The comfort conundrum
Otty, a premium mattress and sleep accessories brand, recognised the opportunity to enhance their customer journey through strategic direct mail touchpoints. With high-value products requiring careful consideration, they needed a comprehensive approach covering abandoned basket recovery, follow-up communications, next purchase encouragement, and referral activation to maximise customer lifetime value.
Restful re-engagement
We implemented a sophisticated multi-stage campaign strategy targeting customers at different points in their purchase journey. Our approach included immediate abandoned basket recovery, strategic follow-up communications for persistent abandoners after 19 days, next purchase campaigns for customers 60 days post-purchase, and referral campaigns targeting customers after 365 days. Each campaign was carefully timed and personalised to match Otty’s premium brand positioning whilst driving measurable action.
Dream results
The campaign delivered substantial improvements across all key metrics. Average basket values increased by 19.4% period-on-period, reaching £683, demonstrating the power of direct mail in driving premium purchases. Abandoned basket campaigns showed particularly strong performance with a 20.7% increase in basket values, whilst follow-up campaigns generated an impressive 82% increase in website return rates. The refer-a-friend strategy proved especially effective, with basket values increasing by 82.9%. Overall, 16.36% of converted customers made repeat purchases, proving the campaign’s effectiveness in building long-term customer relationships.
