Omni

The Hurdle

Omni is a pet wellness brand specialising in allergy-friendly food, supplements and treats for dogs. Looking to enhance their subscription and one-time purchase flows, they partnered with Paperplanes to implement programmatic direct mail campaigns focused on customer acquisition and retention across multiple touchpoints.

Taking The Lead

We developed targeted campaigns for specific customer segments, from abandoned basket recovery at 24 hours to cross-sell opportunities at 23-26 days post-purchase. Our approach integrated with both subscription and one-time purchase flows, using personalised messaging to educate customers about vegan pet nutrition while driving conversions through timely communications.

A Smoother Walk Ahead

The results demonstrated significant improvements across all metrics. Mailed customers were 58.8% more likely to convert than non-mailed cohorts, with an 8.23% higher average basket value.  Website engagement improved substantially, with mailed customers 52.1% more likely to return to the site. The impact extended to repeat purchases, with 11.27% of mailed converted customers making two or more purchases.