Companies try very hard to get customers’ attention through emails, text messages, and social media. But sometimes, people stop paying attention or unsubscribe from these channels. Then it becomes really hard for companies to get those people interested again. Several brands had this problem, so they used PostPilot’s direct mail service to send physical postcards to their customers. This helped them stand out from all the digital noise and get their customers’ attention in a real, memorable way.
Case 01: Dr. Squatch
The Brand: Dr. Squatch is a men’s natural soap brand. They sell soap, deodorant, and other products for men.
The Problem: In many cases, just 10% of previous customers get the message via email and SMS marketing.
The Goals: That’s why they want to reach customers more effectively than with SMS or email, and add tangible touchpoint to its marketing portfolio.
The Target Audience Segment: They start with a series of one-off campaign that targeting customers who weren’t receiving SMS messages and hadn’t ordered in seven to nine months.
The Creative:
The front card was personalized by inserting the first name of the customers, and then followed by the headline of saying thanks, and sub-headline of ready for a refill?
Then come the offer: Get 20$ off with USD 30 order.
The back side of the card, repeating the offer, and some voucher code, with some jargon “get dirty, stay clean”.
The Result: Campaign give 12.66% conversion rate and 10x ROAS.
Case 02: Gozney
The Brand: Gozney is a brand of professional grade outdoor oven, and you can make a tasty & delicious pizza out of it.
The Goals: Gozney want to find a way to enhance their email and SMS, and since pizza ovens are high-ticket items, it needs to find a way to nurture prospects with a long consideration period.
The Campaign: They launch several campaigns including: (1) Retention campaign for holidays, (2) Abandoned carts, and (3) Product launches in both US and UK.
They also try to use the SiteMatch, which functions like a facebook pixel, and launch a retargeting campaign, but instead of using facebook as the placement, they use this postcard to reach the customer at their front door. They then match 20-40% anonymous site traffic to a physical address, and send them the Cardalogs (a catalog postcard) featuring their products with the offers.
The Result: Campaign generated a USD 116k revenue and 16x ROAS.
Case 03: Bones Coffee
The Brand: Gozney is a brand of professional grade outdoor oven, and you can make a tasty & delicious pizza out of it.
The Brand: Bones Coffee Company sells unique flavored coffee beans and brews with playful branding. They frequently release limited-edition collaborations and flavors.
The Problem: A significant number of lapsed customers had unsubscribed from Bones’ email and SMS lists, making it hard to re-engage them through digital channels.
The Goals: Reach lapsed customers who had gone “cold” and re-engage them with the brand to drive sales.
The Segment Targeted: They targeted suppressed profiles in Klaviyo – customers who had not purchased in over 6 months and could not be reached via email/SMS, making it focus on a group of customers that were unlikely to see Bones Coffee promotions elsewhere, so the team could be confident about attribution.
The Creative: Postcards with eye-catching product imagery, seasonal themes, and QR codes to drive purchases. Two campaigns – one for a Disney Haunted Mansion collab, one for fall flavors.
The Result: The campaigns had incredible performance, generating over $77,000 in sales from the $3,600 spent on the Haunted Mansion campaign (21x+ ROAS). Overall they attributed over 1,600 orders from customers they otherwise could not have reached.
The stories of Dr. Squatch, Gozney, and Bones Coffee Company show how powerful direct mail can be for getting old customers interested again and getting great results. By using PostPilot’s tools to target the right people and create attractive postcards, these brands made postcard campaigns that really spoke to their customers. This led to lots of people buying their products again and making the companies a ton of money compared to what they spent.
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