Not so Minor... Figures: Direct Mail automation wins back subscribers

Winback

9X

ROAS

A personal touch: Minor Figures automates direct mail flows to winback customers

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Who are Minor Figures?

Founded on a rooftop in 2014 by three friends with a shared love of coffee, MF has since grown into a global brand with a team of over 75+ people across the world, with offices in the UK & around the world. They create plant-based products for coffee lovers, baristas and a better planet.

All Minor Figures products are 100% plant based and vegan friendly. They're known for their playful packaging, humor, and dedication to quality; Minor Figures brings a splash of creativity to every cup

Let's get personal

Minor Figures wanted to connect with customers in a new & innovative way. Noticing the increasingly saturated digital world, they wanted to compliment their existing communications strategy with a personal, thoughtful touch.

With a mega fan base and strong product appeal, Minor Figures wanted to re-engage subscribers who don't always respond to traditional digital channels like email and SMS. They wanted to try a channel that would stand out and remind customers of the Minor Figures' way.

Brewing up a solution

So Minor Figures teamed up with Paper Run, the leader in Automated direct mail software. They worked together to build out new customer touch points; ones that would allow MF to reconnect with lost subscribers and bring them back to their oat-filled universe. They launched a number of flows with Paper Run, printing and delivering each and every day.

Playful, brand-aligned mailers, designed to mirror the quirky, fun essence of Minor Figures, complete with eye-catching illustrations and clever taglines
Exclusive offers that highlighted the value of their signature oat milk products and encouraged subscribers to re-engage with the brand.

The flows focus on delivering a memorable, high-quality experience that would leave a lasting impression, akin to the first sip of a perfectly crafted coffee.

Not at all Minor Figures

9X

ROAS

7.4%

Conversion rate

Minor Figures saw amazing results from their winback and re-engagement flows:

9X ROAS
7.4% Conversion Rate

Minor Figures was delighted with these frothy returns, a welcome addition alongside their other digital channels.

Perhaps the most compelling stat… over 50% of wonback customers became subscribers, who now order monthly or quarterly.

“Collaborating with Paper Run was like adding the perfect shot of espresso to our strategy. The direct mail flows are a fantastic fit for our brand’s personality and gave us the chance to reconnect with our audience in a memorable way. The results are exceeding our expectations and reinforcing the value of blending creativity with a hands-on approach"