Winback
60-day risk free trial
Who Is Cowshed?
Cowshed makes spa and bath products with a distinctly British sense of humour, apothecary-grade formulas sold under cheeky, animal-themed names that turn a bath oil or hand cream into something a customer actually enjoys picking out. Born out of a working farm spa, the brand has built a loyal following on products that feel indulgent without taking themselves too seriously.
That same attention to detail extends beyond the product itself. Cowshed's customers tend to be creatures of habit, working through a candle or body wash at a fairly predictable pace, which gives the brand a genuine opportunity to know roughly when someone is due to run out and ready to buy again.
Gone Quiet, Right When It Mattered
A churned customer flow is only as good as its timing, and a generic one risks reaching people either too early, while they're still working through their last order, or too late, after they've already replaced Cowshed with something else on the shelf. For customers who'd also stopped opening email or visiting the site, that window to land at the right moment was closing fast, with no digital channel left to signal when it had arrived.
Cowshed needed a way to reach these lapsed customers not just reliably, but at the moment they were most likely to actually be out of product and open to coming back.
Timing Built Around The Customer, Not The Calendar
Paper Run didn't just automate a generic churn trigger, it tuned the send to the point where a Cowshed customer is most likely to have worked through their last order and gone quiet everywhere else: no email opens, no clicks, no site visits, for a sustained stretch that lines up with typical usage. The mailer only fires once both conditions are true, so it's landing as a genuine reminder rather than a premature nudge.
The flow runs fully automated against that tuned window, giving Cowshed a repeat-purchase touchpoint that shows up exactly when a customer is likely running low, not on a generic monthly schedule.
Results That Reward The Right Moment
The flow is driving a 7.9X ROAS on customers who'd gone fully dark across every digital channel, a strong return made possible by timing the send to match real customer behaviour rather than an arbitrary churn date. That precision is the difference between a mailer that feels intrusive and one that feels like good timing.
For a brand built on products people use up and repurchase on a cycle, getting that rhythm right turns a one-off winback into a genuinely sustainable channel for recovering lapsed customers before they settle on a replacement.
"What impressed us most wasn't just that Paper Run could reach customers we'd lost everywhere else, it's that they got the timing right. Landing exactly when a customer is likely running low made the mailer feel like a helpful nudge rather than a cold winback, and the results reflect that."
Head of Growth, Cowshed
Book
Setup time with the Paper Run team and learn how the world's best DTC brands are using Direct Mail.
More amazing stories
Read more about how rockstar brands are converting customers who don't open their emails.
