Who is Pair Eyewear?
Nathan has been wearing glasses since the age of eight and always found himself bored with his frames. His glasses felt more like a glaring medical device than an extension of his personality. Together with co-founder Sophia, they interviewed hundreds of kids and adults and discovered that many others felt the same way. From these conversations, Pair was born.
Pair Eyewear allows both adults and children to quickly and easily customize the look of their glasses anytime, anywhere. As the first direct-to-consumer customizable eyewear brand, Pair Eyewear is completely reimagining the eyewear industry.
Out of sight… out of mind.
Like most DTC brands, Pair relies heavily on emails to stay in touch with their customers but has grown frustrated with the large number of customers they can’t reach through traditional online marketing channels.
They noticed how Paper Run had helped brands like SNIF, AKT, Heights, and Spacegoods reach these customers with Automated Direct Mail flows, so they decided to partner with Paper Run to do the same.
Focus on incrementality.
Using Paper Run's A/B testing feature, Pair was able to set up ongoing "holdout groups." As Paper Run's Direct Mail automations identified unreachable customers to target each day, these customers were automatically split into two groups:
📬 Test Group: Received personalized mailers encouraging them to complete their purchase.
❌ Holdout Group: Received no direct mail.
This method allowed Pair to precisely measure the impact of direct mail by comparing the performance of both groups. It helped confirm whether direct mail was a key driver of conversion for their customers.
Seeing is believing…
Pair's automated direct mail flows have delivered impressive results, achieving a 5.75X incremental ROAS and a 67% conversion uplift (statistically significant). The personalized, well-timed mailers successfully re-engaged customers, driving conversions where traditional online channels had fallen short.
These automations continue to run with minimal effort from the Pair team. Every day, Paper Run prints and delivers, ensuring people around the world can better express themselves with Pair's glasses.
Heidi Pauer
Senior Manager of Lifecycle & Retention, Pair Eyewear
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