Unbuttoned Potential
CT Shirts is a leading multi-channel clothing retailer specialising in men’s shirts, shoes, and suits, with a growing eCommerce presence offering the finest quality business clothing to its target audience. Despite already operating a robust retargeting strategy across email, PPC, and social media, they were interested to see if retargeted, programmatic mail could add incremental value through recovering a greater percentage of abandoned purchases. Their digital channels were performing adequately but they suspected there was untapped potential in reaching customers who had shown clear purchase intent but failed to complete transactions for considered menswear items.
The Bespoke Approach
CT Shirts partnered with Paperplanes to identify online customers abandoning their baskets before purchasing, looking for those placing any of CT’s thousands of SKUs into their online baskets but not completing checkout. Customers who fell out of the conversion funnel were identified by Paperplanes technology and targeted with dynamically created, highly personalised content encouraging them to purchase with free delivery savings. The highly relevant and responsive content hit the print press the same day carts were abandoned, ensuring maximum relevance and timeliness for these high-intent menswear shoppers.
Sharp and Suited
The campaign drove impressive incremental uplift and standout conversion, with over 1 in 10 (11%) mailed customers going on to make a conversion versus just 6% in the control group, demonstrating clear incremental value. The 5,000 mailings generated £25k of incremental uplift, with the campaign returning £3.70 for every £1 invested and further opportunities to improve ROI identified. Most impressively, Paperplanes’ conversion per click rate averaged 40%, particularly strong for CT Shirts versus other digital benchmarks from email, PPC, and social media averaging between just 5-15%, proving that physical touchpoints deliver significantly higher-quality traffic for considered menswear purchases.
