Who is The Essence Vault?
Tired of overpaying for high-street fragrances? So was Connor Martin. In 2018, he launched The Essence Vault, a DTC perfume brand offering affordable, high-quality fragrances for men and women.
Since then, The Essence Vault has exploded in popularity—scenting an entire generation across the UK and creating the growth playbook for other DTC brands to follow.
Scent but not seen
Like many Paper Run customers, The Essence Vault has automated email flows and sequences set up in Klaviyo to engage their community, remind customers to restock when running low, launch new fragrances, and recover abandoned checkouts.
The Essence Vault's Chief Marketing Officer, Olly Hudson, recognized that relying solely on email wasn't enough, given the industry's average open rates. After noticing how Paper Run had helped brands like Snif, Spacegoods, Latico Leathers, and Heights automate direct mail flows to reach non-email openers, he decided to adopt a similar strategy.
Hitting the right notes
The Essence Vault partnered with Paper Run to implement automated direct mail flows designed to win back lost customers and convert abandoned checkouts for people they couldn't otherwise reach. These flows were integrated into The Essence Vault's Klaviyo; printing and delivering every day:
Targeted outreach to ensure The Essence Vault was reaching the customers who they were unable to with their existing channels.
Beautifully designed mailers to represent The Essence Vault’s brand.
Personalized messages to draw attention and increase conversion rates.
Unique Discount codes to encourage renewed engagement and repeat purchases… without risking any online code leakage.
The physical nature of direct mail provided the perfect way to bypass crowded email inboxes and get right into customers' hands. Driving more purchases for the brand.
Scent-sational results
The Essence Vault have seen incredible results by using Paper Run. These automated flows are running in the background and converting over 6% of those customers who had churned and couldn't otherwise by reached… delivering over 8X ROAS (Return on Ad Spend) every day.
Chief Marketing Officer, The Essence Vault
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