The collective challenge
Bower Collective, a sustainable household products company, was experiencing significant revenue loss through abandoned baskets and customer churn. Their remarketing strategies weren’t recovering these lost opportunities. They needed a multichannel approach that aligned with their sustainability values while delivering stronger recovery results across existing customers, new prospects, and lapsed purchasers.
Sustainable strategy
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.
Clean conversion
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.
