Who are Percival?
Percival is a London-based menswear brand that puts a modern spin on classic styles. They’re known for reimagining timeless pieces, such as tailored jackets, relaxed shirts, and everyday staples, with a fresh, playful twist. The look is clean, confident, and never boring, which is why their collections often feel like wardrobe essentials infused with personality.
Percival has physical stores in Soho and Spitalfields, and a strong online presence through their DTC site. Recently, they launched one of the most impressive loyalty and memberships we've seen - powered by our partner Yotpo.It’s simple: shop your favourite pieces, earn coins (points), and redeem them for discounts, perks, and even free shipping. Members also enjoy access to exclusive offers and rewards, making it even more worthwhile to stick with the brand. Ultimately, the program is Percival’s way of giving back to the community that supports them, creating a shopping experience that feels more personal and rewarding.
Opportunity in the non-openers
Percival use our partner Ometria to power their email flows, including reminders to customers about unspent loyalty coins. However, they identified that many of these loyalty reminder emails were going unread, often ending up in the promotions tab or simply ignored amongst a competitive inbox.
Percival knew they could do better and noticed how Paper Run had helped other brands boost their loyalty programs, including Wolf & Badger, Paul Smith and Ruggable. They decided to reach out to us to get everything set up.
Points in the Post
By using Paper Run's integration with Ometria and Yotpo, Percival set up automated Direct Mail flows that sent personalized postcards to customers who could not be reached through existing channels. These postcards reminded them about their unspent loyalty points in a way that felt both engaging and memorable.
When loyalty reminder emails went unopened, Paper Run stepped in by sending beautifully designed, hyper-personalized postcards. Each postcard highlighted the exact number of unspent points a customer had and showed them what those points could be redeemed for, making it easy to see the value right away.
To measure the impact of adding Direct Mail, Percival ran an incrementality test using Paper Run's holdout functionality. They split their audience 50/50, ensuring that both groups continued to receive the standard email flows. Then they tested as follows:
🧪 Test group: Received one of the loyalty reminder postcards
❌ Control group: Did not receive the postcard
Percival Postcards FTW
Percival’s physical loyalty reminders delivered a 65% uplift in orders from customers who received them compared to those who didn’t. That translated into an incremental 3X return on spend — clear proof of the power of Direct Mail to reach customers email alone couldn’t touch.
The best part? This trigger-based flow now runs automatically in the background for Percival. It consistently reaches otherwise unreachable customers, supercharges their loyalty program, and generates incremental profits every single day.
CRM Manager, Percival
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