Abandoned Browse
154%
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Who are Pom Pom London?
Pom Pom London is the UK accessories brand that turned the crossbody bag into a wardrobe essential. Founded in 2015, the brand has built a community of over 877,000 customers with a range of full grain leather bags, interchangeable straps, wallets, and accessories, all designed to bring personality and colour to everyday life.
From its bestselling Original crossbody to a growing catalogue of totes, bum bags, weekend bags, and occasion styles, Pom Pom London has grown into one of the UK's most recognisable accessories brands. With an active community, a cult following across social channels, and coverage in titles from Vogue to the Daily Mail, the brand has built genuine love at scale.
The Inbox Isn't the Only Door
With a large and fast-growing customer base, Pom Pom London's email programme was performing well. But a meaningful segment of their most commercially valuable prospective customers was slipping through the net: site visitors who had browsed products, shown clear purchase intent, and then disappeared without converting.
These were warm, interested shoppers who had already found the brand. The challenge was not reaching new audiences, but re-engaging the ones who had already raised their hand. For customers who weren't opening emails, digital channels had limited reach. A new touchpoint was needed.
A Personal Drop Through the Door
Pom Pom London partnered with Paper Run to layer direct mail into their abandoned browse flow. Customers who visited the site, browsed products, and did not convert, and who could not be reached through email, automatically triggered a personalised, beautifully printed postcard delivered to their door. The flow required no ongoing management once live, running fully automated in the background.
To measure the true impact of the channel, Pom Pom London used Paper Run's holdout testing tool to run a precise incrementality test. A test group received the postcard; a control group did not. The results made it possible to attribute performance directly to direct mail. At a customer acquisition cost of just £10 per converted customer, the channel proved its efficiency from the first send.
A Conversion Worth Carrying
The holdout results were emphatic. Customers in the direct mail group converted at a rate 154% higher than those in the control group, and the campaign delivered a 12.1X incremental ROAS, confirming that direct mail was generating revenue that email alone was leaving behind. At £10 per acquired customer, the economics of the channel are compelling at scale.
Pom Pom London now has a fully automated acquisition and recovery channel running continuously, reaching browse visitors in a medium their inbox-based competitors cannot match. For a brand with hundreds of thousands of customers and a growing product range, the opportunity to convert warm intent across every new collection keeps compounding.
"We knew those browsing customers were there. Paper Run gave us a way to reach the ones email couldn't, and the holdout data confirmed it was genuinely driving incremental conversions. At £10 a customer, the numbers speak for themselves."
Co-Founder, Pom Pom London
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