VAAY is a pioneer for high-quality CBD and hemp products in Europe. With the VAAY Club, its loyalty program, the brand maintains a strong community and a loyal customer base. But even the most loyal customers eventually become inactive. Because these customers could no longer be reached by email, VAAY turned to PostPal to reactivate these valuable customers.
The campaign:
Ahead of Black Friday, VAAY ran a winback campaign as a pre-Cyber deal. The target audience was VAAY Club members who had been inactive for between 90 and 390 days. The postcards offered a €15 voucher with a minimum order value of €29. The design was playful and simple so it could capture the attention of former customers.
The result:
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Far above-average AOVs with an uplift of 28%, clearly above the voucher’s minimum order value.
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The high basket value reduced the effective voucher cost to below 23%.
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317% ROAS at a 3.2% conversion rate
The campaign was profitable immediately, and the reactivated customers now contribute to higher customer lifetime value through additional purchases.