Nectar: Basket spends & Recovery rates success story


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.



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.


  • 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


” 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”.

Patrick Ross: Growth Director, Nectar Sleep


Here at Paperplanes we are always open to hearing from clients looking to recover lost customers and abandoned baskets. We can provide a pilot and variety of follow up campaigns based on our results and client input.