The Checkup
Zava Med is a UK regulated online doctor and pharmacy service that has served over 7 million consultations since 2011, offering treatments for sexual health, weight loss, and general wellness.
With their clinician led and pharmacist approved model, the business needed a way to re-engage customers who had either abandoned their checkout journey or lapsed from regular ordering. The challenge was to convert these high intent but disengaged audiences through a channel that can cut through digital overwhelm.
The Remedy
Paperplanes launched a triggered direct mail programme, using personalised A4 mailers across three distinct audience cohorts: abandoned basket, churn, and winback.
Each mailer showed dynamic content tailored to the recipient’s stage in the customer journey, with personalised discount incentives and a QR code driving recipients back online.
Data from the Mailer API guaranteed a frequency cap in order to ensure no customer received more than one mailing every 30 days.
The Results Are In
The abandoned basket cohort delivered particularly impressive results, with a 14.1% higher conversion and a 21.2% uplift in average basket value compared to non-mailed customers.
Across the total 19,190 letters that were triggered, mailed customers converted at a rate 3.6% higher than the non-mailed control group overall.
The programme also achieved a ROAS of £36.30 for every £1 spent and a response rate of 14.4%, some 336.4% above the JICMail industry standard benchmark.
