Summer Sale
+30%
60-day risk free trial
Who Is Timeline?
Timeline builds its entire product line around Mitopure, a proprietary form of Urolithin A developed over eighteen years of research with Switzerland’s EPFL and validated across twenty-five human clinical trials. The science is specific: Mitopure activates mitophagy, the cellular process that clears out damaged mitochondria, and Timeline’s gummies, softgels, powders and topicals are built to deliver it at levels its own research shows are meaningfully higher than what a customer could get from pomegranate juice alone.
That scientific rigor has made Timeline the most-recommended Urolithin A brand among doctors, with endorsements from health experts including Dr. Mark Hyman. Its customers are typically forty and older, already fluent in the language of cellular health and longevity, and willing to pay for a supplement backed by patents rather than marketing claims.
Flatlined in the Inbox
Every subscription and supplement brand accumulates a segment of customers who simply stop opening email, not because they have churned but because the inbox itself has gone dormant for them. For Timeline, that non-opener segment represented real intent sitting untouched: customers who bought into the science once but could no longer be reached through the channel that first won them.
A seasonal push like a summer sale is wasted on a segment that never sees it. Timeline needed a way to put a promotion in front of these customers that did not depend on an inbox they had already tuned out.
A Second Wind for Dormant Cells
Paper Run ran a direct mail campaign aimed specifically at non-openers, customers Timeline’s own science would describe as needing a second wind, and delivered the summer sale offer physically instead of competing for another unopened subject line. Performance was measured against a holdout group, giving Timeline a clean read on what the mailer alone drove among a segment email could not touch.
Because the campaign targeted customers already educated on Timeline’s science, the mailer did not need to re-sell mitophagy or clinical trial data from scratch, it simply needed to be seen. That focus let the creative concentrate entirely on the offer and the moment.
Renewal That Compounds
Against holdout, the campaign drove a 6.9X incremental return on ad spend with a 30% uplift in conversion among a segment that had gone completely dark on email. For a subscription business built on renewal, reactivating even a single order from a dormant customer tends to restart a much longer subscription relationship, compounding well beyond the initial sale.
The non-opener campaign gave Timeline a repeatable playbook for reaching the exact customers its highest-value channel had stopped reaching, turning a previously unreachable segment into one of its more reliable sources of reactivated revenue.
"We had a whole segment we'd effectively written off because they'd stopped opening anything. Direct mail turned out to be the only thing that reached them."
Director of Lifecycle Marketing, Timeline
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.
