The wellness window
OTO CBD is a premium CBD brand offering high-quality wellness products. Looking to enhance their customer retention strategies, they partnered with Paperplanes to implement a comprehensive direct mail programme. The initiative encompassed three distinct customer journeys: abandoned basket recovery, next best purchase, and customer winback campaigns, each designed to maximise engagement and drive sales at crucial touchpoints in the customer lifecycle.
Mindful messaging
We developed a sophisticated targeting strategy with three distinct triggered campaigns. For abandoned baskets, we reached out to customers within 24 hours of cart abandonment. Our next best purchase journey targeted customers three days after their initial purchase, whilst the winback campaign re-engaged customers who hadn’t purchased in 60 days. Each campaign was meticulously crafted with personalised messaging and incentives to resonate with customers at different stages of their journey.
Elevated engagement
Our campaign delivered powerful results Mailed customers were 30% more likely to convert and spend significantly more, with basket values increasing by 12%. We saw even stronger engagement with website visits, as customers receiving mail returned 68% more frequently than others. The winback campaign was particularly impressive, delivering a 110% uplift in conversions and showing just how effective personalised communications can be in rekindling customer relationships.
