Winback
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Who are Veloforte?
Veloforte is a British sports nutrition brand built on a simple premise: you shouldn’t have to compromise health or flavour for performance. Real food fuels better than any synthetic shortcut. Founded after co-founder Marc's abdominal surgery prompted a search for endurance nutrition that went beyond macronutrients and actually nourished the body. Finding nothing, the brand set about making nutrition right. Nutrition cooked in a kitchen, not formulated in a lab. Its range spans energy bars, gels, chews, electrolytes, protein shakes, and overnight oats, all crafted from natural, whole-food ingredients with no artificial additives, preservatives, or sugars.
The brand serves cyclists, runners, hikers, and endurance athletes who want to get the most from their training and their life, and nutrition that holds the same high standards. With 46 Great Taste awards, plus countless more industry awards,Veloforte holds the distinction of being the only nutrition brand in the world to have achieved that total, a testament to consistent quality and an unusually loyal customer base. Its direct-to-consumer channel is core to both its economics and its relationship with athletes.
The Last Mile Problem
Sports nutrition is a high-repurchase category, but only for customers who stay engaged. For Veloforte, a meaningful segment of customers were buying once or twice and then going quiet. These weren't people who had a bad experience. They were athletes whose inboxes had moved on, whose attention had fragmented across multiple brands and channels, and who simply needed a well-timed reason to return. Sometimes, digital re-engagement flows can hit a wall of inbox noise and deliverability constraints.
The challenge was precision: reaching customers who had genuine prior affinity with the brand, at a moment when physical presence could cut through in a way digital couldn't. What Veloforte needed was a channel that could carry its premium positioning while landing in a context where the customer was actually paying attention.
Get Physical
Veloforte partners with Paper Run to run automated winback flows, targeting lapsed customers. The audience is identified and triggered automatically based on purchase recency, sending a physical direct mail piece at the moment a customer's silence reaches a defined threshold. The format carries Veloforte's premium aesthetic and proposition through tangible, physical touchpoints, arriving at home when the customer is not in buying mode but is receptive in a way no notification can replicate.
The flow operates continuously, requiring no manual campaign management. Every conversion and revenue figure generated by the flow is measured within the dashboard, allowing the team to ensure returns remain strong.
Numbers That Run the Distance
The winback flow delivers an 8.5x ROAS and a 7.2% conversion rate.
For a brand selling consumable, subscription-friendly products, those numbers compound: a reactivated endurance athlete is not a one-time purchaser. They restock gels before every race, replenish protein powder monthly, and trial new formats across the range. The first winback conversion is the start of a re-engagement arc, not a single transaction.
The always-on nature of the flow means results accumulate without additional resource. Veloforte's CRM team sets the parameters and the flow handles the execution, making direct mail as operationally light as any automated email sequence, and measurably more effective for the lapsed segment it targets.
"Paper Run's Direct Mail flows have opened up a new channel for us to reach customers who no longer engage in digital channels. We've been really impressed with the ROAS and it's great to be able to reconnect with customers who genuinely love the brand."
CRM Manager, Veloforte
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