Sleepless Nights
DreamCloud is a premium mattress and sleep products brand operating in the competitive direct-to-consumer bedding market, where customers often research extensively before making high-value purchase decisions. They faced significant challenges with abandoned baskets, as potential customers would invest time configuring their ideal sleep setup but fail to complete transactions, representing substantial lost revenue. Their digital-only remarketing strategies weren’t effectively recovering these high-intent prospects who had demonstrated clear purchase interest, particularly for products requiring significant financial commitment and trust in quality.
Finding Comfort
Paperplanes implemented a targeted abandoned basket recovery campaign triggered 24 hours after cart abandonment, recognising this as the optimal window to re-engage customers whilst purchase intent remained strong. Each mailing was carefully designed to reflect DreamCloud’s premium positioning in the sleep wellness space, addressing common purchase hesitations around quality, comfort, and value whilst creating urgency to complete the transaction. The physical touchpoint provided additional reassurance for customers making considered purchases, complementing digital remarketing efforts with a tangible reminder of their sleep upgrade journey.
Dream Results
The campaign delivered strong results demonstrating the effectiveness of direct mail for high-consideration purchases, with mailed customers converting at a 17.14% higher rate than the non-mailed control cohort. Beyond conversion improvements, mailed customers also demonstrated 13.38% higher average basket values, suggesting they felt more confident investing in premium products or adding complementary items after receiving the physical reminder. These results prove that for considered, high-value purchases like mattresses, direct mail provides the additional trust and reassurance needed to convert hesitant buyers who have already shown strong purchase intent.
