Who is Sauce Shop?
Sauce Shop is a fast-growing, independent UK condiment brand founded in 2014 by Pam and James Digva, who were frustrated by the lack of flavor and quality in mass-produced sauces. Driven by a passion for real ingredients and bold taste, they began crafting small batches of smoky Chipotle Ketchup in their Nottingham kitchen and selling them at local farmers’ markets.
Today, Sauce Shop has earned a cult following among food lovers and quality-conscious consumers, while remaining true to its roots in small-batch production and uncompromising flavor.
Lost in the Sauce
Like other DTC brands, Sauce Shop relies heavily on their Klaviyo email automations to convert customer's who have abandoned their checkout's when customers were unresponsive to email flows. While abandoned checkout email flows are a popular strategy due to their effectiveness, not everyone opens their emails. Spam filters, the Promotions tab, and the rise in marketing email activity have left many of Sauce Shop's customers simply "unreachable."
Cooking Up a Strategy
Paper Run, along with our partner Toco Marketing, built out triggers to send personalized physical mail to customers who did not open their abandoned checkout emails or texts. This approach targeted high-intent customers, with an enticing offer right at their doorstep, adding a personal touch that emails couldn't achieve.
Working alongside Tribe Studio (who led the website design and build), Sauce Shop’s streamlined purchasing journey - including SKIO’s bundling (‘buy more, save more’) - helps maximise AOV and simplify subscription activation, providing a strong foundation for lifecycle marketing and retention.
Each mailer is:
Triggered by behavioural cues like abandoned checkouts
Printed and mailed daily, without team involvement
Fully branded, reflecting the brand’s premium tone and visual identity
Designed to re-engage thoughtfully, without shouting for attention
Not a digital substitute—just some extra sauce. Tangible. Targeted. And automated.
Hot Sauce, Hot Stats
5.4X
8.7%
Sauce Shop's abandoned checkout automation have been a hit, delivering impressive results:
Return on Ad Spend (ROAS): Achieving a strong 5.4X ROAS, outperforming many other marketing channels
Conversion Rate: an impressive 8.7% customers converted.
Sauce Shop's automated direct mail flows print and deliver daily. Performance is tracked and monitored through Paper Run’s dashboard, which details conversion rates, ROAS, and cohort analysis for each flow.
Co Founder
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