Programmatic mail bought refreshing results

Background

DASH Water is a refreshingly innovative soft drink company that has made a name for itself by transforming the way we think about flavoured water; founded on the principle of using “wonky” fruit. 

The brand sells their tasty water direct from their website either through individual purchase or a subscription.  They also offer reward points for repeat and subscribed customers. 

DASH Water embarked on a strategic partnership with Paperplanes using first party data to introduce an innovative marketing strategy that combines offline and online approaches to improve customer engagement.

Solution

DASH Water and Paperplanes implemented programmatic mail using first party data across key campaigns:

-    ‘Next best purchase’ - to encourage customers to upsell

-    ‘Winback’ - rekindling the interest of lapsed customers

-    ‘Abandoned baskets’ - recapturing potential lost sales but also re-engaging customers who left items in their carts. 

Beautiful, DASH Water branded mailings landed on logged in customers’ doormats. Each was personalised and included a money off discount to tempt customers back online. 

Results

Programmatic mail produced mouthwatering results for DASH Water

-    The ‘Next Best Purchase’ campaign achieved an impressive 125% increase in sales

-    The ‘Winback’ campaign led to an outstanding 168% increase in conversion rates.

-    The ‘Abandoned baskets’ campaign achieved an pleasing 8% conversion rate

A highlight lay in the customer return rate, with an impressive 56.8% of customers returning to the site after receiving programmatic mail. 

This far exceeded return rates observed with alternative marketing channels, emphasising the effectiveness of DASH Water’s programmatic mail approach in capturing attention and fostering sustained engagement. 

Source: Paperplanes