Checkout Recovery
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Who Is Agua de Madre?
Agua de Madre is a London-brewed gut health brand built on water kefir, a living ferment cultured from a ‘mother’ grain and centuries of fermentation tradition. The range spans water kefir, Remedio Infusions, Culture Shots and Agua Fresca, each one carrying billions of live cultures and a mission that runs deeper than the drink itself: the brand is female-founded, B Corp certified and donates a share of profits to women-focused charities worldwide.
Agua de Madre has built a community as distinctive as its product, using language like ‘Madrehood’ and ‘familia’ to describe the customers who buy in. Endorsements from the likes of Holly Willoughby and Melissa Hemsley have introduced the brand to a wider audience, but its growth is driven by repeat purchasers who treat these drinks as a daily ritual, not a one-off try.
Left at the Counter
A ritual product lives or dies on repeat purchase, which makes checkout abandonment a particularly painful leak for a brand like Agua de Madre. A customer who adds a case of Culture Shots to their basket has already done the hard part, deciding to try gut health fermentation, only to drift away before paying. Email can chase that basket, but inboxes are crowded with the same generic discount language every other DTC brand is sending, and Agua de Madre’s story is anything but generic.
The brand needed a way to recover those checkouts that matched the tactility of the product itself: something considered, physical and worth pausing for, rather than another subject line competing for a swipe.
Cultured, Not Cold
Paper Run runs an automated direct mail flow that triggers off abandoned checkouts, putting a physical mailer in front of the customer while their intent is still warm. The mailer carries the brand’s own visual language, the same warmth and community feel that defines Agua de Madre’s packaging and Madrehood messaging, so it reads as an extension of the brand rather than a generic recovery discount.
Because the flow is fully automated, every abandoned checkout across the customer base is caught without any manual list-pulling or campaign scheduling. The mailer lands within the window where the customer still remembers exactly what they were about to buy and why.
First-Class Ferment
The abandoned checkout flow is converting at 9%, with a 9.5X return on ad spend across the mailers sent. For a subscription-minded, ritual product, a recovered checkout rarely stays a single order. Once a customer receives their first case and builds Agua de Madre into a routine, the lifetime value compounds well past that first transaction.
The flow now runs as a permanent fixture of Agua de Madre’s retention stack, quietly recovering revenue that would otherwise have gone uncollected between an abandoned basket and a customer who simply forgot to come back.
"We’ve been really pleased with the performance. The solution works very well and has delivered exactly what we needed."
Marketing, Agua de Madre
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