Natural Origins
Woolroom is an environmentally friendly, UK-based business offering high-quality wool products for bedding, homeware, and more, with a mission to re-educate customers on the numerous benefits of wool. Their goal was to expand their online market and make sustainable products available to everyone, but they faced challenges with abandoned baskets and encouraging existing customers to make repeat purchases. The company teamed up with Paperplanes to see if personalised direct mail could increase sales and drive more purchases whilst maintaining their commitment to sustainability and premium quality.
Spinning the Strategy
Woolroom partnered with Paperplanes to identify customers who abandoned their baskets before completing purchases and encourage existing customers to make new purchases through monitoring of online customer activity to gain behavioural insights. Targeted customers were presented with relevant, personalised physical media showcasing their abandoned or recommended products, along with extra incentives to visit the site. A/B testing was implemented to refine the strategy and determine which creative approaches and offers resonated best with Woolroom’s environmentally conscious customer base.
Sustainably Superior
The campaign delivered impressive results with an 8.1% recovery rate of recently abandoned baskets, demonstrating effective conversion of lost sales opportunities. Customers proved twice as likely to return to Woolroom after receiving mailings, with engagement metrics showing mailed customers visiting twice as many pages and staying three times longer than their non-mailed counterparts. The campaign also fostered customer loyalty, with 10% of abandoned basket converters making more than one purchase since receiving their mailing, whilst more customers came directly to the site as a result of Paperplanes direct mail, reducing reliance on paid digital channels..
