Who are Pair of Thieves?
Pair of Thieves is an apparel brand best known for elevating the everyday socks, underwear, and loungewear with bold designs and serious comfort. Their mission is to make basics fun again. With cheeky branding and a cult-like following, they’ve built a standout digital presence, a large retail footprint and a loyal customer base who come back for both the fit and the flair.
But even the most loyal customers can drift away and when they do, email alone isn’t always enough to bring them back.
Loyalty Left unread
Pair of Thieves runs a generous loyalty program powered by our partners at Yotpo, offering points for purchases and engagement. But over time, they noticed a blind spot: a growing segment of customers had unused loyalty points approaching expiry and weren’t responding to reminder emails.
These were high-value customers. But digital reminders about their points were going unopened. There was urgency to act—but Pair of Thieves didn’t want to default to heavier discounts or spammy tactics.
They needed a way to wake up loyalty account holders before their points expired, without sounding desperate or off-brand.
A brief reminder
Instead of another email or SMS blast, Pair of Thieves worked with Paper Run to create automated direct mail flows triggered by Yotpo points-expiry milestones. Think of it like a loyalty statement - sent by post.
Here’s how it works:
Customers with unused loyalty points and no email engagement were flagged
Mailers were automatically generated and sent before points expired
Each postcard clearly showed the customer's points balance, expiry date, and a cheeky nudge to redeem
Creative stayed true to the brand: playful, clean, and benefits-first
The flow ran automatically through our integrations with Klaviyo and Yotpo, targeting customers every day based on real-time data
No manual sends. No complicated ops. Just a smart, tangible tap on the shoulder.
Results: the Absolute Pants
7X
8.8%
Pair of Thieves' automated direct mail flow turned loyalty silence into serious spend. With a 7× ROAS and 8.8% conversion, customers were quick to return once they saw their points in print.
The physical mailers didn’t just drive revenue - they filled a key gap in the brand’s retention stack, reaching high-value customers email and SMS couldn’t. It was personal, timely, and perfectly on-brand.
Lifecycle Marketing Manager, Pair of Thieves
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