Personalised Direct Mail Campaign Delivers 11% Increase in Repeat Purchases and 11.1% Growth in Basket Value
Context:
Paul James Knitwear is a luxury knitwear manufacturer based in Leicestershire. They are dedicated to delivering the purest knitwear experience by exclusively using 100% natural fiber yarns in their production process, eschewing man-made materials.
In their quest for the finest materials, Paul James scours the globe to collaborate with the most prestigious spinners. They source extra-fine merino wool from Italy, a chunkier version from Peru, premium cotton from India and Egypt, ultra-warm and soft Alpaca from South America, and the renowned wool and lambswool from the British Isles. With these carefully chosen natural yarns, Paul James expertly knits them into stylish and functional garments that are built to withstand the test of time.
Action:
Paul James Knitwear has embarked on an exciting partnership with Paperplanes, marking the commencement of a groundbreaking programmatic direct mail initiative. In this cutting-edge collaboration, the primary focus is on delivering highly relevant, personalised letters to the brand’s customers, ultimately reshaping the way they connect with their audience.
At the core of this initiative lies a strategic mission: to harness the power of direct mail as an effective channel for promoting related or complementary products to their existing customer base. This dynamic approach to marketing aims to rekindle interest and enthusiasm in the brand’s offerings, encouraging repeat business and driving more substantial purchases. The strategic intent is twofold – to foster customer loyalty and to significantly increase the overall basket values of customers who receive these carefully crafted direct mail communications.
The utilisation of programmatic direct mail, driven by data and personalisation, ensures that the customers receive tailored recommendations and offers, finely tuned to their preferences and past buying behaviour. This level of customisation not only revitalises customer engagement but also leads to a greater likelihood of customers returning for additional purchases.
In addition to boosting repeat business, this initiative is expected to have a transformative effect on the basket values of customers who are the recipients of these well-crafted direct mail pieces. By strategically presenting related or complementary products, it opens doors to upselling opportunities and encourages customers to explore a wider range of offerings, ultimately leading to larger basket values and an increased return on investment for Paul James Knitwear.
In summary, the collaboration between Paul James Knitwear and Paperplanes in the realm of programmatic direct mail holds the promise of reinvigorating customer engagement and driving higher sales. Through personalised, strategic messaging, this initiative aims to promote related products, encourage repeat business, and, notably, bolster the basket values of their valued customer base, marking a new and exciting chapter in their marketing endeavours.
Results:
In collaboration with Paperplanes, Paul James Knitwear initiated a programmatic direct mail campaign aimed at reshaping their customer connections. The strategy focused on delivering personalised letters to the brand’s clientele, leveraging the power of direct mail to promote related or complementary products.
By tapping into the dynamic approach of marketing, the initiative sought to rekindle interest, encourage repeat business, and drive more substantial purchases. Utilising data-driven personalisation, the programmatic direct mail ensured customers received tailored recommendations and offers aligned with their preferences and past buying behaviour.
This high level of customisation not only revitalised customer engagement but also increased the likelihood of repeat purchases. Notably, the initiative saw 11% of customers returning to make more than one purchase and 3.5% of customers engaging in a second purchase after receiving the direct mail. Additionally, the average basket value across all campaigns increased by 11.1%.
This success underscores the effectiveness of the strategy in promoting related products, encouraging repeat business, and bolstering the basket values of their valued customer base. The collaboration marks a successful chapter in their marketing endeavours, demonstrating the tangible impact of personalised, strategic messaging.
Testimonial:
Our partnership with Paperplanes for programmatic direct mail has been a pivotal step in enhancing our customer engagement and achieving remarkable results. By sending personalised letters to our valued customers, we’ve deepened our connections with them. Our Next Best Purchase campaign yielded an incredible conversion rate, indicating the effectiveness of our personalised approach. With Paperplanes, we’re not just creating garments; we’re weaving lasting relationships and strengthening our commitment to sustainability.
