Who are Ancestral?
Ancestral Supplements was created around a simple idea: modern diets are missing many of the real nutrients our ancestors relied on. The brand focuses on bringing traditional nose-to-tail practices back by offering high-quality, grass-fed beef organ supplements sourced from New Zealand and Australia. Their mission is to make it easier for people today to get the dense nutrition that once came naturally from the way humans ate for generations.
On the ecomm side, they run their business using Shopify for their storefront, Klaviyo for all email and customer communication, and SKIO for subscriptions. This setup helps them give customers a smooth and reliable experience while building a community around better health, strength, and simple ancestral habits.
Digital Detox
Ancestral Supplements has a devoted customer base, but they still deal with a familiar challenge: once subscribers cancel, it becomes incredibly hard to reach them again. Emails don’t land where they should, often slipping into promotions tabs or getting filtered out entirely. Even with a strong brand and a loyal following, messages to cancelled subscribers get lost in the digital noise, making it difficult to reactivate customers who have ended their subscriptions.
This creates an important opportunity to reach the cancelled subscribers that email could not. After seeing how Paper Run helped subscription brands like Grüns, Wellbel, and Create, the Ancestral team got to work testing things out.
The ways of our ancestors
Using Paper Run's integrations with SKIO, Klaviyo, and Shopify, Ancestral was able to build automated flows that sent personalized, beautifully crafted postcards to customers who cancelled their subscription and could not be reached through other channels.
To understand the impact this would have, they used Paper Run's holdout testing features to set up an incrementality test.
🧪 Test group: Cancelled subscribers who did receive the postcards (and still received all other communications).
❌ Control group: Cancelled subscribers who did not receive the postcards (and still received all other communications).
Paper Run then automatically compared the two groups of customers, giving Ancestral a clear view of the exact incremental impact that these postcards were having on their cancelled subscribers.
The old ways are the best
Ancestral saw a 22.38% increase in subscription reactivations from their cancelled subscribers after adding Paper Run to the mix, and even better, these customers have generated an incremental 5.4x return on spend.
These automated flows are now printing and delivering every day for Ancestral, winning back cancelled subscribers who are detached from their screens the old-fashioned way.
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Read more about how the world's best DTC brands are converting customers who don't open their emails.
