Barking Up the Wrong Tree
Omni is a pet wellness brand specialising in allergy-friendly food, supplements and treats for dogs. Despite maintaining a loyal core of subscribers, the brand faced a common hurdle: re-engaging customers who had become inactive or cancelled their subscriptions. Digital-only outreach was proving a challenge for customers who had not opened or clicked a brand communication in over a month.
Omni identified two areas for recovery: Lapsed Customers and Recent Cancellations. Winning back these segments required a more tangible, high-impact initiative to remind pet owners of the value of a consistent routine. Omni had tried other direct mail providers, but had not found the results they were looking for.
Fetching the Solution
Paperplanes implemented a data-driven direct mail winback programme for Omni, running from 1st December 2025 to 31st January 2026. The campaign targeted two high-intent segments within the category: Lapsed Customers who had not engaged with digital channels for over 41 days, and Recent Cancellations who had ended their subscription within the previous fortnight.
To ensure maximum relevance and sensitivity, the campaign used exclusion logic: customers who cancelled due to a deceased pet or product dissatisfaction were filtered out, ensuring the mail reached only those most likely to return. The campaign utilised multiple format tests along with detailed incrementality analysis to understand whether a postcard or letter would perform better. Paperplanes were able to isolate the impact of the physical mailers on both conversion and basket value.
Paw-esome Results
The campaign delivered outstanding results across the targeted categories, with mailed customers demonstrating significantly higher intent and spend than the non-mailed cohort.
The Lapsed Customer Winback segment achieved a 39.4% higher conversion rate, validating the power of physical mail in re-engaging customers who had little interest in digital channels.
Purchase value was also boosted; the Cancellation Winback cohort saw an impressive 60.6% increase in average basket value .
