20X
ROAS
Pets Love Fresh
Food For Thought
Pets Love Fresh, a leading provider of fresh, tailored dog food, sought additional strategies to re-engage their audience. The brand worked with Paperplanes to re-incentivise previous customers through automations such as abandon and a targeted win-back campaign, focusing on those who had lapsed subscriptions or paused orders, while exploring additional opportunities in marketing automation to boost retention.
A Walk In The Park
Paperplanes designed a personalised, campaign targeting individual customers with tailored follow-up content. The campaign included discounted incentives to encourage reactivation and featured QR codes for seamless navigation back to the subscription process. Messaging and creative elements were optimised through A/B testing to maximise engagement.
Best In Show
The combination of multiple campaigns carefully selected by the specialists at Paperplanes resulted in impressive returns with a 27% conversion rate on next best purchase campaigns. On average, we were able to drive £20 for every £1 invested across our campaigns. Our Subscription Upsell campaign was particularly successful, achieving a standout 49% conversion rate.
11%
Customer reactivation through personalised automated direct mail
“Direct mail allowed us to deliver tailored messages that resonated with our audience and drove conversions”
Josh Jenkinson, COO
59%
Conversion Rate Increase
Omni
The Hurdle
Omni is a pet wellness brand specialising in allergy-friendly food, supplements and treats for dogs. Looking to enhance their subscription and one-time purchase flows, they partnered with Paperplanes to implement programmatic direct mail campaigns focused on customer acquisition and retention across multiple touchpoints.
Taking The Lead
We developed targeted campaigns for specific customer segments, from abandoned basket recovery at 24 hours to cross-sell opportunities at 23-26 days post-purchase. Our approach integrated with both subscription and one-time purchase flows, using personalised messaging to educate customers about vegan pet nutrition while driving conversions through timely communications.
A Smoother Walk Ahead
The results demonstrated significant improvements across all metrics. Mailed customers were 58.8% more likely to convert than non-mailed cohorts, with an 8.23% higher average basket value. Website engagement improved substantially, with mailed customers 52.1% more likely to return to the site. The impact extended to repeat purchases, with 11.27% of mailed converted customers making two or more purchases.
11%
Customer reactivation through personalised automated direct mail
‘’Achieving a high conversion rate and stronger basket values proves the power of Paperplanes approach to well-timed physical communications”
Olly Johnson, Strategic Growth Advisor
10.37%
Conversion rate across all campaigns
Yorkshire Handmade Pies
An Appetite for Growth
Yorkshire Handmade Pies is a family-run producer of traditional pies made by hand, and sold directly to consumers through its Shopify store. Whilst the business had built a loyal customer base, it looked to reinforce dedicated purchasing behaviour and drive commitment to subscriptions. For this, the brand looked for a a noteable and impactful channel capable of winning the attention of occasional buyers.
The Method to It
Paperplanes and Webmart partnered to execute four trigger-based postal campaigns. With Paperplanes integrating directly with the Yorkshire Handmade Pies Shopify checkout, they were able to trigger abandoned basket mailers for new and existing customers, post second order subscription nudges, plus winback campaigns targeting customers absent for 60 or more days. Each campaign sent out personalised A4 mailers in C5 envelopes featuring personalised content, product imagery, loyalty rewards messaging, and tailored discount codes. A frequency cap was also put in place, ensuring no customer received more than one mailing every 30 days.
A Slice of Success
Across the measured period, the campaigns achieved a 10.37% conversion rate and a ROAS of £6.44 for every £1 spent, with basket values averaging at £56. The mailed cohort outperformed the control group across all four campaigns, with conversion rate uplifts ranging from 16.0% for existing basket abandoners to 136.8% for the post second order cohort. The overall response rate surpassed the JICMail industry benchmark by 220%, demonstrating the impact of personalised postal marketing within Yorkshire Handmade Pies’ customer retention strategy.
11%
Customer reactivation through personalised automated direct mail
“Paperplanes and Webmart’s execution and results gave us real confidence in direct mail as a growth channel.”
Yorkshire Handmade Pies