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Gousto and Paperplanes

  • On July 23, 2020
  • In Case study

Gousto and Paperplanes

Paperplanes Helps Gousto Resurrect 11% of a Churned Customer Base


The Problem

Gousto supplies subscribers with recipe kit boxes which include ready-measured, fresh ingredients and easily followed recipe instructions. They are one of the fastest growing companies in the UK with a strong reputation for speedy service and great food.

Response from digital channels had peaked in recent months so Gousto approached Paperplanes to understand if fast, responsive and dynamically driven creative via the postal channel could make a difference for their already advanced customer journey.


The Action 

Upon scoping the size of the opportunity with Gousto it was clear that personalisation and speed of communication to the lapsed universe would be key. We wanted to entice a returning customer with meal kit inspiration for the week ahead so we created a dynamic creative link to pull in a weekly update of meals.

It was also crucial to understand the difference between offering a customer a direct discount on creative vs potentially seeing if a QR code with a pre-loaded offer could add value. As a App based business QR could turn out to be quite useful.


The Results

The campaign led to strong incremental uplift which surpassed expectations

  • 11% of churned customers returned to Gousto after receiving the automated DM.
  • Customers mailed much more likely to remain Gousto customers over a longer period than those not mailed
  • 17% meaningful incremental uplift from the campaign
  • Customers were even found to engage with QR codes, which would take directly to App or Browser to resurrect.



“We were looking for the right capability and channel to help us resurrect customers who had recently lapsed. Paperplanes integrated seamlessly with our marketing automation tools and helped us quickly learn best practice for reaching these customers. Paperplanes are a valuable partner for us to help aid our customer contact strategy.”

Head of CRM, Gousto


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Tags: Advertisement, direct mail, Marketing, personalisation, programmtic mail


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