WHO IS HEALTHY METAL?
Healthy Metal was built on a gap its founders couldn't ignore. After years in the wellness industry, Kat Pither and Jose Vigo kept encountering the same finding: magnesium deficiency affects more than 60% of UK adults, yet the products designed to address it were either clinical, unpleasant, or both. Their answer is a raspberry lemon magnesium glycinate drink mix — sugar-free, designed to become part of an evening ritual, and built for people who want to feel better without overcomplicating it.
Building the Habit
For a supplement brand, the first purchase is the hardest-won moment of trust. A customer has read the research, believed in the mission, and decided to make a real change to their routine. But habits take time to form, and the window between purchase and commitment is fragile. Without reinforcement, customers who are still building their evening ritual can drift before the product has had a chance to prove itself. The goal was never to hard-sell the next box. It was to show up at the right moment, reinforce the decision the customer had already made, and deepen the relationship while it was still forming.
THE RIGHT MESSAGE AT THE RIGHT TIME
Healthy Metal launched an automated thank you note flow with Paper Run, targeting every first-time customer. Three days after their order, timed to land as the product is becoming part of their nightly ritual, each customer receives a personalised postcard that leads with warmth over promotion.
The creative reflects what Healthy Metal stands for: founder-led, personal, and invested in the person on the other side. To isolate the true impact, the flow runs against a 50% holdout group, comparing second-purchase behaviour between customers who received the mailer and those who did not.
THE VALUE OF GENUINE CONNECTION
The holdout test made the impact clear. Customers who received the thank you note went on to make a second purchase at a rate 51.8% higher than those who did not, generating a 2.5x incremental ROAS at a cost per acquisition of £21.
For a brand where the product only works if it becomes a habit, reaching customers in the physical world at the exact moment they are forming that habit compounds in ways that few other channels can match. The flow continues to print and ship daily, reaching every new customer at exactly the right moment in their journey.
Founder
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