Packaging potential
Davpack, a leading packaging supplies company, was facing challenges with re-engaging lapsed customers through their digital remarketing channels. With increasing competition in the packaging sector and rising customer acquisition costs, they needed to maximise the value of their existing customer base. Their winback strategy was delivering adequate but not exceptional results, pointing to an opportunity to test physical touchpoints in their remarketing mix.
Strategic delivery
Paperplanes implemented a targeted direct mail winback campaign during the critical pre-Christmas packaging season from November to December 2024. The mailers were designed to highlight Davpack’s competitive advantages, remind customers of previous positive experiences, and offer compelling reasons to return. Each piece was carefully timed to reach customers at optimal decision-making moments, with messaging tailored to business packaging needs during the peak seasonal period.
Boxed-up breakthrough
The campaign delivered modest but consistent improvements across key metrics, with mailed customers converting at a 6.14% higher rate than the non-mailed control group. Additionally, those who received the direct mail touchpoints spent more when they did convert, with a 2.11% higher average basket value compared to the control group. While the improvements were incremental, they demonstrate the added value of physical touchpoints in an otherwise digital customer journey.
