Who is Maisonette?
Maisonette is a New York–based children's lifestyle marketplace, founded in 2016 by Sylvana Ward Durrett and Luisana Mendoza de Roccia, both former editors at U.S. Vogue. Created to make shopping for kids more seamless and inspiring, the platform curates stylish, high-quality products across apparel, toys, furniture, and décor from hundreds of boutique and independent brands worldwide.
Maisonette’s strength lies in its ability to blend discovery with convenience, offering parents a one-stop destination for everything from everyday essentials to unique statement pieces. With its thoughtful curation, editorial approach, and seamless shopping experience, the brand has become a trusted resource for families seeking products that are both functional and beautifully designed.
Open Rates on Timeout
For a brand built on making discovery easy and simple, Maisonette faced a challenge of its own: parents who simply weren’t opening their emails. Despite carefully crafted campaigns and flows sent through Klaviyo, a growing segment of parents was becoming harder to reach through traditional online channels. These were families who hadn’t purchased in a while or had left items in their cart and forgotten to check out.
Even with thoughtful segmentation and beautifully designed content, the email inbox barrier proved stubborn. Maisonette needed a smarter, more efficient way to re-engage these lapsed customers and guide them back to the marketplace—without adding more manual effort to the team’s already stretched resources. Having seen how Paper Run helped brands like ROARSOME, Wolf & Badger, and Skout Organics, the Maisonette team decided to reach out and give us a try.
Back to (old) School
Using Paper Run's deep integration with Klaviyo, the Maisonette team was able to build automated Direct Mail flows that were highly personalized—showing different product imagery tailored to parents based on their children’s gender and age.
Whenever customers abandoned checkout or stopped purchasing—and Maisonette couldn’t reach them via email, app, or SMS—these beautifully personalized postcards were automatically sent to ensure the message was received.
With Paper Run's incrementality testing functionality, the Maisonette team was also able to measure the precise incremental uplift in orders and revenue by comparing customers who received the mailers versus those who did not.
Child's Play
Maisonette is seeing mind-blowing results using Paper Run to complement its email, SMS, and push notification strategy. Whenever critical messages go unseen, Paper Run automatically delivers:
47.8% uplift in orders compared to customers who did not receive mail
7.98X incremental ROAS
The best part? These flows are fully automated, allowing the Maisonette team to focus on channels and growth opportunities that require ongoing attention and maintenance.
VP Growth, Maisonette
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