Reviving Dormant Customers for PapaPawsome.com
PapaPawsome.com, an online pet product and accessories store, identified a set of dormant
customers who had not made a purchase or engaged with the brand in the last 180 days. To address
this challenge, PapaPawsome.com brainstormed on a postcard campaign with Conwert.in, a leading
marketing agency specialising in customer reactivation strategies.
This case study highlights the successful pilot postcard campaign implemented by Conwert.in, which
effectively re-engaged these dormant customers and encouraged them to revisit PapaPawsome.com.
The Challenge:
The primary objective of the pilot campaign was to revive dormant customers who had not made a
purchase in the last 180 days and re-engage them with PapaPawsome.com. Conwert.in aimed to
design personalized postcards that would capture recipients' attention, reignite their interest in pet
products, and motivate them to revisit the website and make new purchases.
Strategy and Execution:
A. Identifying Dormant Customers: Conwert.in collaborated closely with PapaPawsome.com to
identify the group of 521 dormant customers who had not made a purchase within the last 180 days.
This data segmentation allowed for a targeted approach in the campaign.
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B. Personalized Postcard Design: The PapaPawsome team, in consultation with the Conwert team,
designed visually appealing postcards featuring adorable pet-themed illustrations and compelling
copywriting. Each postcard was personalized with a unique QR code, discount code and an offer of
30% flat off to create a sense of exclusivity and encourage re-engagement. This offer was not
available anywhere on PapaPawsome’s website or digital channels and was exclusive to the
postcard campaign.
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C. Targeted Distribution and Timing: Conwert.in worked closely with PapaPawsome.com to ensure
accurate customer contact information and timely delivery of postcards. The distribution strategy
focused on reaching the targeted dormant customers effectively through the India post system. The
timing was carefully planned to coincide with special promotions and exclusive offers, providing
additional incentives for customer re-engagement.
Results and Impact:
a. Customer Reactivation: The pilot postcard campaign successfully reactivated a significant portion
of dormant customers. Approximately 28% of the targeted group who received the personalized
postcards and scanned the QR code - made a purchase within the campaign period, exceeding
initial expectations.
b. Increased Customer Engagement: Reactivated customers exhibited increased engagement with
PapaPawsome.com - with quite a few of them scanning QR codes and completing transactions
even after 4-6 weeks of receiving the postcards. This indicated a renewed interest in the brand.
c. Average Order Value (AOV) Growth: Reactivated customers demonstrated a higher AOV (~20%
higher) compared to their previous purchases, suggesting an increased level of trust and willingness
to explore a wider range of products.
d. Positive Customer Feedback: Reactivated customers expressed positive feedback regarding the
personalized postcards, appreciating the thoughtful approach and incentives provided. This positive
sentiment contributed to improved customer satisfaction and loyalty.
The Revelation:
PapaPawsome.com has now uncovered a powerful new way to reach and connect with dormant and
active customers, tapping into their emotional connection with pets and providing personalized
incentives that reignite their interest. This successful pilot postcard campaign opens up exciting
possibilities for future marketing endeavors, showcasing the potential of this traditional yet impactful
medium in the digital age.