Global cosmetics brand, Benefit, sees 37% uplift in sales after implementing Programmatic Direct Mail as part of their follow up on browse campaign

The Context

Paperplanes technology combines the latest digital marketing technology with one of the UK’s largest industrial printers to deliver Programmatic Direct Mail, helping businesses increase conversions and reduce customer lapses. Leading women’s cosmetics brand, Benefit, teamed up with Paperplanes and Royal Mail MarketReach to implement a Programmatic Direct Mail campaign focused on increasing online sales conversions on their eyebrow products.

The beauty brand had noted a high volume of visitors who were only browsing products online, opening up an opportunity for them to target customers when they engaged but did not purchase. With a growing range of eyebrow products being added to the product range, the cosmetic company wanted to focus specifically on increasing conversions within their eyebrow range.

The Action

Paperplanes teamed up with Benefit to programmatically trigger personalised letters to be sent to customers that browse the eyebrow product section of the website, but don’t make a purchase. The letters were designed to encourage customers to complete a purchase on the specific eyebrow product they viewed, promoting free delivery for the customer to strengthen conversions. Unique shipping codes were applied to each individualised letter to track and monitor performance.

The creatives comprised of a double-sided, full-colour print A4 letter and a full-colour C5 envelope with elements of personalisation across both to enable maximum impact with the customer on delivery and brand recognition and awareness.

benefit cosmetics direct mail

The Results

Mid campaign results have already 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%.

Market Reach 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 going through to convert 2 to 16 days after receiving the mailing.


So far we have found the process of set up to implementation super straight forward and comfortable. 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.’

Sacha Patel, CRM Manager, Benefit.

The team at Paperplanes have been helpful and supportive to ensure we had a smooth sailing launch.

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