We mailed out 6,000 personalised letters made of the finest milk chocolate we could find. The letter explains how engaging the senses can create more emotional and therefore more profitable connections with customers.

We also gave them another treat – a bespoke edition of the quarterly DM showcase, the Directory, with loads of examples of sensory marketing. To complete the sensory experience, we even gave our version of the Directory a heat-sensitive cover.

The full financial results of the campaign will be measured over a 12 month period. However, initial qualitative results show that as a result of the mailing 80% of recipients recalled the chocolate letter, 75% agreed that Direct Mail can help build brands and 75% had taken some action.