Yorkshire Handmade Pies

An Appetite for Growth

Yorkshire Handmade Pies is a family-run producer of traditional pies made by hand, and sold directly to consumers through its Shopify store. Whilst the business had built a loyal customer base, it looked to reinforce dedicated purchasing behaviour and drive commitment to subscriptions.  For this, the brand looked for a  a noteable and impactful channel capable of winning the attention of occasional buyers.

The Method to It

Paperplanes and Webmart partnered to execute four trigger-based postal campaigns. With Paperplanes integrating directly with the Yorkshire Handmade Pies Shopify checkout, they were able to trigger abandoned basket mailers for new and existing customers, post second order subscription nudges, plus winback campaigns targeting customers absent for 60 or more days. Each campaign sent out personalised A4 mailers in C5 envelopes featuring personalised content, product imagery, loyalty rewards messaging, and tailored discount codes. A frequency cap was also put in place, ensuring no customer received more than one mailing every 30 days.

A Slice of Success

Across the measured period, the campaigns achieved a 10.37% conversion rate and a ROAS of £6.44 for every £1 spent, with basket values averaging at £56. The mailed cohort outperformed the control group across all four campaigns, with conversion rate uplifts ranging from 16.0% for existing basket abandoners to 136.8% for the post second order cohort. The overall response rate surpassed the JICMail industry benchmark by 220%, demonstrating the impact of personalised postal marketing within Yorkshire Handmade Pies’ customer retention strategy.