Post-Purchase
+24%
60-day risk free trial
Who is the London Sock Company?
London Sock Company is the British brand that made premium socks a proper gifting category. Founded on the idea that great socks deserve the same care and craft as any other wardrobe staple, the brand has built a loyal customer base around beautifully presented, quality-led products that punch far above their price point as gifts. Its range spans classic stripes and bold patterns through to collaborations and personalised options, with a gifting proposition that drives significant volume around seasonal peaks.
Customer often buy for a birthday or Christmas and return the following year. Others discover the brand through a gift and become buyers in their own right. The retention team is built to find and keep these cohorts.
The First-Time Buyer Window
The post-purchase moment is one of the highest-intent windows in any customer lifecycle. A first-time buyer has just made a decision: they found a brand they liked enough to spend money with, and their openness to the next interaction is at its peak. The challenge is that the post-purchase inbox is crowded. Confirmation emails, dispatch notifications, review requests, and promotional sequences from every brand the customer has ever bought from compete for the same attention at the same moment.
For London Sock Company, a brand built on the physicality of a beautifully packaged product, the gap between what a digital thank you feels like and what the product itself feels like is significant. The post-purchase email does the job. It confirms, it informs. But it cannot carry the warmth of the brand or create a moment that a customer remembers and talks about.
A Note Worth Keeping
London Sock Company partners with Paper Run to run an automated post-purchase direct mail flow targeting first-time buyers. Each new customer receives a physical thank you note in the days after their order, arriving at home and reinforcing the brand impression at the moment when it is most likely to stick. The format is consistent with the quality and presentation the brand is known for, delivered through a channel where London Sock Company faces no inbox competition.
A holdout group is maintained throughout, giving the performance team a clean read on the true incremental impact of the physical touchpoint, separating the natural repeat purchase rate from the uplift driven by the mailer.
Worth More Than a Click
The post-purchase flow delivers an 7.1X incremental ROAS and a 24% uplift in repeat purchase rate, both measured against the holdout group. For a brand where the second purchase is the one that turns a gift buyer into a loyal customer, a 24% uplift in that conversion is a meaningful shift in the economics of every new customer acquired.
The always-on nature of the flow means every first-time buyer enters the same sequence automatically, and the results compound with every new customer London Sock Company acquires.
"We always believed the post-purchase moment was an opportunity we weren't fully capturing. The holdout results made it clear: a physical thank you note does something that a confirmation email simply can't."
Head of Performance, London Sock Company
Book
Setup time with the Paper Run team and learn how the world's best DTC brands are using Direct Mail.
More amazing stories
Read more about how rockstar brands are converting customers who don't open their emails.
