Fashion Fixer
Fashion Fixer is a small boutique whose casual-wear clothes pack a punch. They have recently opened an e-commerce site, and are starting to sell 'special collections' which appear about four times a year.
Fashion Fixer are building up their contacts list through getting people to sign up online to their 'New Collection' newsletter (after which they send out a 'welcome' letter to confirm the 'opt-in'), and by signing up their regular shop customers.
Fashion Fixer make sure that all their customers know when a new collection is due, and when there are sales; and they offer special incentives for 'early-birds'. Their newsletters contain links to various items in their collections, so they are able to gauge the interest shown by their customers by analysing which items get the most 'clicks'. Then Fashion Fixer is able to send personalised and targeted follow-up mailouts to all the customers who have demonstrated an interest in a specific item.
St John's Wood Theatre
St John's Wood Theatre is a small theatre, with a devoted but largely local following. It runs a repertory company, and also has visiting artistes and companies (both amateur and professional) which encompass everything from children's plays and international drama to films, musicals, ballet, burlesque, circus acts, and comedy. In addition, the venue is available for hire for events such as prize-givings, and drama and dance competitions
The theatre has a full website, and an online booking service. Everyone who visits the website and/or buys a ticket is invited to sign up to receive the regular monthly newsletter. In order to keep people interested, the theatre runs competitions and has regular 'special offers' - such as 'Ladies' Nights', 'Singalong Evenings', 'Two-for-One Tickets', and 'Senior Citizens Matinees'.
St John's Wood Theatre sends out emails every month, keeping everyone up-to-date with the theatre calendar and offers.
Dorian & Gray
Dorian & Gray is a Kent-based catering company specialising in up-market dinner party and special-event catering. The changing monthly dinner-party selections are particularly popular with customers, who are kept up-to-date with a twice-monthly newsletter featuring beautifully-shot photographs of the dishes, together with tips on suitable wines, how the dishes can be customised or added to at home, and articles by leading food writers.
Despite the fact that the dinner-party selections change only once a month, each newsletter is different, and packed with interest. The second one in each month hints at the selection for the following month, therefore tempting people to book ahead and plan their dinner parties.
Dorian & Gray newsletters are personalised with customers' names, and everyone signing up to their website is encouraged to opt-in to receiving them. All customers who have used their service are also placed on the Contact Management list, and very few no longer wish to receive newsletters.