Nectar: Basket spends & Recovery rates success story
Context
Nectar sleep offers high quality mattress products for those wishing to get the best night’s sleep. Their mission is to support sleep through offering customers a high quality product and impeccable customer service.
The company teamed up with Paperplanes and PSE as they were struggling to convert a greater proportion of customers through an already successful email retargeting strategy.
Action
Opportunities were scoped to identify customers who abandoned their basket before completing the purchase, encourage those that have made a purchase to buy more and reactivate those who have not returned in a long period.
Targeted customers were presented with relevant, personalized, physical media with specifically targeted products, and extra incentives to visit the site, which were carefully split tested.
Results
- Customers were 25% more likely to return to Nectar after mailing
- Average basket value for mailed group is 10% stronger than non-mail counterparts
- Incremental ROAS of £11 for every £1 spent across the pilot period
- Customers mailed regarding abandoned baskets stay 40% longer than their non–mail counterparts. And there is already some early evidence of increased engagement with mailed customers viewing 20% more pages
Testimonial
” Paperplanes innovative approach to direct mail stands out. They have essentially turned direct mail into a digital channel, with all the digital metrics that make attribution possible. Combining this with proactive account management and a keen eye for detail has them fast becoming one of my go-to partners”.
