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Online Drinks Retailer

  • On April 12, 2018
  • In Case study

Online Drinks Retailer

Leading online drinks retailer doubles conversion rate for abandoned basket recovery from Programmatic Direct Mail


The Problem

Paperplanes technology combines the latest digital marketing technology with one of the UK’s largest industrial printers to deliver Programmatic Direct Mail, helping businesses increase conversions and reduce customer lapses.

An award-winning online drinks retailer was looking for additional channels to supplement their abandoned basket follow up process typically delivered via email and online display. The company partnered with Paperplanes to build a strategic solution to reduce the rate of abandoned baskets, and in turn, increase conversions on the e-commerce website.


The Solution

Paperplanes worked with the drinks retailer to create a personalised, relevant campaign targeting individual customers who abandoned a virtual basket. A personalised letter was dynamically generated that featured information and images of the basket items with an on-brand message to encourage the customer to go back online to complete their purchase. To help increase conversions and awareness, discounts were offered to the individuals on their abandoned basket, as well as a referral discount for their friends.

The highly individualised letters were triggered from tags implemented on the website; automatically generating a letter each time a customer abandoned a basket.

The creative was made up of a double sided A4 letter and C5 envelope, both of which were personalised to feature each individual’s basket, supported by the coupons on the reverse side of the letter and the outside of the envelope.


The Results

Early stage results from the programmatic direct mail campaign showed a significant increase in engagement levels and conversion rates. For the e-commerce business, the personalised, tangible mail campaign drove engagement rates of over 28% with a conversion rate of 14%, compared to average conversion rates of around 6% from digital marketing activities.

Additionally, Paperplanes provided valuable insight at the product category and brand level that uncovered online trends such as most popular products and brands, as well as the products and brands with the highest abandonment rates.

Gin in particular seemed to benefit from exposure, with over 50% of people sent a direct mail going on to complete a purchase for a gin product. The analytics also showed that their premium brands were seeing the highest purchase levels, whereas items like Tequila were seeing less engagement from the controlled and mailed groups.

These findings will shape upcoming strategies and campaign implementations on how to increase conversions on the lower performing brands and cross sell other top performing products.


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