Post-Purchase Upsell
97%
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Who are Miller Harris?
Miller Harris is a London luxury fragrance house founded in 2000 on a simple but radical principle: perfumery is art, and art should never be compromised. For 25 years, the brand has given its perfumers complete creative freedom, crafting expressive, emotionally resonant fragrances from nature's finest ingredients, all vegan, ethically sourced, and cruelty-free.
From its boutiques in Covent Garden and Monmouth Street, and through a growing international DTC presence, Miller Harris has built a deeply loyal customer base that experiences fragrance as a personal ritual. Butterfly Mark certified since 2018, the brand's approach to conscious luxury runs through everything from ingredient sourcing to packaging, making it one of the most principled names in British perfumery.
The Second Purchase Problem in Luxury
In the luxury fragrance category, the first purchase is the beginning of the relationship, not the reward. The most commercially significant moment is whether a first-time buyer becomes a returning one, and for Miller Harris, the window after an initial order represented a rich but underexploited opportunity.
First-time buyers were curious, engaged, and emotionally invested in discovering more of the collection. But digital channels, while effective at driving awareness, can struggle to convert that initial goodwill into a second purchase. A brand built on handcrafted artistry and personal connection needed a post-purchase touchpoint that matched its positioning and felt genuinely individual rather than automated.
A Note Worth Opening
Miller Harris worked with Paper Run to build an automated post-purchase welcome flow, triggered after a customer's first order. Each new buyer received a handwritten-style note from the Miller Harris team, beautifully printed and delivered to their door, pointing them toward the wider collection and reinforcing the brand's warmth and craft.
The campaign runs entirely on autopilot, requiring no ongoing effort from the team. To measure the precise incremental impact of direct mail on repeat purchase behaviour, Miller Harris used Paper Run's holdout testing feature. A test group received the welcome note postcard; a control group did not. The holdout design allowed the team to isolate the effect of the channel with confidence.
Twice as Lovely
The holdout results confirmed what intuition had suggests. Customers who received the welcome note were 97%(!) more likely to make a second purchase, nearly doubling Miller Harris's returning customer rate. The incremental ROAS came in at 4.1X, demonstrating that direct mail was generating genuinely new revenue rather than intercepting customers who would have returned anyway.
In a category where lifetime value is driven by repeat purchase behaviour and where the strength of a personal moment outweighs any promotional offer, the economics of a channel that almost doubles the return customer rate are striking. Miller Harris now has a post-purchase flow that operates quietly and consistently, turning first impressions into lasting loyalty.
"We wanted the welcome experience to feel as considered as our fragrances. Paper Run lets us deliver that at scale, and the holdout data confirms that Direct Mail is meaningfully impacting retention metrics."
CEO, Miller Harris
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