The comfort conundrum

Mattressman, a leading online mattress retailer, recognised the challenge of converting high-intent customers who had shown purchase behaviour but hadn’t completed their transaction. With cart abandonment being a significant issue in the furniture sector, they needed a strategic approach to re-engage customers through multiple touchpoints and bring them back to complete their purchases.

Restful re-engagement

We implemented a sophisticated multi-tiered direct mail strategy targeting customers at different stages of their purchase journey. Our approach included immediate abandoned basket recovery, follow-up communications for persistent abandoners, targeted messaging for customers who removed items from their baskets, and strategic winback campaigns for past purchasers. Each campaign was carefully timed and personalised to maximise relevance and drive action.

Dream results

The results exceeded expectations across all campaign types. Mailed customers proved 233% more likely to convert than non-mailed cohorts, demonstrating the power of physical touchpoints in a digital-first category. The abandoned basket campaigns showed consistent month-on-month improvement, with conversions increasing 8.7% and average basket values rising. Most impressively, the winback campaigns for 6-month lapsed customers achieved a 75% increase in conversion rates, proving that strategic re-engagement can successfully reactivate dormant customers in the mattress category.
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