With the Help of Programmatic Direct Mail, LoveYourself saw a £18 to £1 Return on Investment
The Context
LoveYourself is one of the leading food subscription businesses which provides prepared healthy meals ready to eat.
The idea behind the brand is to take the hassles out of dieting, combining well rounded nutrition and diverse flavours.
Loveyourself was interested to see if the addition of direct mail to their marketing strategy could help them achieve long-term engagement, higher retention rates and greater levels of spend.
The Action
Paperplanes partnered with LoveYourself to work towards two strategies, firstly identifying customers who abandoned their baskets and secondly identifying customers who after an initial purchase did not come back for at least 8 months.
The machine learning alghorythm is able to identify these segments and to automatically trigger relevant and personalised mail directly to the customer’s address.
The creatives were tailored for each strategy with high levels of personalisation in both to drive customers back to the website.
The Results
The results were outstanding with a £18 to £1 ROAS (Return on Adv Spend) for the abandoned basket campaign and returns as high as ten times the marketing spend for the reactivation campaign.
Conversion rates for the abandoned basket were at 9.1% vs 0% of control with an average basket value of £182
The lapsers’ conversion rates reached a peak of 4.6% for those who haven’t been back for 8 months
Out of the total mailed universe for basket, 25% went onto make more than one follow on purchase (vs 0% in the control)
Testimonial
We were interested to see if a partnership with Paperplanes could help us increase conversion rates for those customers who abandoned their basket before check out and re-engage our lapsing customers.
Paperplanes were able to achieve a £18 to £1 ROAS for the abandoned basket strategy and a conversion rate of 9.1%; as well as valuable insights into spending patterns of different lapsed segments.
It is astonishing how in this digital era, physical mail is still able to bring great results, and remain an integral part of the overall strategy.
Sales Marketing Manager, LoveYourself
It is astonishing how in this digital era, physical mail is still able to bring great results, and remain an integral part of the overall strategy.
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