Abandoned Checkout
31.55%
60-day risk free trial
Who Is Just Ingredients?
Just Ingredients is built on a simple premise: supplements should contain exactly what the label says and nothing it doesn't need to. The brand strips out fillers, unnecessary additives and the vague proprietary blends that clutter much of the supplement aisle, replacing them with clean, clearly dosed formulations aimed at customers who read labels before they buy. That transparency has become the brand's core promise rather than a marketing line.
It's a positioning that rewards customer trust more than most categories, and Just Ingredients has built a direct-to-consumer business around keeping that trust once it's earned. A customer who gets partway through checkout has usually already done the label-reading, the ingredient comparison and the decision to try the product, which makes an abandoned checkout a different kind of problem than a cold lead: it's a customer who said yes and then got interrupted.
The Precision Problem
Just Ingredients had already brought direct mail into its abandoned checkout flow before working with Paper Run, so the brand wasn't new to the channel's potential. What it hadn't had was a way to prove, with any rigor, which of those checkout abandoners the mailers were actually recovering versus which customers would have come back anyway. Without holdout testing built into the process, every result sat somewhere between a good guess and a hopeful correlation.
That ambiguity mattered more for abandoned checkout than almost any other segment, since so many of these customers are unreachable by email or SMS in the first place, the exact audience a physical mailer is meant to reach. Without a clean, controlled measurement of incrementality, Just Ingredients couldn't tell which spend was recovering real, additional revenue and which was just riding alongside customers who would have returned on their own.
A Scientific Reset
Working alongside Matt Holman at The Subscription Doc, Paper Run rebuilt the abandoned checkout flow around a proper holdout test, splitting unreachable checkout abandoners into a mailed group and a control group and measuring the difference in recovered orders between them. That structure turned the flow from an assumption into a measurement, giving Just Ingredients a real answer on what the channel was adding rather than what it merely coincided with.
The flow itself runs fully automated, triggering the moment a checkout is abandoned by a customer who can't be reached through any other channel, with Paper Run and The Subscription Doc using the holdout data to keep refining targeting and timing as more volume comes through. The precision the testing unlocked gave Just Ingredients confidence to lean harder into a channel it had previously been running on instinct.
Proof, Not Projection
Against the holdout group, the automated flow is driving a 9.9X incremental ROAS and a 31.55% uplift in checkout recovery, numbers measured against customers who received no mailer at all rather than estimated from before-and-after trends. For a brand whose entire identity rests on claims that can be checked, having a direct mail result that can be checked the same way is a natural fit.
The uplift also compounds in a category built on repeat use. A recovered supplement checkout isn't a one-off purchase, it's typically the start of a reorder cycle, so each incremental order the holdout test confirms represents more than its first-purchase value alone. Just Ingredients now has a direct mail channel it trusts with the same rigor it applies to its ingredient labels.
"We'd run direct mail before, but we were never fully sure how much of it was real. Paper Run's holdout testing gave us an actual answer, 9.9X incremental ROAS we can stand behind, and that's unlocked a level of confidence in this channel we never had previously."
Director of Growth Marketing
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