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Oral Care, Reinvented.
Zing is the London-based oral care brand that decided the toothpaste aisle had been boring long enough. Founded on a simple premise: that brushing your teeth should actually work, taste good, and not require a chemistry degree to verify it's safe.
Their all-in-one formula whitens and dissolves stains, remineralises enamel, and stops sensitivity, powered by Hydroxyapatite, Papain, and 1450 ppm fluoride, and free from the SLS and Titanium Dioxide found in most big-brand alternatives. Made in Yorkshire. Vegan and cruelty-free. 100% recyclable. It's toothpaste, but magic.
With four flavours (Mint, Peach, Lemon, and Apple & Kiwi), 400,000+ tubes sold, and a 4.82-star average across 12,000+ UK customers, Zing has built a loyal subscriber base by going head-to-head with incumbent brands on results, and beating them on taste. As seen in GQ, Sheerluxe, and The Telegraph.
The Lapsed Customer Problem
The challenge with a habit-based product is not acquisition. It is sustaining momentum after the first purchase. Zing's customers come in with strong intent. They have made a deliberate choice to switch away from conventional toothpaste, which means they have already overcome the inertia that stops most consumers from changing their routine. The lost opportunity is not the initial sale. It is the customer who tried the product, liked it, and then quietly drifted back to their old habits before the new one had a chance to stick.
Standard digital re-engagement faces the same problem across every DtC category: declining open rates, rising CPMs, and an audience that is hard to reach. For a brand like Zing, where the product actually delivers on its promise, the gap between a customer who lapsed and a customer who reactivates is often a single well-timed touchpoint. The question was how to deliver that touchpoint in a channel where it would actually land.
Back Through the Letterbox
Zing partnered with Paper Run to build an automated winback flow targeting customers who had not purchased within a defined lapse window, and were not responsive to email or SMS. The flow identifies dormant customers automatically and triggers a physical direct mail piece without any manual campaign management from the Zing team. The mailer carries Zing's visual identity and speaks directly to the customer's relationship with the brand, arriving as a physical object in a channel with no competition, to an audience with proven interest in exactly what Zing offers.
The flow runs continuously, reaching new cohorts of lapsed customers as they enter the window, compounding its results over time without additional resource from the team.
The Habit, Reclaimed
The winback flow delivers a 7.1x ROAS. For a brand built on recurring revenue and the lifetime value of a customer who has genuinely changed their routine, that figure understates the real return: a reactivated Zing customer is not just a single transaction. They are a re-established habit with significant downstream value.
The always-on nature of the flow means Zing is continuously recovering revenue from a segment that would otherwise be written off. Every lapsed customer who re-engages represents a routine reclaimed and a customer lifetime that begins again.
"We knew our customers weren't lost, they just needed to be reminded. A physical mailer cuts through in a way that another email never could, and the returns have made it one of the most efficient parts of our marketing mix."
Founder & CEO
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