Who is Gratsi?
Gratsi is the premium, zero-sugar boxed wine brand that has quietly become one of America's most talked-about DTC wine labels. Voted USA Today's #1 Best Boxed Wine in 2025, the brand has built a fiercely loyal following around a simple idea: great wine, nothing unnecessary. Three-liter boxes. Four bottles' worth of wine. Free shipping, always.
The subscription programme sits at the core of Gratsi's business model. Repeat buyers who subscribe don't just spend more - they stay longer, refer more, and define the brand's community. The question was how to reach the customers who loved the product but hadn't yet made that commitment.
Digitally Saturated, Physically Untouched
Gratsi's email programme was already firing on all cylinders. The brand works with Yocto, one of the leading DTC email agencies, and the channel was well-optimised. But a meaningful slice of the customer base - one-time or lapsed buyers who had already demonstrated intent - simply wasn't converting through digital channels. The inbox couldn't reach them, or couldn't reach them at the right moment.
The opportunity was clear: a high-LTV segment sitting just one touchpoint away from becoming subscribers. The challenge was finding the right channel to close that gap.
The Missing Drop
Paper Run partnered with Yocto to design a direct mail flow targeting Gratsi customers identified as strong subscription candidates. Yocto's audience segmentation work was central to the campaign's precision - the flow zeroed in on existing buyers whose behaviour signalled readiness: past purchasers who hadn't yet subscribed, lapsed customers within a reactivation window, and cohorts that had engaged with subscription content but not converted.
Paper Run handles automated delivery at scale, sending physical mailers timed to arrive when digital touchpoints had already done their warming work. A holdout group was maintained throughout to allow clean measurement of incrementality - separating what direct mail actually drove from what would have happened anyway.
The Yocto and Paper Run teams collaborated closely throughout: Yocto provided the segmentation intelligence and email channel context, Paper Run translated that into a physical flow that complemented rather than duplicated what the inbox was already doing.
Vintage results
The campaign delivered a 5.2x incremental ROAS - measured against the holdout, accounting for revenue that would have occurred regardless of the mailer. For an upsell-to-subscription mechanic, where the downstream LTV of a converted subscriber compounds over time, the true return on investment extends well beyond the initial measurement window.
The partnership between Yocto and Paper Run demonstrated what's possible when email strategy and direct mail execution are built together from the start. Shared audience data, coordinated timing, and holdout-backed measurement meant every element of the campaign was pulling in the same direction.
Head of Growth, Gratsi
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