DukesHill

The Ingredients

DukesHill are a premium artisan food retailer and proud Royal Warrant Holder, specialising in traditional artisan produce and luxury food gifts delivered across the UK. With strong brand recognition and product demand, the business wanted to get ahead of familiar ecommerce challenges: customers abandoning baskets, one time buyers failing to return, and lapsed seasonal shoppers. Webmart partnered with Paperplanes to help DukesHill address these drop off points whilst preserving the premium brand experience the business is known for.

The Recipe

Webmart and Paperplanes delivered a personalised, behaviour- triggered direct mail programme targeting three distinct customer journeys: basket abandoners who had not returned within 24 hours, first time buyers at the 15 day mark to encourage a second purchase, and lapsed Christmas customers approaching their purchase anniversary. Together their data-led personalisation strategy ensured every piece reached the right customer at the right moment. Each mailing was dynamically personalised with content and offers tailored to the recipient’s cohort, and a 30 day send frequency cap was applied to protect the quality of the customer experience.

The Proof in the Pudding

The programme generated a 22.22% higher conversion rate among mailed customers compared to non-mailed customers, alongside a 1305% ROAS whereby £13.59 returned for every £1 spent. Mailed customers returned to the website 24.79% more frequently, and in one 3-month window alone (July–September 2025), 2,997 customers mailed generated £33,000 in sales at a £118 average order value. Notably, 38% of customers converted without using a discount code, demonstrating that relevance and timing were powerful enough drivers on their own.