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What is Jude?
Jude is a wellness brand focused on breaking taboos around bladder health. With science-backed products and a mission to support people through every stage of their health journey, Jude delivers not just solutions, but a sense of confidence and community. Their approach is grounded in empathy, science, and an unwavering commitment to making healthcare more human.
From their high-quality supplements to sustainable pads and liners, Jude is reshaping conversations around bladder health with dignity, clarity, and care.
When the Conversation Goes Quiet
Even with a strong brand mission and loyal customers, Jude noticed a familiar pattern: some subscribers and customers were drifting away. Emails were going unopened, and digital reminders weren’t always landing. These weren’t customers who had disengaged completely—they simply hadn’t found the right prompt to re-engage.
Jude needed a way to gently bring their brand back into these customers’ lives, with a solution that respected privacy, stayed true to their tone of voice, and felt supportive rather than intrusive.
A Personal Approach, Delivered Discreetly
Jude partnered with Paper Run to introduce automated direct mail flows designed to win back lapsed customers and subscribers. Integrated seamlessly into their Klaviyo, the flow quietly re-engaged customers with a thoughtful physical touchpoint.
Key to the flows is discretion:
Mailers are delivered in envelopes, ensuring confidentiality for recipients.
Messaging was warm, supportive, and reassuring—designed to remind customers of the help available without pressure.
Creative and copy were carefully aligned with Jude’s brand tone, prioritising care and clarity.
Automation means the campaigns run continuously, reaching the right people at the right time—without adding operational complexity.
Problem, sorted
7X ROAS, proving that discreet outreach can deliver impactful returns.
4% conversion rate, showing that even subtle, thoughtful touchpoints can drive action.
The flows show that privacy and performance can absolutely go hand-in-hand.
"Working with Paper Run allowed us to reconnect with our customers in a way that felt authentic, discreet, and incredibly effective. The automation was seamless, and the attention to tone and presentation meant everything felt considered. It’s now a core part of our retention toolkit."
Retention & CRM Lead, Jude
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