 30-day period.

The Results

Between 22nd May and 2nd November, the personalised direct mail programme delivered clear, measurable results.

22.22% Higher Conversion Rate

Mailed customers converted at a 22.22% higher rate than non-mailed customers and returned to the website 24.79% more frequently. Average basket value among mailed customers was 7.99% higher.

27.09% Higher Return Rate

Abandoned basket mailings generated a 27.09% higher website return rate and a 5.62% increase in average basket value.

13.25% Higher Conversion Rate

First-to-second purchase journeys delivered a 13.25% higher conversion rate and a 266.37% higher website return rate compared to non-mailed customers.

From July to September, 2,997 customers were mailed resulting in £33,000 in sales at an average order value of £118.

1305% roas

Return on ad spend reached £13.59 for every £1 spent.

38% Conversion Rate

Conversions without code.

Notably, 38% of customers converted without using a discount code, demonstrating the relevance, timing and quality of brand and communication were key drivers of performance.

And finally… this campaign picked up Bronze Mail Performance Award at the SMP‘s 2026! An incredible recognition for everyone involved.

Looking Ahead

Triggered direct mail has proven time and again to be a highly effective technique to re-engage your customers. It’s personalised, it’s tactile and its a great way to get your offers into the homes of prospects you know already like your brand.

To give personalised, programmatic direct mail a try – or to improve the performance of your existing campaigns – just click below.