Increasing basket conversion using programmatic mail.
JD Williams wanted to see if a new media channel could help improve their retargeting response rates. Could physical mail deliver greater cut-through than email or banner ads?
JD Williams set up a trial with Paperplanes designed to deliver conclusive answers. That meant including the following segments:
A control group, where abandoned basket customers were sent no follow up messaging.
A group where customers received the existing two follow up emails.
And finally a group where customers received both follow up emails plus an item of direct mail.
For the final group, where Programmatic Mail complemented existing marketing channels, response rates increased overall by 6%. Average order value increased by 8% overall. Abandoned cart rates were reduced overall by 14% .
Download the guide for more detail on how JD Williams used Programmatic Mail to achieve these results.