Thread Count Troubles
Soak&Sleep is currently one of the most successful bedding and bath retailers in the UK. From humble beginnings in a spare bedroom in 2008 Soak&Sleep have diligently been working to improve and maximise the comfort and quality of sleep that their customers are getting. Soak&Sleep source the finest materials across the globe and produce high quality, long lasting, personalised and affordable bedding.
The Sleep Remedy
Soak&Sleep and Paperplanes partnered to trial our innovative approach to postal marketing. The activity would focus on triggering relevant, personalised and physical media to customers of Soak&Sleep who haven’t returned to the website for a prolonged period of time.
Additionally there was activity targeting customers who had recently purchased from Soak&Sleep. These customers are also sent physical direct mail to encourage follow-up purchases with the overarching goal being to increase customer engagement online and to increase overall conversions.
Comfort Achieved
The direct mail campaigns delivered impressive results across all customer segments and touchpoints. Abandoned cart recovery achieved a strong 17.1% conversion rate, while recent basket abandoners converted at 9.6%, demonstrating the effectiveness of timely, personalised communications. The strategy proved particularly successful at re-engaging lapsed customers, with winback campaigns achieving 3.2% conversions and next purchase campaigns capturing 6.3% of previous converters.
Website engagement showed substantial improvement, with mailed customers 30% more likely to return and convert compared to non-mailed cohorts. The financial impact was equally significant, as mailed customers generated 30% higher average basket values than their non-mailed counterparts. These results demonstrate how physical direct mail not only recovers lost sales opportunities but also creates more valuable customer interactions across the entire bedding and bath retail journey.
