Paperplanes assists iClothing in attaining 14% basket recovery and €5.50 to €1 ROI through utilising programmatic direct mail

The Context

iClothing is one of the fastest growing online fashion brands in Ireland offering the freshest styles. They are known for providing the latest trends from occasion dresses, workwear and everyday looks all available with next day delivery.

AnPost is one of the oldest and most well established postal institutions in the world. AnPost partnered with Paperplanes to bring programmatic direct mail opportunities to the Irish market.

iClothing were interested to see if integrating direct mail basket follow up into the customer journey could drive incremental value.

The Action

Paperplanes, AnPost and iClothing collaborated to understand the right strategy for launching programmatic automation to support the business. It was determined early on that following up on abandoned basket would provide ample opportunity for strong sales support.

Paperplanes integrated technology onto iClothing’s website that would enable the identification of abandoned baskets, address, products browsed, as well as establishing product recommendations based on other items the customer might be interested in.

direct mail example paperplanes

The Results

  • 14% of mailed customer baskets were recovered.
  • Mailed customers are spending 10% longer on-site and browsed 10% more product pages.
  • 50% sales uplift from the mailed universe as a direct result of Paperplanes
  •  €5.50 to €1 Return on investment


“The abandoned basket strategy successfully created incremental sales despite the challenging times the recent pandemic has brought to the business and our customers. The incremental 10% basket recovery rate was far better than what I have anticipated. More importantly, the combination of re-targeting items the customers had recently abandoned combined with automated product recommendations really helped grow basket value and sales.”

Founder & CEO, iClothing

The abandoned basket strategy successfully created incremental sales despite the challenging times brought from the recent pandemic.

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