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
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.
Rob Abrahams
Founder, CEO, COAT
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