OTTY: 4.5% incremental conversion in sales created

OTTY offers customers high-quality mattresses and sleeping accessories to aid a good nights sleep. The OTTY Original Hybrid includes five innovative layers.

OTTY were interested to see if the utilisation of direct mail as part of their customer contact strategy could drive any incremental sales. We were also interested to see if a free shipping incentive would drive a stronger performance than creative without an offer but focused on social proofing (ratings and reviews).

Paperplanes and OTTY partnered to identify the right creative and technical strategy to generate the incremental sales required. What started as an A/B test on abandoned basket, rolled into recommendations for incentivised second purchase to grow customers’ overall basket spend and a last chance follow up mailing to stimulate even stronger sales.

4.5% incremental conversion in sales created

• Browsers 30% more likely to return to site after mailing
• Average basket value for mailed group 20% higher than a standard completed basket.
• ROI 7 times stronger than initial investment for abandoned basket even before further methods for optimisation explored.
• Copy makes a difference! The creative with trust pilot reviews and softer tone performed better than discount variant with a more direct reference to items abandoned.

“I was interested to see if direct mail could actually measure up against our advanced social media and paid search strategies. Having seen the way Paperplanes operates and the results they generated I now have confidence that the postal channel can make a difference. Especially when creative is optimised utilising the insight Paperplanes provides.”

Head of Marketing, OTTY Sleep

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