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Limited direct sales by email

Paul Ullrich

Find out how mastered limited direct sales by email to offer an exclusive whisky edition only to selected customers. This example demonstrates how targeted email marketing combined with innovative sales strategies can create an unrivalled shopping experience.


Wine and spirits retailer was faced with the challenge of marketing a special limited edition whisky directly and exclusively via email. Limited direct sales by email was chosen as the exclusive sales channel to establish a personalised and efficient sales process, bypass the traditional online shop, attract new subscribers and strengthen customer loyalty.


The main challenge of limited direct sales by email was to market a limited number of exclusive products while ensuring a fast and smooth transaction via email communication, positioning the offer as exclusive and strengthening customer loyalty.


Working closely with, mailix developed an innovative email marketing strategy for limited direct sales by email, including an interactive email that not only informed customers of the exclusive offer, but also gave them the opportunity to order directly from the email. A key element was the real-time availability counter, which displayed the actual quantity available for email clients with real-time CSS support, emphasising the urgency of the offer and encouraging a quick purchase. For email clients without real-time CSS support, a fallback mechanism was used to indicate availability or shortage with a green or red traffic light to ensure optimal display on all devices. This attractive and functional email design resulted in an efficient and direct sales process that increased customer satisfaction and brand loyalty.

KPIs / Benefits

  • Limited edition sold out in just 1.5 hours
  • Increase customer loyalty through direct and personalised contact
  • Increase the attractiveness and response rate of the newsletter
  • Increase efficiency by eliminating the traditional ordering process
  • Create an exclusive brand experience
  • Generation of new newsletter subscribers, as the exclusivity of the order was also announced on the website.
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