Empty Kegs
Pinter is an innovative home brewing system that allows customers to craft fresh beer at home, offering both one-off product purchases and ongoing subscription services for brewing ingredients and accessories. They faced challenges engaging customers across multiple touchpoints in their journey, from initial activation of their Pinter system through to encouraging repeat purchases and maintaining active subscription engagement. Their digital-only communications weren’t effectively driving conversions at critical moments or building the sustained engagement needed for a product that relies on regular usage and replenishment purchases to maximise customer lifetime value.
The Perfect Pour
Paperplanes implemented automated direct mail campaigns across multiple customer journey stages, including Active Pour Tap (customers actively brewing), one-off purchase opportunities, and activation flows for new Pinter owners. The strategy deployed 1,887 targeted letters during the analytical period, each carefully timed to reach customers at optimal moments in their brewing journey. Campaigns were designed to reflect Pinter’s innovative, craft-focused brand whilst providing practical encouragement and offers to maintain brewing momentum, recognising that different customer segments required distinct messaging approaches from activation through to ongoing engagement.
Fresh on Tap
The campaign delivered strong results with an 8.5% overall conversion rate across all flows, demonstrating effectiveness across multiple customer lifecycle stages. Average basket values reached £36 overall, rising to £50 for one-off purchases, whilst the optimal conversion window of 16 days reflected the considered nature of brewing supply purchases. Cost per acquisition varied by segment, with Active Pour Tap achieving an impressive £5.67 CPA compared to £9.55 overall, indicating particularly strong performance with actively engaged brewers. Notably, 22% of targeted customers made more than one additional purchase since receiving their mailing, proving direct mail’s effectiveness in building sustained engagement and repeat purchase behaviour essential for home brewing product success.
