Aged to perfection
Cheesegeek is an online cheesemonger that curates cheese to spark discovery and enjoyment of cheese. As a digital-first business, they recognised the opportunity to complement their online presence with physical touchpoints to enhance customer engagement. They partnered with Paperplanes to implement programmatic direct mail campaigns aimed at increasing repeat purchases, recovering lost sales opportunities, and maximising customer lifetime value through personalised communications.
Cultured communication
We collaborated to create direct mail campaigns that integrated with their customer journey. Our strategic approach included testing different promotions, (£10 vs 20% off offers), to identify the most effective incentives. We developed targeted winback campaigns and implemented a systematic approach to re-engage customers at key moments in their journey. Each piece was designed to reinforce Cheesegeek’s premium positioning while driving measurable response.
Premium performance
The campaign delivered impressive results, winback mailed customers showed a 46.4% higher likelihood to convert compared to non-mailed customers. Mailed customers demonstrated a 9.6% higher basket value, while 6% of converted customers made two or more purchases. Our effective strategy was highlighted by 24.8% of converters using the promotion code, whilst 50% of mailed converters completed their purchase without requiring an incentive.
