Who is WellEasy?
WellEasy is on a mission to make healthy living more accessible and affordable. As a leading UK-based online marketplace for organic and sustainable products, WellEasy provides customers with carefully curated, health-conscious groceries, supplements, and home essentials.
Known for their commitment to quality and transparency, WellEasy has built a loyal customer base of individuals passionate about wellness and sustainability.
Challenge
WellEasy’s digital marketing channels have been highly effective for building their subscriber base, but WellEasy wanted a way to re-engage customers who had grown inactive. With inboxes overflowing and email fatigue becoming a growing issue, WellEasy sought a fresh way to remind subscribers of the benefits of their membership and bring them back into the fold.
They wanted a channel that was easy, and automated, but one that cut through the digital noise; something with a thougtful, personal touch.
Making It Look Easy
Partnering with Paper Run, WellEasy implemented an automated direct mail flow to re-activate lost subscribers. This flow enabled WellEasy to send highly personalized, timely mailers triggered by customer inactivity. The campaign’s highlights included:
Personalized messaging that reminded customers of WellEasy’s exclusive benefits, including discounts on premium health and wellness products.
Eco-friendly mailers that aligned with WellEasy’s sustainability mission, resonating with their target audience.
Automation to ensure that lapsed subscribers received mailers at the optimal time, seamlessly integrating with WellEasy’s Klaviyo database
A/B testing to refine design and messaging for maximum engagement.
This automated solution provided a meaningful and tactile way to reconnect with customers while reflecting WellEasy’s commitment to a healthier, more sustainable lifestyle.
Well, That Was Easy
The automated direct mail campaign exceeded expectations, delivering impressive results:
Return on Ad Spend (ROAS): An exceptional 14X ROAS, showcasing the power of direct mail in driving customer re-engagement.
Conversion Rate: A solid 4.75% conversion rate, demonstrating the effectiveness of targeted, automated mailers in bringing back subscribers.
A large majority of reactivated customers returned as subscribers, buying regularly since returning to the fold.
Co-Founder, WellEasy
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