The sustainability stall
Oddbox, a sustainable food delivery company specialising in rescued produce, was experiencing challenges with abandoned baskets and re-engaging customers who hadn’t returned since their initial purchase. Their digital remarketing strategies weren’t effectively recovering these lost opportunities, particularly with the increased traffic in digital marketing where consumers are becoming increasingly selective about the marketing emails they engage with. They needed a solution that aligned with their sustainability values whilst delivering stronger recovery results.
Targeted cultivation
Paperplanes partnered with JHET to implement a programmatic direct mail pilot for Oddbox, creating personalised, targeted physical touchpoints triggered by specific customer behaviours. The campaign included two distinct approaches: abandoned basket recovery for recent non-completions and a large volume mailer campaign targeting customers who hadn’t returned since January 2025. Each mailing was designed to reflect Oddbox’s sustainable ethos whilst creating urgency to return and complete purchases.
Fruitful findings
The results demonstrated dramatic improvement across all segments, with mailed customers overall converting at a 566.67% higher rate than non-mailed cohorts. The large volume mailer campaign targeting lapsed customers was particularly impressive, achieving a 1300% higher conversion rate compared to the control group. The direct mail approach also drove higher basket values, with recipients spending 5.08% more on average than control groups, proving the strategy’s effectiveness in not just recovering customers but maximising their value.
