The Grüns story
Grüns, as you'll know, is the world’s first comprehensive nutrition gummy, created to make foundational health simple and enjoyable. Founded by Chad after years of frustration with pills, powders, and fragmented supplement routines, the brand was built on a radical idea: pack 60 nutrient-dense whole food ingredients into a delicious daily gummy.
Portable, habit-forming, and easy to love, Grüns isn’t just a product — it’s a lifestyle shift that helps customers stay consistent with their health goals. What started as a founder’s mission to fix the broken supplement space has since grown into a movement, with millions of fans who see Grüns as the easiest way to feel their best every day.
Lost in the Scroll
Grüns is unique, but still face a very common problem: a saturated digital environment. One-time buyers slip away after their first purchase, not because they weren’t interested, but because digital marketing gets buried. Emails land in promotions tabs, SMS blends into notifications clutter, and even an iconic brand like Grüns can get drowned out in noise.
The opportunity was clear: remind one-time buyers, in a way that stands out, why they fell in love with Grüns. Meet them where they are, in a personal and authentic way.
Mail to the rescue
To bring those one-time purchasers back, Grüns launched winback flow with Paper Run. Integrated with Klaviyo, the flow identifies one-time buyers who are not engaged with Email or SMS, and automatically prints and ships personalized postcards every day.
Each piece of mail highlights the simplicity and consistency that define the Grüns lifestyle, encouraging customers to restart the habit they began with their first pack. Because the flow is always running, postcards are delivered at to the right customers, at the right time.
Paper Run utilises Holdout testing: keeping back a portion of the recipients within the segment, and comparing these customers' purchasing behaviour to those who received mail. This allows Grüns to be sure that the conversions, and profits, are incremental; not cannibalising other marketing efforts.
Results You Can Chew On
The winback, amongst other flows running, are a huge success. With holdout testing measuring true incremental lift, Grüns is winning back +73% more of these customers and seeing a 6× incremental ROAS from one-time buyers who received the postcards.
Paper Run flows continue to run daily, steadily converting more customers into repeat purchasers, saving abandoned checkouts, and much more. For Grüns, the rigor of testing confirmed what they already believed: their product resonates deeply, and Paper Run flows make sure that message gets through.
Director of Lifecycle and Retention, Grüns
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