gloryfeel is one of Germany’s best-known DTC supplement brands. The promise is clear: lab-tested quality, developed with in-house nutrition experts, made in Germany. From the vitamin D3 complex to collagen powder, gloryfeel covers a broad range for customers who want to give their health the same care as the brand itself. The result is a loyal customer base with real repeat-purchase potential.
Challenge
Supplements are consumable products. But with regular use, gloryfeel products often last up to six months. That creates a structural problem: by the time the next purchase opportunity arises, the customer relationship has cooled down and emails are opened less and less often. Attention moves elsewhere. When demand returns, gloryfeel is lost in the general flood of email for many customers. Customers who are actually loyal can no longer be reached reliably.
At the same time, cross-selling is a central revenue lever in supplements. Customers who know and appreciate one product buy more from the range. But they need to be reachable. A substantial part of the customer base had stopped opening emails. Winback flows were going nowhere.
Customers who do not respond to email cannot be reached with even more email.
Solution and campaign
gloryfeel decided to build direct mail as a direct extension of the existing retention setup. Using the native PostPal integration in Klaviyo, the existing segmentation logic was transferred to postcard shipping. No new system, no new tooling. The same logic that controls email flows now also triggers physical mailings. Fully automated, set up once and fired again every month.
The automation covers three clearly defined situations: customers at the end of the winback flow who had no longer reacted to any email, customers who had abandoned their cart or browse session, and repeat buyers who had been inactive for 90 to 360 days and no longer opened emails. One-time buyers were handled separately. At the same time, gloryfeel tested recency: how far back in time can customers still be reactivated profitably? Segments up to 540 days of inactivity are included. The result: all relevant customers are reached along their customer journey. Month after month, without manual effort.
The design
On the front, the card uses a large lifestyle visual: a woman in everyday life, surrounded by gloryfeel products including omega 3, vitamin B complex, collagen powder and turmeric. The red badge with “20% JUST FOR YOU” is the first thing the eye catches. The headline “Good support you can feel” speaks directly to the brand core.
The back uses the central conversion elements: personal greeting with first name and an individual voucher code for each recipient. Three quality promises complete the message: lab-tested quality made in Germany, stability studies and development with in-house nutrition experts. Every card is assigned clearly to one specific customer and can be tracked end to end.
Results
The automation runs monthly. The following results come from a single mailing, measured with the most conservative value: the voucher view, where only conversions with an actual campaign-code redemption count.
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835% ROAS with €2,697 shipping costs and €22,512 net revenue
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6.2% conversion rate across all segments
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Strongest segment: winback segment, non-email openers, with 7.1% conversion rate and 1,108% ROAS
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One-time buyers activated profitably: even customers with only one first purchase convert profitably. With every additional purchase, the CLV of this group continues to rise.
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Recency test: repeat buyers can be reactivated profitably up to around 540 days of inactivity.
“With PostPal, the reactivation of our inactive customers runs fully automatically in the background. The integration with Klaviyo makes it as easy as a digital channel: segmented, automated, measurable. And the results show that print reaches customers we have not seen by email for a long time.” Flora, CRM Manager, gloryfeel
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Measurement method: voucher view. Tracking window: 60 days.