Who are Eberjey?
For over 25 years, Eberjey has been quietly winning hearts (and pyjamas) by redefining what it means to be comfortable, stylish, and unapologetically you. When Eberjey’s founders, Mariela and Ali, noticed that the sleep and loungewear market needed a refresh that prioritized the person wearing the piece rather than just how it looked, they set out to build a brand where authenticity, softness, and confidence go hand in hand.
What started as a small side project blossomed into an iconic label built on the idea that you deserve to feel relaxed and fabulous. Whether you’re slipping into their signature PJs or lounging on a Sunday with a cup of coffee, Eberjey’s mantra, “For The Softer Side of Life,” isn’t just a tagline; it’s a lifestyle.
The missing threads
Like many of the brands we work with, Eberjey is facing the same challenge: reaching their customers. They use a mix of channels such as email and SMS, but with email open rates in decline and SMS opt-ins being a challenge, Eberjey still has a large percentage of customers they simply cannot reach.
This results in missed opportunities to inform their customer base about new collection launches and to stay connected throughout the customer lifecycle.
Eberjey knew they could do better and noticed how Paper Run had helped other brands such as Percival, Paul Smith, and Wolf & Badger, so they decided to reach out to us to get everything set up.
Incrementality testing in action
Using Paper Run’s integration with Klaviyo, the Eberjey team was able to identify customers they wanted to inform about the upcoming launch of the “Lily Aldridge x Eberjey” collection but couldn’t reach. They then sent these customers a personalized postcard announcing the launch. There were no discounts, only a beautifully crafted message showcasing the new collection.
To measure the impact of this effort, the Eberjey team used Paper Run’s holdout testing functionality to determine the precise incremental effect.
🧪 Test group: Received one of the personalized postcards
❌ Control group: Did not receive the postcard, but still received all other marketing communications
Don't sleep on Direct Mail
Eberjey saw an incredible +238% increase in the number of customers wonback vs. the holdout group - resultin in 4.9X incremental ROAS (return on spend). These are incremental customers, orders and revenue that would not have been seen without sending them the Mailers.
With the success Eberjey have seen with Paper Run, they are now expanding to additional trigger based flows and will be using Direct Mail as a way to compliment their digital channels for new collections moving forward.
Direct of Growth Marketing, Eberjey
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