When adding extra elements of personalisation in the mailings, BIGDUG saw a 30-75% sales performance uplift.
The Context
BiGDUG offers everything from Shelving and Racking, to Workplace Products and Packing. They’re also known for offering the best quality storage and shelving products at the most competitive price with impeccable customer service. BiGDUG had already partnered with Paperplanes achieving good results by sending automated programmatic mail. They were interested to see if adding extra elements of personalisation to mail could help them achieve an increase in customer engagement online and in conversion rates.
The Action
BiGDUG, PSE and Paperplanes managed to implement personalisation using a machine learning algorithm. This was able to identify customers who had been browsing products on Big Dug’s website but hadn’t gone through with the purchase, and then make personalised recommendations.
The A/B test that was conducted compared non- personalised versus personalised mail results and was a pivotal point of the campaign, as it underlined the impact that personalisation can have on conversion rates.
The Results
The insights were impressive and confirmed the importance of personalisation.
- A 20% increase website traffic was registered as a result of added personalisation in A4 mailings
- 30-75% improved sales performance when personalisation was added
Even businesses’ performance increased as a result of personalisation
- The abandoned basket campaign that included personalisation registered a 10.3% conversion rate against the already strong 7% of the non-personalised
Testimonial
“Having already had a successful partnership with Paperplanes in place, we wanted to explore how adding extra personalisation to the mailings could help us achieve higher engagement and conversion rates.
The A/B test conducted made us understand how personalisation could make a difference and we saw some impressive results. No one would have expected an almost 50% uplift in conversion rate after the success of the first campaign, which was quite frankly astonishing.
Furthermore, thanks to the extra personalisation added in the mail we were able to register a 20% increase in website traffic.
As we sell to both B2B and B2C customers, we were really interested to see how Paperplanes were able to adapt our mail to suit both customer bases and their requirements and provide accurate and insightful reporting for both of these customer types.”
Head of Marketing, BiGDUG
No one would have expected an almost 50% uplift in conversion rate after the success of the first campaign, which was quite frankly astonishing.
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