Running Low on Energy
Your Super is a premium superfood and plant-based nutrition brand offering organic supplement blends designed to support health and wellness goals through natural ingredients. Despite strong product quality and passionate customers, they faced challenges with abandoned baskets, customers not returning for repeat purchases of their wellness products, and re-engaging lapsed customers who had previously shown interest in their superfood offerings. Their digital-only remarketing strategies weren’t effectively recovering these opportunities across multiple customer lifecycle stages, particularly for health-conscious consumers who are increasingly selective about the marketing communications they engage with in the wellness space.
Health Reboot
Paperplanes implemented a comprehensive automated direct mail strategy across multiple customer segments, including abandoned basket recovery (17% conversion), next purchase opportunities (11% conversion), and winback campaigns (5% conversion). Over 3,580 letters were deployed during the analytical period, each carefully tailored to customer segment needs and designed to reflect Your Super’s clean, wellness-focused brand aesthetic. The campaigns recognised different optimal timing windows across segments, from 17-day conversion for abandoned baskets to 25 days overall, ensuring messaging reached customers at the right moments in their health and wellness purchasing journey.
Peak Wellness
The campaign delivered exceptional results, generating £12,176 in mailed sales from just £3.1k investment, with customers proving 6 times more likely to return after receiving mailings. Conversion rates were strong across all segments 17% for abandoned baskets, 11% for next purchase, and 5% for winback. Engagement metrics demonstrated the quality of direct mail traffic, with mailed customers staying twice as long on-site and viewing 25% more pages than non-mailed counterparts. Most impressively, 26% of targeted customers made more than one additional purchase since receiving their mailing, proving direct mail’s effectiveness in building sustained engagement essential for subscription-style wellness product success.
