Who is Frøya?
Frøya Organics was built on one idea: skincare should work with your body, not fight it. Every formula is packed with potent Arctic botanicals and absolutely nothing else — no water, no fillers, no fluff. It's the kind of brand that earns serious loyalty fast, because once customers feel the difference, they don't really want to go back to anything else.
Dormant, Not Gone
No Fillers in the Targeting Either
To find out, Frøya launched a flow with Paper Run built specifically around this segment: churned customers who had made multiple purchases. Paper Run ran a holdout test, keeping a portion of the group back as a control so Frøya could measure true incremental impact. With that in place, personalized postcards started printing and shipping daily to the test group — letting the numbers do what numbers do best.
Pure Results, No Fillers
10.42x
The test was about as clear as it gets. Customers who received mail were 66.18% more likely to place another order, converting at 7.5% and generating a 10.42× incremental ROAS — with a 100% win probability and full statistical significance. Focusing on proven multi-purchasers wasn't just a good idea. The data made it a no-brainer.
Co-Founder, DTC Vikings
More CASE STUDIES
Read more about how the world's best DTC brands are converting customers who don't open their emails.
