Modern Milkman

The Challenge

Modern Milkman is a sustainable grocery delivery service that revives the traditional milk round through a digital app, delivering milk in returnable glass bottles and breakfast essentials directly to customers’ doorsteps. With already strong brand loyalty, the business looked to a channel that would have tangible impact on customers who had disengaged from email marketing.

The Delivery

Paperplanes set up 3 trigger based mail campaigns targeting distinct audience segments: an abandoned basket cohort, a membership upsell, and a winback cohort of lapsed subscribers who had cancelled six to twelve months prior. Each campaign used a personalised postcard with branding on both sides and unique discount codes. Customer data was pulled from The Modern Milkman’s API, with a frequency cap to ensure customers received no more than one mailing every 30 days.

The Payoff

Across 7,152 mailings, the mailed cohort consistently outperformed the control group, with the Abandoned Basket campaign achieving a 78.8% conversion rate uplift against the control group.

Notably, 62% of converting customers did so without redeeming a discount code, demonstrating that the physical creative alone was sufficient to prompt action for the majority of responders.