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.