Paperplanes teams with Scandinavian postal operator PostNord to help a premium grooming ecommerce site recover 25% of all abandoned carts

Paperplanes and PostNord teamed up to bring the very best aspects of programmatic mail to the Scandinavian market. Customers love receiving something relevant and personalised in their mailboxes and brands are always looking for new ways to improve conversion rates. were a perfect client to work for launching initial, innovative trials.

The Context are changing the game in Scandinavia when it comes to men’s grooming. Their strong brand messaging and overall goal of ‘improving men’ has generated substantial awareness and impressive sales.

As a leading pioneer in their space Gents were keen to understand how capability from Paperplanes could be leveraged to add an extra ‘string’ to their ‘marketing bow’ and drive even stronger consumer engagement and results.

Gents also wanted to understand how programmatic automation on DM could be utilised to surprise and delight their loyal client base.

The Action partnered with Paperplanes to re-incentivise those customers that visited their online website but failed to covert.

Our tech integrated onto their site and we targeting these customers sending them personalised and relevant Postcards that encouraged them to return and complete conversion.

Separate to this Gents also worked with Paperplanes to identify customers coming up to birthday anniversaries offering specifically tailored discounts to honour their loyalty and encourage incremental purchase.

gents direct mail paperplanes

The Results saw incredible conversion across both the abandoned basket and birthday campaign.

  • A phenomenal 25% recovery on abandoned cart
  • Double the conversion from typical online browsers once they had received the birthday postcard
  • 10 times return on initial investment for abandoned cart
  • Our tech was also able to identify incremental conversion from customers who had come back to the site but who didn’t enter their discount codes. Previously without this level of visibility these sales would not be attributed to the mailing saw a phenomenal 25% recovery on abandoned cart

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