The Age-Old Problem
Youth and Earth specialises in premium anti-ageing supplements, with their V14 product facing basket abandonment challenges at the final stage of the purchase journey. Digital remarketing alone wasn’t effectively recovering these potential sales, leaving a substantial revenue opportunity untapped. Time-sensitive recovery of these high-value abandoned baskets was identified as a key opportunity for growth in their premium supplement line.
Turning Back Time
Paperplanes developed a personalised direct mail strategy with two distinct offers: a 30% discount and a free V14 bottle promotion for customers who abandoned baskets with no return within 24 hours. The campaign ran throughout February 2025, automatically triggering high-quality physical mailers when abandonment criteria were met. Each piece was carefully designed to maintain Youth and Earth’s premium brand positioning while creating urgency around the limited-time offers.
Youthful Returns
Mailed customers were 20.6% more likely to convert than the non-mailed cohort, with conversion rates of 22.1% versus 14.9% demonstrating the campaign’s success. Website return rates showed even more dramatic improvement with mailed customers returning at 30.71% compared to just 16.13% for the control group. Additionally, 23.26% of converted direct mail recipients made two or more purchases, indicating our strategy fostered longer-term customer value and loyalty.
