Lost in the Jungle
Urban Jungle offers great value pay-as-you-go home contents insurance designed specifically for renters in the UK property market. The team identified significant revenue opportunities with customers dropping out of the booking funnel after entering their address details, representing clear purchase intent without conversion. Additionally, they had a substantial churned database of customers who had yet to return to renew their insurance policies, and were interested to see if Paperplanes could add incremental value for both these customer groups through physical touchpoints.
The Protection Plan
Paperplanes developed a campaign strategy focused on triggering highly personalised and relevant follow-ups to customers abandoning their booking process after entering address and postcode details. When customer names were also captured and passed through a profanity whitelist checker, these were utilised for additional personalisation, creating more engaging communications. A/B creative testing was implemented across both abandoned booking and lapsing customer segments, allowing the team to understand how creative could be optimised and identify which cohorts responded best to specific messaging approaches.
Out of the Woods
The campaign delivered strong incremental uplift with impressive performance across all tested segments, achieving a 25% uplift on typical conversion rates from abandoned policy bookings. A/B testing revealed noticeable differences in conversion that could be attributed to specific cohorts, enabling the team to focus resources on what was working well. Most significantly, personalisation proved critical—utilising data captured in the sales funnel to personalise content increased conversion rates by 100% compared to generic messaging. The campaign was also effective at recovering sales from previously churned customers, establishing direct mail as a valuable channel for both immediate recovery and long-term retention strategies.
