Media Centre and Paperplanes

  • On June 10, 2020
  • In Case study and Paperplanes

Paperplanes recovers 17% of all abandoned carts for e-commerce gardening business YouGarden at a crucial period for sales


The Problem

You Garden is an online garden centre offering great value for money. They enable the nation to grow their own fruit and vegetables as well as offering flowering plants delivered directly to your door by post.

The Action

You Garden were interested to see if integrating direct mail basket follow up into the customer journey could drive any incremental value as well as other automation strategies via post.

What started as an initial three month pilot quickly progressed to a longer-term engagement. Paperplanes worked with You Garden to understand the right time to trigger automated post, how to refine Club membership strategy, the uplift driven from Catalogue Requests as well as introducing new areas to test such as surprise and delight and category browse follow up.

The results

Results led the way to more testing and strong sales recovery

  • 17% customers mailed went onto make a first conversion
  • £20k of incremental sales uplift was created in the pilot phase.
  • Paperplanes insight showed the incremental value created. The campaign returned £4 for every £1 invested. Only 1 in 4 converters used a voucher code.



Paperplanes went from supporting us with our abandoned baskets to running a substantial part of our direct mail marketing channel. The insights provided allowed us to understand customers in further detail. The flexibility of creative allowed us to personalise output to a granular level. I would recommend them to anyone.

Head of Marketing, You Garden




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