1305%
ROAS
DukesHill
The Ingredients
DukesHill are a premium artisan food retailer and proud Royal Warrant Holder, specialising in traditional artisan produce and luxury food gifts delivered across the UK. With strong brand recognition and product demand, the business wanted to get ahead of familiar ecommerce challenges: customers abandoning baskets, one time buyers failing to return, and lapsed seasonal shoppers. Webmart partnered with Paperplanes to help DukesHill address these drop off points whilst preserving the premium brand experience the business is known for.
The Recipe
Webmart and Paperplanes delivered a personalised, behaviour- triggered direct mail programme targeting three distinct customer journeys: basket abandoners who had not returned within 24 hours, first time buyers at the 15 day mark to encourage a second purchase, and lapsed Christmas customers approaching their purchase anniversary. Together their data-led personalisation strategy ensured every piece reached the right customer at the right moment. Each mailing was dynamically personalised with content and offers tailored to the recipient’s cohort, and a 30 day send frequency cap was applied to protect the quality of the customer experience.
The Proof in the Pudding
The programme generated a 22.22% higher conversion rate among mailed customers compared to non-mailed customers, alongside a 1305% ROAS whereby £13.59 returned for every £1 spent. Mailed customers returned to the website 24.79% more frequently, and in one 3-month window alone (July–September 2025), 2,997 customers mailed generated £33,000 in sales at a £118 average order value. Notably, 38% of customers converted without using a discount code, demonstrating that relevance and timing were powerful enough drivers on their own.
11%
Customer reactivation through personalised automated direct mail
37%
Uplift in Sales
Benefit
Mirror, Mirror
Leading women’s cosmetics brand, Benefit, teamed up with Paperplanes and Royal Mail Marketreach to implement a direct mail campaign focused on increasing online sales conversions for their eyebrow products. The beauty brand had noted a high volume of visitors who were only browsing products online, opening up an opportunity to target customers when they engaged but did not purchase. With a growing range of eyebrow products being introduced, the cosmetic company wanted to focus specifically on increasing conversions within their eyebrow range.
Getting Ready
Paperplanes teamed up with Benefit to programmatically trigger personalised letters to to customers that browsed eyebrow products on their website, but didn’t make a purchase. The letters were designed to encourage customers to complete a purchase on the exact product they viewed, promoting free delivery for the customer to strengthen conversions. Unique shipping codes were applied to each letter to track and monitor performance. The creatives comprised of a double-sided, full-colour print A4 letter and C5 envelope with elements of personalisation across both to enable maximum impact with the customer on delivery through instant brand recognition.
The Perfect Look
Mid campaign results revealed a 37% uplift in sales of eyebrow products online, with an average customer value of over £40. Results from the campaign also revealed that engagement levels had risen to over 28%. Marketreach research has previously indicated a piece of direct mail will stay present in a customer’s home for an average of 17 days. Initial findings from this campaign have built further on that insight, with the majority of customers targeted converting 2 to 16 days after receiving the mailing.
11%
Customer reactivation through personalised automated direct mail
“The team at Paperplanes have been helpful and supportive to ensure we had a smooth sailing launch. Mid way through our campaign we are happy to see some positive results comes through.”
CRM Manager, Benefit
195%
Uplift in No7 Skincare incremental sales
Boots
Unreachable Skin Seekers
Boots has a best-in-class digital strategy for delivering lifecycle CRM for their number one skincare brand, No7, with sophisticated email and app programmes driving customer engagement and repeat purchase. However, a larger proportion of their Advantage Card base only had direct mailable consent, leaving an untapped audience for customer contact. They wanted to test a customer-responsive automated mail journey in a physical format to enhance their CRM programme and unlock new sales from this hard-to-reach segment, particularly for their scientifically-backed No7 Retinol range which requires education and replenishment reminders.
Beauty Treatment Plan
In collaboration with Paperplanes, Boots initiated a trial on their No7 Retinol range, replicating their existing purchase-triggered CRM email and app programme structure as a 3-stage, customer-responsive automated mail journey. Each envelope was unique, using letter format in clear address carrier envelopes with strong Boots Advantage Card and No7 branding to differentiate from traditional one-page mailers. The creative integrated with the No7 Retinol brand campaign, weaving together succinct callouts alongside lifestyle imagery across 2 sides of A4 with clear visual hierarchy and personalised titles. Their third mailing included an optimised offer with both barcode and media code, giving customers freedom to shop in-store or online, whilst additional nudges encouraged email opt-in and app downloads via QR codes.
Youthful Returns
Boots’ targeted 3-step mail customer lifecycle programme successfully drove both product replenishment and cross-sell of the No7 Pure Retinol franchise, generating a 114% uplift in spend per mailed customer and a remarkable 195% uplift in No7 Skincare incremental sales. The programme paid itself back within the first 4 weeks of launch, proving the commercial viability of investing in physical mail for customers with mail-only consent. The success demonstrated that programmatic direct mail could effectively replicate complex digital CRM journeys whilst unlocking a previously untapped customer segment. Boots were able to expand their lifecycle marketing beyond email and app to reach their entire Advantage Card base with personalised, purchase-triggered communications.
11%
Customer reactivation through personalised automated direct mail
“Partnering with Paperplanes allowed us to unlock a significant untapped customer base who only had direct mail consent. The 3-step automated mail journey delivered exceptional results, 114% uplift in spend and 195% increase in No7 Skincare sales, whilst paying for itself within just four weeks.”
CRM Manager, Boots
11%
Customer reactivation through personalised automated direct mail
Gousto
The Challenge on Our Plate
Gousto, one of the UK’s fastest-growing recipe kit providers, had seen digital response rates plateau. They partnered with Paperplanes to explore whether fast, personalised direct mail could re-engage lapsed customers and strengthen their existing customer journey.
Our Recipe for Success
Personalisation and speed were central to the strategy. We created dynamic mail pieces featuring weekly meal recommendations tailored to each recipient. We also tested direct discounts against QR-code offers that linked customers straight into the Gousto app, helping identify the most effective route back to subscription.
Bon Appétit
The campaign exceeded expectations. 11% incremental uplift overall. QR codes proved highly effective, driving customers directly back into the app while mailed customers showed stronger long-term retention, increasing lifetime value beyond the initial conversion.
11%
Customer reactivation through personalised automated direct mail
“We were looking for the right capability and channel to help us resurrect customers who had recently lapsed. Paperplanes integrated seamlessly with our integration tools, helping us learn best practices for reaching these customers. Paperplanes are a valuable partner for us to help aid our customers contact strategy.”
CRM Manager, Gousto