Winback
+29%
60-day risk free trial
Who Is Nécessaire?
Nécessaire builds personal care around a single word: necessary. Body, hair, hand and lip products are formulated to be multi-functional and effective rather than extensive, with a minimalist aesthetic that treats restraint as the whole point. The brand is B Corp certified, gives 1% of revenue away, and has built products like its Body Wash into genuine bestsellers, backed by thousands of five-star reviews.
The customer is design-conscious and considered: someone who wants a curated shelf, not a crowded one, and who values ingredient transparency as much as the way a product looks and feels. A subscription model rewards that loyalty directly, which makes a lapsed subscriber a meaningful gap in a brand built on repeat, considered purchase rather than one-off trial.
Essential, Then Absent
A brand built on restraint has the same problem in reverse when a customer lapses: nothing about the relationship was loud to begin with, so its absence is quiet too. A customer who once reordered without thinking simply stops, and a minimalist brand's typically spare email cadence gives that customer very little reason to notice they have drifted, let alone come back.
For Nécessaire, the customers most worth winning back are not disengaged from the category, they are disengaged from the inbox. Once someone's attention moves elsewhere, a brand whose whole identity is quiet good taste has little room to get louder without undermining the thing that made them loyal in the first place.
The Necessary Follow-Up
Paper Run runs an automated winback flow that identifies lapsed Nécessaire customers and sends them a considered, physical piece of direct mail rather than another understated email easy to miss. The format matches the brand: no noise, just a single, well-designed reason to come back into the routine.
The flow runs against a holdout group throughout, so every result is measured against lapsed customers who received no mailer at all. That structure lets Nécessaire trust the lift as genuinely incremental, running automatically and continuously alongside the brand's existing lifecycle emails rather than replacing them.
Nothing Extra, Just Incremental
Measured against the holdout, the winback flow is driving a 4.1X incremental ROAS and a 29% uplift in conversion versus the control group, results attributable specifically to the mail programme rather than customers who would have returned anyway. For a subscription brand, a single reactivated order is rarely the end of the story, since a customer back in the routine tends to stay in it.
That holdout-tested lift is exactly the kind of proof a brand built on substance over noise would want before adding a new channel: not a bigger megaphone, just a necessary one.
"The customers who'd gone quiet on us were still opening their mail. That's the gap Paper Run closed."
GM of Digital
Book
Setup time with the Paper Run team and learn how the world's best DTC brands are using Direct Mail.
More amazing stories
Read more about how rockstar brands are converting customers who don't open their emails.
