Unreachable Abandoned Browse
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Who Is MASA Chips?
MASA Chips makes tortilla chips the way they're meant to be made, starting from real corn masa instead of shortcuts, and building a snack brand around that traditional process rather than treating it as a footnote. The result is a lineup with genuine texture and flavor range, built for a customer who cares as much about what's in the bag as how it tastes.
That care shows up off the product page too. MASA Chips runs a direct-to-consumer operation with the kind of modern e-commerce polish that keeps a snack brand front of mind between cravings, from a clean storefront to an active newsletter and social presence. It's a brand built to be discovered, remembered, and reached for again.
Off The Radar
The trouble with a browse-only shopper is that they leave almost no trail. They land on a collection page, look at a few bags, and go quiet, never emailed, never clicked, never active on site again within the window that matters. For MASA Chips, that meant a growing pool of people who had shown real interest but were functionally invisible to every digital channel built to bring them back.
Email and SMS only work on people who are still opening email and SMS. Once someone drops out of that loop, retargeting budgets get spent chasing a shopper who's already stopped looking, and the interest they showed on that first visit quietly goes to waste.
A Different Kind of Follow-Up
Paper Run built an automated mailer triggered specifically for this blind spot: shoppers who viewed a collection, category, or product but hadn't started a checkout, added to cart, or shown any digital activity in the following two weeks. No subscription, no recent order, just a browse that went cold everywhere else.
The flow runs fully automated against that live segment, with a 50% holdout built in from day one so every result is measured against a true control group rather than assumed. A physical mailer lands with the MASA Chips range back in front of exactly the people digital retargeting had already lost.
Ahead Of The Pack
Against that holdout, the mailer is driving a 5.07X incremental ROAS and a 29.7% uplift in conversion versus the control group, a result measured on shoppers who had already gone dark on every other channel. That's not incremental spend chasing an already-warm lead; it's revenue that digital retargeting had no way to recover on its own.
It also reopens the door to MASA Chips' range rather than pushing a single SKU. A shopper who browsed one flavor and went quiet often comes back to explore the wider lineup, corn chips leading them into the rest of the catalog, turning one cold browse session into the start of a real habit.
"your quote will go here"
Director of Marketing, MASA Chips
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