Cart Recovery
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Who Is Maui Nui?
Maui Nui sources what it calls the healthiest red meat on the planet: wild axis venison, harvested from Maui’s overpopulated deer herds using stress-free methods that protect the animal and restore the island’s ecology at the same time. The result is a lineup of meat sticks, fresh cuts, bone broth and ground venison built on a promise most protein brands cannot make, that the harvest itself improves the land it comes from.
Maui Nui has earned coverage from Fast Company, Bon Appetit and the New York Times, but its real engine is the ‘Ohana Members program, which turns customers into mission-aligned participants with better pricing, customization and priority access. Health-conscious eaters and sustainability-minded shoppers alike find something to buy into beyond the product itself.
Cart Left in the Wild
A premium, story-driven product like Maui Nui’s venison asks a customer to learn something before they buy: why axis deer, why wild harvest, why this over a conventional protein aisle. That education happens across a browsing session that can end the moment a cart is built but not checked out, leaving genuine intent on the table.
Email recovery flows exist, but they compete with the same inbox noise every other health and wellness brand generates, and they struggle to carry the weight of a story this specific. Maui Nui needed a way to bring a lapsed cart back that felt as considered as the sourcing story behind the product.
Tracking the Herd
Paper Run runs an automated direct mail flow triggered by abandoned carts, giving Maui Nui a physical touchpoint that lands while the customer’s interest in the brand’s story is still fresh. The mailer is built to carry the same sourcing narrative that sells the product on-site, rather than reducing the recovery message to a discount code.
The flow requires no manual intervention. Every abandoned cart across the customer base is caught automatically, and the mailer is timed to arrive within the window where the customer is most likely to still be weighing the purchase rather than having moved on entirely.
The Harvest Pays Off
The abandoned cart flow is converting at 2.5%, with a 6.7X return on ad spend. For a brand built on repeat purchase behavior, protein subscriptions and jerky sticks are not typically a single-order category, a recovered cart is rarely the last order from that customer.
The flow now runs as a standing part of Maui Nui’s retention program, recovering carts that would otherwise have gone cold and converting first-time buyers into the kind of repeat, mission-aligned customers the ‘Ohana program is built to keep.
"We thought those abandoned carts were gone for good. Paper Run gave us a simple, automated way to bring them back.”
Lifecycle Director, Maui Nui
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