Who is Dirtea?
DIRTEA is a London-based wellness brand founded by brothers Andrew and Simon Salter. Founded with a mission to make wellness simple, Dirtea is one of the UK’s fastest-growing functional mushroom brands, helping customers boost energy, focus, and balance through its range of adaptogenic coffees, teas, and superfood blends. Built around the power of nature and backed by science, Dirtea has quickly become a cult favourite among health-conscious consumers seeking clean, effective ways to support their mind and body.
When the Buzz Wears Off
For a brand built on keeping people energised and focused, Dirtea faced a problem of its own, a growing group of customers who had completely switched off digitally. These one-time sippers had tried the magic of functional mushrooms but then went silent, ignoring emails, skipping SMS reminders, and vanishing from the website entirely. Despite well-crafted digital flows, this segment remained stubbornly unreachable. Dirtea needed a smarter, low-lift way to wake up these dormant customers, without adding extra strain on the team’s time or resources.
Brewing a Better Strategy
By using Paper Run's integration with Klaviyo, Shopify, and SKIO, Dirtea was able to set up automated Direct Mail flows to send personalized postcards to customers they couldn't reach through existing channels, at key moments throughout the customer lifecycle.
When emails go unopened, Paper Run steps in to stir the pot, sending beautifully designed, hyper-personalised postcards to churned subscribers, checkout abandoners, and silent sippers. It’s Dirtea’s way of staying in the mix, ensuring every customer gets the perfect blend of message and moment.
Everything runs hands‑free, monitored through Paper Run’s dashboard.
Mush-Room for Celebration
9.37X
8.3%
Dirtea has been seeing huge success with Paper Run, bridging a critical gap in their CRM and driving impressive returns.
Return on Ad Spend (ROAS): Dirtea is seeing a 9.37X First Order ROAS, making these automated Direct Mail flows one of the most effective channels in their CRM.
Conversion Rate: These flows are achieving a 8.31% conversion rate, winning back a significant number of lapsed customers, canceled subscribers, customers with expiring loyalty points, and recovering abandoned checkouts.
Here’s the beauty of it: Dirtea’s flows practically run themselves, printing and posting personalised postcards daily to customers all over the UK. And as Dirtea stirs up its US launch, Paper Run’s automations will be right there, delivering the magic stateside too.
CRM & Retention Manager
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