Planting the Seed
Allplants is an innovative plant-based meal preparation service, priding itself on delicious plant-based meals suitable for vegans and those who are trying to be more environmentally conscious with their food. Through their marketing customers are made aware of the meticulous food preservation methods to ensure quality, equally as important is the sustainability in the production of food Allplants go through. Certified with the “B Corp Certification” they use the power of their business to solve social and environmental problems.
Cultivating Growth
Paperplanes partnered with Allplants to develop a comprehensive direct mail strategy targeting two key customer segments. For abandoned basket recovery, we implemented an A/B testing framework comparing “20% off” versus “£20 off” discount incentives to identify which offer resonated most effectively with customers who had shown purchase intent but hadn’t completed their order.
Alongside this, a reactivation campaign was designed to win back lapsed customers, also utilising A/B testing to measure the impact of a £15 discount offer against communications with no incentive. Both campaigns leveraged personalised customer data to create highly relevant, individualised direct mail pieces that reinforced Allplants’ premium plant-based positioning while driving customers back to the website.
Freshly Picked Results
The direct mail campaigns delivered impressive results across both abandoned basket and reactivation strategies. The abandoned basket campaign achieved a strong 15.5% conversion rate from mailed customers, with a cost per acquisition of just £4.50 to £1, demonstrating exceptional efficiency. Website engagement showed significant improvement, with mailed customers 2X more likely to return to the site after receiving personalised direct mail.
The reactivation campaign proved equally successful, achieving a 9% topline conversion rate for mailed customers. Perhaps most notably, engagement metrics revealed mailed customers viewed 2.5X more pages than their non-mailed counterparts, indicating that physical mail not only drives conversions but creates deeper, more meaningful interactions with the brand. These results demonstrate the power of personalised direct mail in re-engaging both high-intent browsers and lapsed customers for plant-based subscription services.
