Who are Underdays?
Founded by Amelie and Oria, Underdays is a modern, London-based underwear brand redefining everyday essentials for women. Built on the belief that comfort and confidence should go hand in hand, Underdays creates thoughtfully designed, high-quality underwear that feels as good as it looks. By blending functionality with contemporary style, the brand has cultivated a loyal following of women who value both aesthetic and everyday wearability.
With an emphasis on sustainability, and a commitment to innovative design, Underdays has positioned itself as a go-to brand for women looking for a fresh alternative to traditional lingerie. Their collections prioritize fit, breathability, and seamless design—offering underwear that adapts to busy, modern lives without compromise.
Challenge
Like many digitally native brands, Underdays had built strong relationships with their customers through email and SMS. However, over time, some of their most engaged buyers became harder to reach. With inbox fatigue growing and competition for attention in the digital space increasing, Underdays saw an opportunity to reconnect with their audience in a more meaningful way.
Rather than relying solely on digital efforts, the brand wanted a strategy that reflected its core values—personal, thoughtful, and designed for real life. Amelie and Oria recognized that a more tangible, offline approach could be the key to reviving lapsed customer relationships and reigniting enthusiasm for the brand.
Solution
Underdays partnered with Paper Run to create fully automated direct mail re-engagement flows that would deliver a personalized, tactile brand experience right to customers' doors.
Tailored messaging that spoke to lapsed customers with warmth, reminding them why they loved Underdays in the first place.
Beautifully designed mailers that reflected Underdays' signature clean, modern aesthetic—instantly recognizable and engaging.
Exclusive offers to encourage re-engagement, driving customers back to the site to explore new collections.
Automated workflows ensuring that customers received timely, relevant outreach based on their previous interactions with the brand.
By moving beyond the digital realm, Underdays was able to create a moment of real-world connection that felt both personal and brand-aligned.
Results
The direct mail campaign proved that a fresh, thoughtful approach to re-engagement could deliver real impact:
8.6X ROAS, proving that direct mail could drive significant revenue at scale.
6.2% conversion rate, demonstrating strong re-engagement among lapsed customers.
These results reinforced that for brands built on quality, comfort, and connection, direct mail can be a powerful tool to rekindle customer relationships in a way digital channels often can’t.
Co-Founder, Underdays
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