case studies

How AG1 supercharged conversions with precision direct mail

Words by: Ulbe Jelluma

AG1 is a leading health supplement brand known for its flagship daily greens powder, designed to promote comprehensive wellness. With a direct-to-consumer model, AG1 exclusively sells through its website, leveraging a subscription-based revenue model to ensure customer retention and steady income streams.

To increase marketing efficiency and deepen customer engagement—especially via its personalised mobile app—AG1 partnered with Paperplanes to launch a series of highly targeted direct mail campaigns.

Abandoned basket campaigns to recover potential lost sales.
One-time purchase mailings to engage and upsell new customers.
Win-back campaigns to re-engage lapsed customers with personalised offers.

Daniel Dunn - Founder and CEO Paperplanes

Says Daniel Dunn : 'the targeted campaigns produced exceptional results:

Overall mailed customers were 26.7% more likely to convert.
Abandoned basket campaigns saw conversion rates soar by 110.5%.
One-time purchase campaigns increased conversions by 14.6%.
Win-back campaigns boosted conversion rates by 18.3%, also increasing average basket values.
Achieved an impressive return on advertising spend (ROAS) of 19X.'

AG1’s success highlights how automated, personalised direct mail—integrated with CRM and digital engagement platforms—can significantly boost customer acquisition, retention, and revenue in the competitive health and wellness space.