Who are Wolf & Badger?
Wolf & Badger are a global marketplace for independent brands across fashion, beauty, accessories, and home. Founded with a mission to spotlight sustainable design and ethical craftsmanship, the brand curates a world of considered luxury—products that stand out not just for their aesthetic, but for their values.
With flagship stores in London and New York, and a strong international presence online, Wolf & Badger offers customers a distinctive experience: one that blends modern style with social impact, and discovery with intention
Independent by Design
For a brand built on taste and trust, Wolf & Badger understands that every customer touchpoint matters. Their email and digital retargeting strategies were already performing well—but over time, a segment of valuable customers stopped engaging. Not unsubscribed. Not uninterested. Just… hard to reach.
Rather than send more reminders or chase clicks in crowded inboxes, the team began to explore how they might reach those customers in a more meaningful, less expected way. They weren’t looking for gimmicks—they were looking for something that reflected the same care and creativity found in their product selection.
That’s when they turned to direct mail—not as a throwback, but as a tactile brand moment. A way to reconnect, offline, and on their terms.
A Measured Return
Working with Paper Run, Wolf & Badger launched an automated direct mail winback flow, seamlessly integrated with their Ometria setup. This wasn't a broad-brush campaign—it is a finely tuned journey, crafted to reflect the brand’s design-led aesthetic and driven by data.
To measure real impact, the flows are built as holdout tests: only 50% of eligible audiences receive the mailers, while the remaining 50% are held back as a control group. This allows Wolf & Badger to clearly isolate the impact of direct mail—ensuring uplift wasn’t driven by any other marketing activity.
Each mailer is:
Triggered by behavioural cues like lapsed purchases
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
It isn't a replacement for digital—it's a quiet complement. Tangible. Targeted. And beautifully on brand.
Style Finds Its Way Back
The performance of the automated direct mail flow was clear and immediate:
7X Incremental Return on Ad Spend
+27% uplift compared to the holdout group
Today, the flows continue to operate without interruption—adding a new layer of performance to Wolf & Badger’s retention strategy, and expanding their reach beyond digital. It’s an elegant solution to an overlooked problem: how to bring great customers back, without shouting.
Co-Founder and CEO, Wolf & Badger
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