Biscuiteers Partnership Highlights the Importance of A/B Testing with Automated Direct Mail
Biscuiteers Partnership Highlights the Importance of A/B Testing with Automated Direct Mail
Context:
The UK’s original hand-iced biscuit company, Biscuiteers, sought to increase customer engagement and boost conversions with a creative marketing approach. Together with Paperplanes, they started an automated direct mail pilot programme. The main objective was to send out personalised, tangible media to customers who had already made a purchase but hadn't visited the website within a predetermined window of time. The company also aimed to create a post first shop campaign to reduce the time taken to convert a second purchase.
In addition to the targeted approach, Biscuiteers and Paperplanes understood the value of using the full real estate available in the creative of the A4 mailer format to maximise content and personalisation. This strategy was shaped by the results of the pilot project. Biscuiteers sought to further improve cut through by highlighting unique benefits and featured products on the back of the mailer. . The knowledge gathered from the preliminary experiments made it possible to place content much more precisely, ensuring that every automated direct mail piece had a personalised touch that connected with the recipient. This creative use of the A4 mailer format was intended to increase average order value and drive additional conversions, in addition to reigniting interest in lapsed customers.
Action:
In the analytical period, Biscuiteers and Paperplanes triggered thousands of relevant personalised DM comms to consumers in a highly targeted and data driven manner. The campaign targeted customers who had previously purchased but hadn't returned, as well as those who recently made their first purchase. Key metrics were tracked to measure the effectiveness of the programmatic direct mail approach.
10% of participants in the initial test went back to the website and a 7% conversion rate was achieved with the ideal time to convert being determined to be 18 days. The rate of repeat purchases were significantly higher at 19%, indicating the DM creates a long lasting impact than just the initial response.
In the second test, engagement of the audience was marginally better with 10.2% of recipients visiting the website. Compared to the first test, the conversion rate slightly dropped to 6.5% but there was also a reduction in the conversion window to 15 days. The rate of repeat purchases stayed stable at 19%, indicating that customers remained loyal. There was also a minor increase in the average basket value. These findings offer insightful information that can be used to improve future tactics aimed at raising conversion rates and customer retention.
Results:
For Biscuiteers, the programmatic direct mail campaign produced encouraging outcomes:
- Both tests showed that a sizable portion of users went back to the website straight after receiving customised mail.
- The rate of repeat purchases stayed steady at 19%, demonstrating how well the targeted approach fostered customer loyalty.
- The best moment to convert was monitored, offering insightful information about when to make follow-up purchases.
- The average basket values were encouraging for both tests, with small variations.
- The 6.5% and 7% conversion rates demonstrated a favourable influence on total conversions.
For Biscuiteers, a clever use of the back of the A4 letter format changed everything:
Improved Personalisation: The extra room at the back allowed for more thorough and customised content, which improved the relationship with customers.
Enhanced Conversions: Based on the information gathered from the first tests, content placement was optimised, leading to a notable 1.5% rise in conversion rates between the first and second tests.
Increased Average Basket Spend: In the second test, the average basket value increased, thanks in part to the personalised and interesting content on the mailer's reverse. This demonstrated how well-planned use of the available space could lead to higher transaction values.
In addition to showcasing the transformative potential of programmatic direct mail, this strategic approach also highlighted the additional conversion and basket spend opportunities that could be attained by carefully placing content on the A4 mailer format. The findings highlight how crucial it is to make the most of all available space to establish a more impactful and individualised channel of communication with your clients.
As a result of the pilot’s success, the decision was made by Biscuiteers to further improve the customer experience, as a result of the pilot project's success. They wanted to highlight special product benefits on the back of the mailer so that every automated direct mail piece had a truly personalised touch that appealed to the recipients. This innovative use of the A4 format aimed to revive interest from lapsed customers, in addition to increasing average conversions and generating extra sales. Programmatic direct mail's transformative potential was demonstrated, with a focus on content placement on A4 mailers to increase conversion and basket spend.
Testimonial
"The collaboration with Paperplanes for programmatic direct mail has been invaluable to help refine our marketing strategy at Biscuiteers. The personalised approach not only brought customers back to our website but also contributed to a significant increase in conversions. We look forward to further exploring the potential of programmatic direct mail in enhancing customer engagement and driving business success."*
- CRM, Biscuiteers
Successful Personalisation at Product Level in Direct Mail 2024
Personalisation at Product Level in Direct Mail
In the dynamic field of marketing, customer engagement has been found to be significantly influenced by personalisation. Personalisation plays a critical role in direct mail as businesses look to build meaningful relationships with their target audience. In this blog, we explore the transformative power of personalisation at the product level and show how it can customise the entire customer experience in addition to addressing the recipient by name. Paperplanes is at the forefront of this innovation, revolutionising how companies use cutting-edge technology to engage with their audience.
Product-level personalisation is revolutionary, not just a trendy term (don’t worry, there’s no need to open up Urban Dictionary). Businesses can improve relevance, increase customer satisfaction, and achieve higher conversion rates by customising direct mail at the product level. Imagine getting a mailer that speaks to your interests and preferences directly, promoting goods or services that will fit in perfectly. A more significant relationship between the brand and its customers is facilitated by this degree of personalisation. Product-level personalisation has proven to have potential benefits, as demonstrated by its successful implementation in a number of industries.
Despite the obvious advantages, businesses frequently struggle to implement successful personalisation strategies, particularly when it comes to product level personalisation. A generic, impersonalised direct mail piece has a chance of being disregarded in the current competitive environment. Comprehending these obstacles is essential to developing a customised strategy that connects with the target audience.
Paperplanes distinguishes itself with cutting-edge technology that blends in perfectly with the customisation process. Incorporating advanced algorithms and artificial intelligence technologies facilitates a comprehensive comprehension of customer preferences, thereby enabling product-level customisation that surpasses superficial personalisation.
Beyond simply referring to the recipient by name, At Paperplanes, we create a customer experience fit for the wizarding community. Our automated direct mail can create a customised, magical experience for every recipient, akin to receiving a personalised Hogwarts letter.
Our emphasis on data-driven personalisation is essential to its success. The platform continually refines and improves personalisation efforts by gathering, analysing, and utilising first party cookies. Every interaction is guaranteed to be not only personalised but also grounded in real-time insights into the behaviour and preferences of the customer thanks to this data-centric approach.
At Paperplanes, we provide a wide range of customisation choices, including personalised recommendations, customised offers, and dynamic content. Because of its adaptability, companies can design attention-grabbing direct mail campaigns that appeal to their target market. Our capacity to scale personalisation effectively, even for massive direct mail campaigns, is one of our distinguishing characteristics. Comparing the technology to traditional methods, it streamlines the process and saves money and time.
We are at the forefront of new trends as the personalisation landscape changes. Businesses can continue to take advantage of the newest advancements in the industry because the platform is built to adapt and stay ahead of the curve.
Within the ever-changing realm of direct mail marketing, we are a shining example of innovation. Using cutting-edge technology, emphasising data-driven insights, and focusing on providing unmatched customer experiences set Paperplanes apart as a pioneer in product-level personalisation. We provide a tried-and-true, best-in-class way for companies looking to forge deeper connections with their target audience through direct mail campaigns.
In automated direct mail, product personalisation is essential for increasing basket values for companies. Through customisation of promotional materials based on personal preferences and past purchases, businesses can offer their customers a more relevant and engaging online shopping experience. Personalised product recommendations, special offers, and dynamic content based on the recipient's previous interactions with the brand can all be seamlessly integrated with automated direct mail. Customers are therefore more likely to discover goods that speak to their needs and interests, which increases the value of their baskets as they are persuaded to add more goods to it. Presenting a carefully chosen assortment of goods via customised direct mail raises the perceived value of the offerings in addition to encouraging customers to make bigger, more fulfilling purchases by improving the overall shopping experience.
Personalisation at the product level in automated direct mail greatly boosts conversion rates in addition to increasing basket values. Through the utilisation of customer data and behavioural insights, companies are able to create messages that are both compelling and tailored to the specific recipients. Campaigns using automated direct mail have the ability to dynamically modify offers, content, and imagery according to the browsing habits, past purchases, and preferences of the recipient. This customised strategy raises the possibility that leads will become actual sales in addition to grabbing the audience's attention. Customers are more likely to respond favourably to the call-to-action in direct mail when they believe the brand is aware of their particular needs and preferences, which raises the conversion rate. Individualised product suggestions paired with an easy-to-use and personalised shopping experiences fosters a feeling of relevance and connection, which in turn boosts conversions for companies using automated direct mail tactics.
Generative AI in Direct Mail 2024
Generative AI in Direct Mail
Are you tired of receiving direct mail pieces with little to no personality? Imagine a world where instead of generic direct mail that feels like it should be accompanied with dull customer service hold music, you instead have your own personalised Taylor Swift eras tour letter? Ya, i know crazy AND impossible right? Actually, not anymore (kind of scary, kind of exciting, i know. We live in a dystopia)! Let me introduce you to generative AI and direct mail! It’s basically like going from “meh, straight to the bin with you” to “wow, they really get me!” when opening a letter.
Okay, let's break it down without the jargon. Picture Generative AI as something like this: . It takes a look at what makes you react, whether that be positively or negatively. It also looks at your past interactions, and maybe even your weird little obsession with miniature figurines of fictional characters. Then, it blends all these ingredients together to create a direct mail piece that's not just informative but also, dare I say it, actually applies to you?
Let’s face it, gone are the days of “Hi, First name”. That no longer cuts it when it comes to personalisation. That’s where AI comes in. It's about knowing that you're not just another face in the crowd; you're an individual with quirks, preferences, and maybe a soft spot for cat GIFs. Your direct mail becomes a reflection of you, minus the cringe-worthy salutations. AI in automated direct mail actually looks at what you’re interested in and creates a unique letter just for you, not a “one size fits all” version that is sent out en-masse with just your name for personalisation.
One of the key advantages of combining automated direct mail with Generative AI is the ability to create hyper-personalised direct mail campaigns. Traditional direct mail often involves sending the same generic message to a broad audience, hoping that it resonates with some recipients. With Generative AI, businesses can leverage customer data to understand preferences, behaviours, and demographics, allowing them to generate unique and tailored content for each individual. This level of customisation enhances the relevance of the message, increasing the likelihood of engagement from your customers.
Staying ahead in the ever-changing market trends requires quick adaptation; generative AI, powered by real-time data analysis, is essential in this regard. It quickly spots new trends and suggests subtle changes to creative components in direct mail campaigns. Apart from its ability to identify trends, generative AI can also be used to actively participate in the creative process, so campaigns can dynamically react to industry sentiments and incorporate current trends at the right time. Additionally, this technology is excellent at keeping direct mail campaigns contextually relevant and in line with the ever-changing cultural dialogue. Generative AI places direct mail as a consistent and adaptable touchpoint that builds a lasting relationship with the dynamic preferences of the target audience by foreseeing and predicting changing interests.
There are several obstacles and restrictions associated with utilising generative AI in personalised direct mail campaigns. Super boring, we know, but it’s an important one so you better listen up! One significant challenge is the possibility of producing content that does not perfectly fit the tone, messaging, or recipient preferences of the brand. Furthermore, it is difficult to guarantee the accuracy of the data used to customise the content because errors can result in messages that are not clear or impactful. Businesses can overcome these obstacles by putting in place a strong quality control procedure that includes validation and human oversight. Content can be improved and made to meet desired standards by combining the creative powers of generative AI with human judgement. Additionally, companies ought to update and improve their AI models on a regular basis in response to user feedback and performance data.
Luckily, that’s not an issue at Paperplanes. We have been utilising this technology since the beginning of our brand, therefore, our technology, along with our amazing team, is able to proof everything that is sent out to customers to ensure that it aligns with your company’s bottom line. Also, it makes sure that the guy obsessed with mini figurines is not receiving the same mail as someone who doesn’t.
Now, we know that we are often yelling to the rooftops about the importance of using our programmatic direct mail, but we also love to yell about how useful it is to adopt a multi-channel strategy(seriously, please don’t ghost your other strategies!). Using a multi-channel strategy allows you to create a more cohesive branding across your channels from your website to your instagram, and automated direct mail.
The future of generative AI in direct mail is really promising. In the future, we may see things along the lines of AI informing the copy of a letter. Let’s say you are GenX, the copy for that customer would have a different tone to that of a GenZ customer. This would further enhance the user experience and authenticity of your brand, increasing basket values and encouraging loyal customers.
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The Casual Company - Empowerment Through Direct Mail 2024
The Casual Company - Empowerment Through Direct Mail 2024
Context
The Casual Company, based in Ireland, is a fashion label that places a strong emphasis on comfort, chic design, and empowering women. Whether it's through their clothing or accessories, they strive to enhance women's confidence and self-expression through their fashion choices.
Action
The Casual Company had two main challenges. Like many fashion companies, Casual Clothing had a high rate of abandoned shopping carts, so were keen to understand how they could capture more lost sales at checkout. They were also looking to boost the potential of locking in follow-on activity from customers who had recently purchased as well as utilising new and fresh channels for rewarding loyalty.
The Casual Company decided to partner with Paperplanes to address these challenges. At Paperplanes, we began to outline a strategy to re-engage customers in order to find a way to reconnect with their audience and encourage them to become more active customers.
Results
When it comes to abandoned shopping carts, The Casual Company experienced an impressive 124% surge in the Average Basket Value. This not only signifies their ability to recover potentially lost sales but also highlights their success in enhancing the overall value of transactions—a testament to the effectiveness of targeted campaigns aimed at reengaging customers who had abandoned their shopping carts.
Digging deeper into the realm of abandoned baskets, the numbers tell an intriguing story of engagement and conversion. A remarkable 26.3% conversion rate showcases the precision and efficacy of targeted campaigns. Astonishingly, one in four customers, enticed by the abandon basket initiatives, not only returned but made a purchase, underlining the power of personalised engagement in transforming hesitant shoppers into committed buyers.
Transitioning to the VIP welcome strategy, The Casual Company and Paperplanes orchestrated an approach that resulted in an impressive 33.7% conversion rate. Welcoming one in three customers as VIPs not only elevated the customer experience but also translated into tangible sales. The success of this initiative reinforces the idea that a warm, personalised welcome can be a catalyst for converting first-time visitors into loyal customers.
Equally noteworthy is the winback strategy, boasting a commendable 4.8% conversion rate. Paperplanes' expertise came to the forefront as 5% of a previously inactive customer base rekindled their interest in Casual Clothing products after receiving targeted communications. This not only speaks to the effectiveness of winback campaigns but also underscores the potential for revitalising connections with customers who may have lapsed in their engagement.
Speak to an ExpertTestimonial
Paperplanes aren’t just another plug in for a CRM platform or automation tool, they are so much more. At The Casual Company, our mission has always been to empower women through comfortable, chic fashion choices. We partner with Paperplanes to introduce programmatic direct mail, and take our commitment to the next level. The results have been outstanding. This innovative approach has not only increased customer engagement and conversions but has also reaffirmed our belief in the power of personalised letters.
-- Business Owner of Casual Clothing
Bower Collective - Sustainable Direct Mail in Action 2024
Bower Collective - Sustainable Direct Mail in Action
Context
Bower Collective aims to make sustainable living simple and accessible for everyone. They are passionate about customers on their journey to eliminating waste and ensuring homes are stocked with products that are good for you and good for the planet.
Action
Bower Collective wanted to understand how they could boost customer conversion rate and subscription further. Despite attracting shoppers to their website, they were struggling to transform one-time buyers into loyal, repeat customers. In response, a strategic plan was crafted to address these issues head-on and breathe new life into their customer engagement strategy.
The primary goal was to revive the interest of customers who had previously spent a substantial sum, exceeding £50, on their products but had remained dormant for 280 days or more. To achieve this, an extensive data analysis was conducted, meticulously sifting through the customer database to pinpoint those eligible for a re-engagement initiative. Once identified, these customers were segmented for a highly personalised winback campaign, engineered to reignite their interest and prompt further interaction.
The core of this winback campaign revolved around tailored messaging. Each customer received communications uniquely crafted to resonate with their preferences and shopping history. Furthermore, incentives played a pivotal role. Exclusive discounts and voucher codes were strategically incorporated, offering customers compelling reasons to revisit the Bower Collective website and make a purchase. This personalised approach not only rekindled customer interest but also significantly increased the likelihood of conversions.
The second objective was equally vital: converting recent eCommerce store customers into enthusiastic subscription customers within a mere 30 days of their initial purchase. This entailed the identification and segmentation of eCommerce customers who had made a recent purchase, thus demonstrating an active interest in Bower Collective's products.
Intricately designed messages were dispatched to these potential subscribers, focusing on the manifold advantages of subscribing, from convenience and cost savings to the consistent supply of products. To sweeten the deal, enticing incentives were embedded within these communications, aimed at nudging customers towards the transition from one-time buyers to long-term subscribers. This strategic approach not only increased the likelihood of subscription conversion but also fostered a sense of belonging and commitment among customers, thereby improving customer retention.
In summary, the actions outlined to address Bower Collective's subscription and customer retention challenges were highly data-driven and customer-centric. By leveraging data analysis, personalised messaging, and enticing incentives, they were able to re-engage dormant customers and convert recent buyers into loyal subscribers, ultimately breathing new life into their business and enhancing their customer relationships.
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Results
Bower Collective, committed to simplifying sustainable living, achieved notable results in boosting customer loyalty and subscription rates. Their targeted efforts led to a remarkable 10.4% conversion rate for the winback campaign, successfully re-engaging dormant customers. Furthermore, a 13.0% return rate highlighted customers making a second or third purchase on the website. Additionally, the strategic focus on converting recent eCommerce customers shows that targeting abandoned activity is just as valuable for existing customers to create sales as it is to encourage new customers to shop for the first time. This is evident with a 15.4% conversion rate for abandoned baskets among existing customers. These impressive results reflect Bower Collective's data-driven and customer-centric approach, reinforcing their success in building lasting customer relationships and driving sustainability.
Testimonial
Collaborating with Paperplanes, our goal was to re-engage customers who hadn't made a purchase in an extended period and convert recent eCommerce store customers into subscription members within a specific time frame. By leveraging Paperplanes’ unique data analysis software and personalised messaging that included incentives such as exclusive discounts and voucher codes, we were able to achieve significant success.
Our winback campaign resulted in a noteworthy conversion rate, while abandoned baskets from new customers had an impressive conversion rate. Additionally, existing customers also returned to complete their abandoned purchases. In summary, a substantial percentage of customers came back for a second or third purchase. We are looking forward to continuing our successful partnership with Paperplanes!
-- Marketing Manager, Bower Collective
The Positive Power of Customer Retention in Direct Mail 2024
The Positive Power of Customer Retention in Direct Mail
Today, we wanted to talk about something that's often overlooked in everyday marketing – the incredible power of customer retention. We all know how exciting it is to acquire new customers, but sometimes, it's the folks who've been with us for a while that deserve more of our attention.
First things first, let's talk about money. Customer acquisition can be expensive, and it often involves a lot of trial and error to find the right audience and messaging that works. On the other hand, retaining existing customers is usually far more cost-effective. Research suggests that it is five to six times more expensive to find a new client than it is to reactivate an existing client (American Express, 2023). When you've got a loyal customer base, the cost per sale tends to be lower because you don't have to spend as much on advertising and promotions to keep them coming back.
You might be asking, well how do I even calculate my customer retention rate? Thankfully, there is a very simple formula available to help you out.
The formula for customer retention rate is:
Customer retention rate = ((Total customers – New customers) / Initial customers) x 100
For example: Imagine you start the year with 15 customers, gain two new customers in the first quarter, and have one customer churn [(16 - 2) / 15)] x 100 = 93% retention
Here’s another example: You have 50 customers, you gain 20 new customers, and 15 customers churn:[ ( 55 - 20 ) / 50 )] x 100 = 70% retention
The Benefits of Customer Retention
One of the significant benefits of customer retention is that it provides a more predictable revenue stream. When you rely solely on acquiring new customers, your income can fluctuate wildly, making it challenging to manage your business effectively. Loyal customers, however, provide a steady income, allowing you to plan your marketing and business strategies more accurately. Only a 5% increase in customer retention can increase company revenue by 25-95% (Hubspot, 2022)
This leads on to the idea that loyal customers spend more. This might seem like a no-brainer, but it's a point worth emphasising. Loyal customers tend to spend more over time than first-time buyers. When someone is already familiar with your brand and has had a good experience, they're more likely to make repeat purchases. In fact, some studies suggest that loyal customers can be up to ten times more valuable than their initial purchase.
It’s important to note that customer retention isn't just about making sales – it's about building trust and nurturing relationships with your customers. By continually engaging with your existing customers, you're showing that you care about them beyond just making a sale. Trust and emotional connections are often stronger with long-time customers, and this can turn them into brand advocates who recommend your products or services to their friends and family.
Your existing customers can provide you with invaluable feedback that can help improve your products or services. They've been with you through thick and thin and can offer insights into what's working and what could be better. This information can help you make informed decisions to enhance your offerings and keep your customers happy.
If you want to see how your customer retention compares to other companies in your industry, check out the below stats provided by Statista in 2020
Retail: 63%
Banking: 75%
Telecom: 78%
IT: 81%
Insurance: 83%
Professional services: 84%
Media: 84%
(Source: Statista, 2020)
If you notice that your customer retention is falling below the average customer retention for your industry, keep reading to see how automated direct mail can help you meet this and even exceed this number.
Automated Direct Mail's Role
Now, let's connect the dots between customer retention and Paperplanes. Our Automated direct mail model allows you to engage with your existing customers regularly without much manual effort. We can help you to set up personalised campaigns, offer exclusive deals, and segment your customers with high degrees of accuracy so that we can ensure that we are targeting the correct customers for your preferred campaign types. We also provide monthly deep-dives so that you know exactly how much ROI you are getting each month along with any changes in your average basket values as a result of your campaigns. This consistent checking in on your campaigns strengthens the relationship with your customers and keeps them coming back for more.
In conclusion, while acquiring new customers is essential for business growth, customer retention should never be underestimated. It's not just about keeping the status quo; it's about growing your business steadily, predictably, and with the support of loyal customers who value your brand. When you combine the power of customer retention with the efficiency of automated direct mail, you're setting yourself up for long-term success. So, remember to give your existing customers some love – they're your real treasures!
read more: https://paperplanes.co.uk/the-learning-wing/
Sources
Barron, S.B. (2022) Here’s why customer retention is so important for roi, customer loyalty, and growth, HubSpot Blog. Available at: https://blog.hubspot.com/service/customer-retention (Accessed: 09 January 2024).
Statista Research Department and 6, J. (2022) Customer satisfaction: Retention rates by industry worldwide 2018, Statista. Available at: https://www.statista.com/statistics/1041645/customer-retention-rates-by-industry-worldwide/ (Accessed: 09 January 2024).
Silver, K. (2023) Customer acquisition vs. Customer Retention Marketing, Business Class: Trends and Insights | American Express. Available at: https://www.americanexpress.com/en-us/business/trends-and-insights/articles/retaining-customers-vs-acquiring-customers/ (Accessed: 09 January 2024).
Direct Mail Companies in the UK
Pioneering Direct Mail Excellence in the UK: Paperplanes Distinctive Approach
Explore the unique advantages that position Paperplanes among the top direct mail companies in the UK, offering businesses unparalleled precision, efficiency, and tangible connections.
1. Precision in Targeting:
As one of the top direct mail companies in the UK, Paperplanes utilises advanced targeting techniques, ensuring your messages reach the right audience with unparalleled precision, maximising the impact of your campaigns.
2. Efficiency Redefined:
Streamline your direct mail campaigns with Paperplanes' user-friendly platform. From creation to delivery, our efficient approach saves time and resources, making direct mail accessible and impactful for businesses of all sizes.
3. Strategic Impact:
Make a direct and strategic impact on your audience. Paperplanes' approach tailors messages for maximum relevance, ensuring your direct mail campaigns not only reach but resonate deeply with the recipients.
4. Real-Time Analytics:
Stay ahead with real-time insights. Paperplanes empowers businesses with comprehensive analytics, allowing for on-the-fly monitoring and optimization of direct mail campaigns to ensure maximum effectiveness.
Speak to an ExpertFAQs: Unveiling the Expertise of Paperplanes among Direct Mail Companies in the UK
1. What sets Paperplanes apart among direct mail companies in the UK?
Our advanced targeting techniques and user-friendly platform position Paperplanes as a leader among direct mail companies, ensuring precision, efficiency, and impactful campaigns.
2. Can businesses of all sizes benefit from Paperplanes' direct mail services in the UK?
Absolutely. Our platform is designed to be accessible and efficient, making direct mail impactful for businesses of all sizes.
3. How does Paperplanes ensure strategic impact in direct mail campaigns?
Our approach tailors messages for maximum relevance, ensuring a direct and strategic impact that resonates deeply with the recipients.
4. How does Paperplanes provide real-time insights for optimising direct mail campaigns?
Our platform empowers businesses with real-time analytics, allowing for on-the-fly monitoring and optimisation of direct mail campaigns to ensure maximum effectiveness.
Elevate Your Direct Mail Strategy with Paperplanes – A Top Choice in the UK
Position your business for success with Paperplanes, recognised among the top direct mail companies in the UK. Experience precision, efficiency, and strategic impact in every direct mail campaign. Redefine your approach to direct mail marketing today.
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Sustainability in Action: DASH Water's Success Story with Programmatic Direct Mail
Sustainability in Action: DASH Water's Success Story with Programmatic Direct Mail
Context
DASH Water is a refreshingly innovative soft drink company that has made a name for itself by transforming the way we think about flavoured water; founded on the principle of using “wonky” fruit.
DASH Water’s commitment to sustainability and using surplus fruit and veg is evident in their product lineup, which includes unique and delicious flavours like Cucumber, Raspberry, and Lime, all with no added sugars, sweeteners, or artificial ingredients.
DASH Water's mission is not only to quench your thirst but also to have a positive impact on the planet, making them a refreshing choice for conscientious consumers.
Action
DASH Water has embarked on a strategic partnership with Paperplanes to introduce an innovative approach to their marketing strategy – programmatic direct mail. This exciting venture aims to revolutionise the way businesses connect with their customers by seamlessly blending the offline and online realms.
At the heart of this initiative lies a clear and compelling objective: to enhance customer engagement in the online sphere, elevate overall conversion rates, and drive incremental sales. To achieve these ambitious goals, a meticulously crafted campaign was launched. This campaign is designed to synchronise DASH Water's offline and online marketing efforts, essentially creating a harmonious synergy between the two.
The focal point of this campaign was to steer recipients towards DASH Water's website, utilising postal automated technology which paperplanes has pioneered. By doing so, the company can rekindle the connection with customers who may have strayed or not made a purchase in some time.
The results have been nothing short of impressive; reaching out to these past customers through automated direct mail has not only rekindled their interest but also led to stronger conversion rates.
Results
The introduction of programmatic direct mail, specifically mailing cohorts, significantly elevated DASH Water's Winback campaign. This strategic move led to an outstanding 168% increase in conversion rates, successfully rekindling the interest of past customers and resulting in more robust conversion rates.
Mailing cohorts continued to prove effective in DASH Water's Next Best Purchase campaign. Through a meticulous analysis, they achieved an impressive 125% increase in conversion rates. This tailored marketing approach to specific customer cohorts demonstrated its potency, driving significantly higher conversions and marking a notable success in their campaign.
Addressing the challenge of abandoned baskets, DASH Water achieved an impressive 8% conversion rate. This underlines the success of targeted campaigns in not only recapturing potential lost sales but also re-engaging customers who left items in their carts.
A highlight lies in the customer return rate, with an impressive 56.8% of customers returning to the site after receiving programmatic direct mail. This far exceeded return
rates observed with alternative marketing channels, emphasising the effectiveness of DASH Water's approach in capturing attention and fostering sustained engagement.
Testimonial
"Our partnership with Paperplanes for programmatic direct mail has been a game-changer. By sending personalised, physical letters to our customers, we've not only deepened our engagement but also achieved remarkable results, namely through our Winback campaign which saw an impressive increase in CR% versus our existing channels." - Head of Marketing, DASH Water
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Direct Mail Postcards by Paperplanes
The Art of Direct Mail Postcards by Paperplanes
Discover the unique charm and effectiveness of our direct mail postcards for our Irish audience in collaboration with An Post, designed to captivate your audience and leave a lasting impression.
1. Visual Impact:
Direct mail postcards are a canvas for visual storytelling. Paperplanes ensures your messages stand out with eye-catching designs that make a memorable impact on recipients.
2. Tactile Connection:
In a digital age, the tactile nature of direct mail postcards creates a unique connection. Recipients physically engage with your message, enhancing the memorability of your brand or promotion.
3. Personalised Messaging:
Tailor your messages with precision. Direct mail postcards allow for personalised communication, ensuring that your audience receives content that speaks directly to their needs and interests.
4. Effortless Engagement:
Paperplanes streamlines the process, making direct mail postcard campaigns effortless to create and manage. From design to delivery, our platform ensures a seamless experience for businesses of all sizes.
Speak to an ExpertFAQs: Unveiling the Impact of Direct Mail Postcards
1. How does Paperplanes ensure visual impact in direct mail postcards?
Our direct mail postcards feature eye-catching designs that make a memorable impact. We prioritise visual storytelling to ensure your messages stand out.
2. What makes direct mail postcards a tactile and memorable marketing tool?
The tactile nature of direct mail postcards creates a unique connection. Recipients physically engage with your message, enhancing the memorability of your brand or promotion.
3. Can businesses personalise messages on direct mail postcards?
Absolutely. Direct mail postcards allow for personalised communication, ensuring that your audience receives content that speaks directly to their needs and interests.
4. How does Paperplanes make the creation and management of direct mail postcard campaigns effortless?
Our user-friendly service streamlines the process, making it effortless for businesses to create and manage direct mail postcard campaigns from design to delivery.
Elevate Your Campaigns with Paperplanes' Direct Mail Postcards
Transform your marketing strategy with the visual impact and tangible connection of direct mail postcards by Paperplanes. Craft memorable connections and leave a lasting impression on your audience. Explore the possibilities today.
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Direct Mail Services in 2023
Transformative Direct Mailing Services by Paperplanes
Discover the unparalleled benefits of our direct mailing services, designed to make your campaigns more targeted, efficient, and impactful.
1. Targeted Precision:
Precision is the cornerstone of our direct mailing services. We go beyond conventional methods, utilizing advanced targeting techniques to ensure your messages reach the right audience with pinpoint accuracy.
2. Efficiency at Every Step:
Paperplanes streamlines the direct mailing process, making it efficient and accessible for businesses of all sizes. From campaign creation to delivery, our platform ensures a seamless experience, saving you time and resources.
3. Strategic Impact:
Make a direct impact on your audience with our strategic approach to direct mailing. Tailor your messages for maximum relevance, ensuring that your audience not only receives your mail but engages with it on a meaningful level.
4. Strategic Impact:
Take control of your campaigns with our user-friendly platform. Monitor and analyse in real time, gaining valuable insights to optimize your direct mailing strategy for maximum results.
Speak to an ExpertFAQs: Unraveling the Power of Paperplanes Direct Mailing Services
1. How does Paperplanes ensure targeted precision in direct mailing services?
Our direct mailing services utilise advanced targeting techniques to ensure messages reach the right audience with pinpoint accuracy, enhancing the effectiveness of your campaigns.
2. Can businesses of all sizes benefit from Paperplanes' direct mailing services?
Absolutely. Our platform is designed for businesses of all sizes, offering a user-friendly experience that streamlines the direct mailing process for maximum efficiency.
3. What strategic advantages does direct mailing bring to marketing campaigns?
Direct mailing allows businesses to make a direct and strategic impact on their audience. Tailoring messages for relevance ensures a meaningful connection with the recipients.
4. How does Paperplanes enable comprehensive campaign management for direct mailing?
Our user-friendly platform allows businesses to take control of their campaigns, with real-time monitoring and analytics to optimise strategies for the best results.
Elevate Your Marketing with Paperplanes Direct Mailing Services
Embrace the future of marketing with Paperplanes direct mailing services. Experience the precision, efficiency, and impact that redefine the possibilities of direct mail. Propel your business forward with the strategic advantage of our innovative approach.
Speak to an Expert