1305%
ROAS
DukesHill
The Ingredients
DukesHill are a premium artisan food retailer and proud Royal Warrant Holder, specialising in traditional artisan produce and luxury food gifts delivered across the UK. With strong brand recognition and product demand, the business wanted to get ahead of familiar ecommerce challenges: customers abandoning baskets, one time buyers failing to return, and lapsed seasonal shoppers. Webmart partnered with Paperplanes to help DukesHill address these drop off points whilst preserving the premium brand experience the business is known for.
The Recipe
Webmart and Paperplanes delivered a personalised, behaviour- triggered direct mail programme targeting three distinct customer journeys: basket abandoners who had not returned within 24 hours, first time buyers at the 15 day mark to encourage a second purchase, and lapsed Christmas customers approaching their purchase anniversary. Together their data-led personalisation strategy ensured every piece reached the right customer at the right moment. Each mailing was dynamically personalised with content and offers tailored to the recipient’s cohort, and a 30 day send frequency cap was applied to protect the quality of the customer experience.
The Proof in the Pudding
The programme generated a 22.22% higher conversion rate among mailed customers compared to non-mailed customers, alongside a 1305% ROAS whereby £13.59 returned for every £1 spent. Mailed customers returned to the website 24.79% more frequently, and in one 3-month window alone (July–September 2025), 2,997 customers mailed generated £33,000 in sales at a £118 average order value. Notably, 38% of customers converted without using a discount code, demonstrating that relevance and timing were powerful enough drivers on their own.
11%
Customer reactivation through personalised automated direct mail
37%
Uplift in Sales
Benefit
Mirror, Mirror
Leading women’s cosmetics brand, Benefit, teamed up with Paperplanes and Royal Mail Marketreach to implement a direct mail campaign focused on increasing online sales conversions for their eyebrow products. The beauty brand had noted a high volume of visitors who were only browsing products online, opening up an opportunity to target customers when they engaged but did not purchase. With a growing range of eyebrow products being introduced, the cosmetic company wanted to focus specifically on increasing conversions within their eyebrow range.
Getting Ready
Paperplanes teamed up with Benefit to programmatically trigger personalised letters to to customers that browsed eyebrow products on their website, but didn’t make a purchase. The letters were designed to encourage customers to complete a purchase on the exact product they viewed, promoting free delivery for the customer to strengthen conversions. Unique shipping codes were applied to each letter to track and monitor performance. The creatives comprised of a double-sided, full-colour print A4 letter and C5 envelope with elements of personalisation across both to enable maximum impact with the customer on delivery through instant brand recognition.
The Perfect Look
Mid campaign results revealed a 37% uplift in sales of eyebrow products online, with an average customer value of over £40. Results from the campaign also revealed that engagement levels had risen to over 28%. Marketreach research has previously indicated a piece of direct mail will stay present in a customer’s home for an average of 17 days. Initial findings from this campaign have built further on that insight, with the majority of customers targeted converting 2 to 16 days after receiving the mailing.
11%
Customer reactivation through personalised automated direct mail
“The team at Paperplanes have been helpful and supportive to ensure we had a smooth sailing launch. Mid way through our campaign we are happy to see some positive results comes through.”
CRM Manager, Benefit