Abandoned Cart + Checkout
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Who Is Cowboy Colostrum?
Cowboy Colostrum sources first-milking, grass-fed bovine colostrum, a supplement category where sourcing and timing make all the difference and most brands can't compete on either. That commitment to quality over shortcuts is the whole premise of the brand: fewer, better ingredients, taken from the first milking when nutrient density is at its peak.
It's a product built for a customer who reads labels and asks where things come from, not one chasing a trend. Cowboy Colostrum earns that trust by staying specific about sourcing rather than leaning on generic wellness claims, and it's built a growing direct-to-consumer business around that specificity.
Gone Quiet At The Gate
A supplement this considered rarely gets abandoned at checkout by accident. More often it's a shopper who got interrupted, distracted, or simply needed a beat before committing to a new addition to their routine, and by the time they were ready to come back, email and SMS had already lost them. No opens, no clicks, no way back in through the channels built to recover an abandoned cart.
That's the gap Cowboy Colostrum was facing: real purchase intent sitting in abandoned carts and checkouts, with digital retargeting unable to reach the people who'd already gone quiet.
A Mailer That Rides In Anyway
Paper Run built an automated mailer aimed squarely at that unreachable group: shoppers who started a checkout or left items in cart but stopped engaging with email and SMS entirely. The flow runs fully automated, triggering only for carts that digital channels have already lost.
A physical mailer lands with the abandoned cart back in front of the shopper, at exactly the point digital retargeting had given up. For a considered purchase like colostrum, that tangible nudge is often what closes the loop that a fourth email never would.
Results Worth Riding Home About
The flow is driving a 24.3X ROAS on carts and checkouts that digital channels alone couldn't recover. For a supplement brand built on ingredient quality over volume, that's a meaningful reclaim of revenue that would otherwise have gone unclaimed.
It also means Cowboy Colostrum is capturing customers at the exact moment they'd already decided to buy, rather than starting the conversation over. A recovered cart today is a customer already sold on the product, giving the brand a running start on the kind of repeat, considered purchasing its category depends on.
"Paper Run recovers carts our emails never could. It's become one of the highest-return channels we run."
CEO & Co-Founder
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