Post Purchase - Loyalty Points Offer
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Who Is Forme?
Forme builds Self-Correcting posture apparel, compression wear engineered with patented Muscle Memory Technology to realign the neck, spine, shoulders, hips, and feet over time. It's a brand born from a genuinely specific problem: founded by an orthopedic surgeon after watching a parent battle poor posture through late-stage illness, Forme treats posture correction as a wearable, everyday habit rather than a one-time fix.
That habit-forming design extends naturally into how Forme keeps customers engaged after purchase. A loyalty points program rewards the customers who come back, but a rewards program only works if people actually know it exists, and for a brand whose product is meant to be worn and re-worn, keeping that loop alive matters more than most.
Points Left Unclaimed
Loyalty programs live almost entirely in the inbox, which means their success is capped by however many customers are actually opening email. For every customer who engaged with Forme's loyalty points offer through email, there was another who had simply stopped opening, not because they'd lost interest in the product, but because their inbox had moved on. Those customers still had points sitting unclaimed and a habit worth reinforcing, with no channel left to reach them.
That's a costly blind spot for a loyalty program specifically: it's not a cold prospect being missed, it's an existing customer with real intent, going quiet at the exact moment a brand most wants to bring them back.
A Physical Nudge Where Email Fails
Paper Run built an automated, post-purchase mailer to close that gap: an offer promoting Forme's loyalty points program, sent to customers who'd stopped engaging with email entirely. The flow was tested against a genuine 50% holdout from day one, so the brand could see the causal lift rather than assume it.
The mailer runs fully automated, landing in a format that doesn't depend on an inbox being checked, putting the loyalty program back in front of customers exactly where digital channels had lost them.
Proof The Post Converts
Measured against that holdout, the flow delivered a 4.3X incremental ROAS and a 9.8% uplift in conversion for first-time redemptions, a result Paper Run could point to because it was tested, not assumed. That's real, causal revenue that email alone had no way to recover, driven by customers activating a loyalty program they'd already earned into.
For a brand built around a daily, wearable habit, getting a customer back into the loyalty loop does more than convert one order. It reopens the exact channel Forme relies on to keep customers coming back to the product that's meant to be worn every day.
"Paper Run found revenue in our loyalty program that email alone couldn't reach. It's proof that the right channel, at the right moment, converts customers other channels miss entirely."
Co-Founder, Forme
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