11%
Customer reactivation through personalised automated direct mail
Gousto
The Challenge on Our Plate
Gousto, one of the UK’s fastest-growing recipe kit providers, had seen digital response rates plateau. They partnered with Paperplanes to explore whether fast, personalised direct mail could re-engage lapsed customers and strengthen their existing customer journey.
Our Recipe for Success
Personalisation and speed were central to the strategy. We created dynamic mail pieces featuring weekly meal recommendations tailored to each recipient. We also tested direct discounts against QR-code offers that linked customers straight into the Gousto app, helping identify the most effective route back to subscription.
Bon Appétit
The campaign exceeded expectations. 11% incremental uplift overall. QR codes proved highly effective, driving customers directly back into the app while mailed customers showed stronger long-term retention, increasing lifetime value beyond the initial conversion.
11%
Customer reactivation through personalised automated direct mail
“We were looking for the right capability and channel to help us resurrect customers who had recently lapsed. Paperplanes integrated seamlessly with our integration tools, helping us learn best practices for reaching these customers. Paperplanes are a valuable partner for us to help aid our customers contact strategy.”
CRM Manager, Gousto