Primed for Success: COAT Paints’ 6.7X ROAS with Direct Mail Automation

Primed for Success: COAT Paints’ 6.7X ROAS with Direct Mail Automation

Funnel Coversion

Funnel Coversion

Funnel Coversion

19.8%

19.8%

Increase in

Increase in

customer conversions

customer conversions

COAT saw 6.7X incremental ROAS from Paper Run's direct mail automations

COAT saw 6.7X incremental ROAS from Paper Run's direct mail automations

Try Paper Run now

Try Paper Run now

Try Paper Run now

Meet COAT Paints, B-Corp

COAT Paints (B-Corp) was founded by Rob and Rob, two friends passionate about transforming the home decor experience with climate-positive, high-quality paints. Their mission is to make the process of selecting and purchasing paint as effortless as possible, ensuring customers can create beautiful, stylish spaces with confidence.

COAT offers a curated selection of modern colors, all sustainably produced and delivered directly to the doorsteps of homes across the country. Their commitment to sustainability and convenience has made COAT a trusted choice for environmentally conscious homeowners.

COAT's Paint Point: unopened emails

Like every brand we speak to, COAT Paints faced the challenge of driving purchases from customers who weren’t opening emails, creating a gap in the conversion funnel that needed to be addressed.

They saw how Paper Run had helped AKT London to re-engage customers, as well as their cart-abandonment success with companies like LESTRANGE and Spacegoods.

Painting by Numbers: A/B test

COAT teamed up with Paper Run to implement a direct mail campaign targeting customers who weren't opening emails. They used Paper Run’s A/B testing feature to split the audience into test and control groups:

  • 📬 Test Group: Received personalized mailers encouraging them to complete their purchase of paint.

  • ❌ Holdout Group: Received no direct mail.

This approach allowed COAT to measure the exact impact of direct mail, confirming whether it was the key driver of conversion.

Coated in Success

6.7X

6.7X

Incremental
ROAS

Incremental
ROAS

19.8%

19.8%

Increase in

Increase in

customer conversions

customer conversions

The direct mail campaign delivered impressive results, achieving a 6.7X incremental ROAS and a 20% conversion uplift (stat sig). The personalized, well-timed mailers successfully re-engaged customers, driving conversions where emails and SMS efforts had fallen short.

COAT have now rolled this automation out to 100% of these customers - every day Paper Run are printing and delivering, ensuring customers to make their rooms beautiful with COAT paints.

"Being able to A/B test a channel is a performance marketing dream. Paper Runs's A/B testing feature has given us a way to measure the pure incrementality of the direct mail channel and the results are incredible."

"Being able to A/B test a channel is a performance marketing dream. Paper Runs's A/B testing feature has given us a way to measure the pure incrementality of the direct mail channel and the results are incredible."

Rob Abrahams

Rob Abrahams

Founder, CEO, COAT

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Automate Direct Mail to customers who you can't reach

Copyright © 2024 Paper Run. All Rights Reserved

Automate Direct Mail to customers who you can't reach

Copyright © 2024 Paper Run. All Rights Reserved

Automate Direct Mail to customers who you can't reach

Copyright © 2024 Paper Run. All Rights Reserved