Office Essentials Emergency
KaiserKraft, a leading business supplies company, identified a significant revenue opportunity with customers showing the largest decline in spending compared to the previous year. Standard digital remarketing wasn’t effectively re-engaging these high-value lapsed accounts. Time-sensitive recovery of this lost revenue stream was identified as a critical opportunity to rebuild relationships with previously loyal customers.
Supply Chain Solution
Paperplanes developed a targeted direct mail winback strategy with two distinct approaches: discount-based and voucher-based campaigns delivered in January and February 2025. The campaigns specifically targeted customers with the biggest revenue losses from January-August 2024 versus the prior year. Each mailer was designed to create urgency while offering compelling incentives tailored to re-engage these valuable customers.
Business Back in Action
The January Discount campaign achieved an impressive 12.71x ROAS, from just 27 conversions at a 2.3% conversion rate. The January Voucher campaign delivered even higher transaction values, with an average basket of £851 and total sales of £17,864, achieving an 11.63x ROAS. These results demonstrate direct mail’s effectiveness in re-establishing relationships with previously loyal customers who had significantly reduced their spending.
