Garden Growth Gaps
YouGarden, a leading online garden retailer, was experiencing significant revenue loss through abandoned baskets during the pre-spring purchasing season. Their remarketing strategies weren’t effectively recovering these lost opportunities, with customers becoming increasingly unresponsive to email campaigns. They needed a solution that would cut through digital noise and re-engage potential customers who had shown interest but not completed purchases.
Flourishing figures
Paperplanes implemented a targeted direct mail strategy with percentage-based discount offers (10% and 12%) sent to customers who had abandoned baskets 35 hours prior. The campaign was carefully timed to coincide with the early spring planning season when gardening purchase intent is highest. We also created specialised mailings for their Discount Club members highlighting membership benefits and auto-renewal information, seamlessly integrating with their loyalty program.
Harvest of success
The results demonstrated remarkable improvement, with overall abandoned basket conversion rates reaching 21.4%. This represented a 54.39% increase in conversions compared to the previous period (November & December: 11.4% vs January & February: 17.6%). The campaign achieved an impressive 13.43x ROAS, with the highest-performing segment delivering 17.86x return. Website return rates also increased by 54.26%, demonstrating direct mail’s effectiveness in re-engaging customers.
