Winback
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Who Is Margaux?
Margaux makes flats and pumps built around a simple premise: comfort and style shouldn't be a trade-off. Every pair is fitted through a proprietary sizing process that accounts for width and arch support, turning what's usually a guessing game into something closer to a custom fit, without the custom price tag or wait.
That precision extends to how Margaux thinks about its customers. A shopper who's spent $600 or more isn't just a repeat buyer, they're a customer who has already found their fit and made Margaux part of their wardrobe, which makes winning them back after they've gone quiet worth treating differently than any other winback.
High-Value Customers, Gone Quiet
The highest-spending customers are often the easiest to take for granted. They've already converted multiple times, so a generic winback email gets deprioritized in favor of chasing new acquisition, even though these are exactly the customers with the most lifetime value left to recover.
For Margaux, that meant a segment of $600+ lifetime customers who'd stopped purchasing, sitting in the same broad winback flow as everyone else, without the tailored, higher-touch approach their value actually warranted.
A Winback Built For Their Best Customers
Paper Run built an automated mailer aimed specifically at that high-value segment: customers who'd spent $600 or more with Margaux but had gone quiet. Rather than treating every lapsed customer the same, the flow isolates the ones with the most to gain from being brought back.
The mailer runs fully automated, giving Margaux's highest-value customers a dedicated, physical touchpoint proportional to what they're actually worth to the brand, rather than folding them into a one-size-fits-all winback.
Results That Justify The Segment
The flow is driving a +256.84% uplift in winbacks (vs. control group) at 11.03X ROAS for customers who'd already gone dark, a strong return on a segment most brands would lump into a generic winback. Built and refined by Margaux's own growth marketing team, the flow shows what's possible when a winback strategy is designed around customer value rather than applied uniformly.
For a brand built on precision fit, recovering the customers who already know that fit best is some of the highest-leverage revenue available, and this flow is proof the segment-specific approach pays off.
"Paper Run built this flow specifically to reach our high-value customers the way they deserve, and the results speak for themselves. Segmenting our winback by LTV, number of orders and putting it in front of them physically has been one of the best growth decisions we've made."
Growth Marketing Manager
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