Who are Alt Fragrences?
ALT Fragrances is disrupting the fragrance world with high-quality, but accessible-to-all, D2C perfumes. Founded in 2019 by Michael Saba, the brand cuts through the typical expenses that often cause perfume prices to skyrocket, like celebrity endorsements and packaging. They also strive to be more transparent than existing designer perfume and cologne companies, using clean, vegan, and cruelty-free ingredients that resonate with today’s consumers. Saba’s ultimate goal was to create better products, ones that everyone could enjoy — and with ALT Fragrances, he has brought those products to life.
Abandoned Carts that can't be reached
Like every DTC brand, Alt struggles with abandoned carts. They’ve set up automated Klaviyo flows that trigger emails to remind customers to recover these carts — but they noticed many of these emails went unopened.
Having seen how Paper Run’s Klaviyo integration helped brands like Dash Water, Create, and Wellbel with this exact problem, the Alt Fragrances team decided to reach out to see if we could help.
Scent in the post
Working with Paper Run, Alt Fragrances launched an automated abandoned cart flow via direct mail, seamlessly integrated with their Klaviyo setup.
Since this was Alt’s first time testing direct mail, they wanted to measure its true impact. Using Paper Run’s holdout testing capabilities, they ran an experiment where 50% of the eligible audience received mailers, while the other 50% were held back as a control group. This allowed Alt Fragrances to clearly isolate the effect of direct mail—ensuring any uplift wasn’t driven by other marketing activity.
Smells like success
This automated direct mail flow has shown the Alt Fragrances team just how impactful direct mail can be for their growth.
3X Incremental Return on Ad Spend
+18% uplift compared to the holdout group
Today, the flow continues to run uninterrupted - optimizing the conversion rate of Alt’s web traffic and driving meaningful incremental revenue for their business, with no ongoing effort or maintenance.
The Alt team has now begun embedding direct mail across their broader marketing strategy to maximize conversions from customers they once thought were out of reach.
CEO and Founder, Alt Frangrences
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Read more about how the world's best DTC brands are converting customers who don't open their emails.
