PostPilot

Cabana Life's welcome series used to end with an email. Now it ends with a postcard. The beachwear brand runs its email and SMS program through Klaviyo, then extends it with MailMatch™: subscribers who don't convert in the welcome series and cart abandoners who ghost for five days both get a postcard. A two-touch post-purchase program follows at the 15- and 30-day mark, and about half of all campaigns run as A/B tests. → 8.36x ROAS extending the welcome series with MailMatch → 11.89x ROAS on automated cart retargeting, the program's top performer → Automated win-backs: two dozen campaigns, every one above 5x ROAS "If they don't respond to our emails in the welcome series, PostPilot provides a final touchpoint by mailing them a postcard." (Jennifer Kovac, Director of Ecommerce, Cabana Life) Full case study in the comments.

September: a huge award + team offsite. And an aggressive amount of matching fleece at K:BOS. Let's not bury the lede: Klaviyo named us Americas Technology Partner of the Year. The (!!!) on the graphic is our official statement. Legal reviewed it. It's clear. [Actually, it's here: https://lnkd.in/gsu_EGSA] Thank you, Klaviyo. And thank you to every brand running postcards behind a Klaviyo flow. We're the only direct mail company at Klaviyo's Premier tier, and that doesn't happen without you, you know. K:BOS itself: booth up, badges on, fleeces matching. Boston in September was a heck of a call. If you stopped by to talk postcards, thank you. If you didn't, relax. We'll find you (it won't be creepy at all). Drew Sanocki wore a tux (somehow he knew)... Andrew Bialecki + Eddie O'Brien on stage welcomed our crew. Meanwhile, our killer CX team went offsite, among cacti and cowboys. And Daan came along. Everybody check out Michael Epstein's "Shadow Cowboy" look... it's strong. That's September. October's next, and BFCM is close enough to smell. BFCM starts in the mailbox. If yours isn't in design yet, talk to us this week. (Will we stop rhyming? Too early to tell.)

I’m excited to share that I’m a founding member of PostPilot’s Culture Committee, alongside Becka Kanell, Brandy Justus, Ethan Potts, Franklin Koch, Jordan Bluhm, Paulina Quiroga, and Vivian Johnson! Our goal is to help shape our team culture at PostPilot by planning remote social events and encouraging cross-team connection. I'm leading the Health & Wellness side with Jordan Bluhm to bring more movement and well-being into the workday, and it's been so fun seeing these ideas come to life. 🤠 Line dancing in August: I've been teaching line dancing since 2015 and spent several years dancing professionally, so teaching my coworkers was a blast. Our first virtual movement class brought together teammates from production and our remote team, and by the end, some first-time dancers said they'd found a new hobby and couldn't wait to keep line dancing! 🧘♀️ Yoga in September: As a 500-hour Registered Yoga Teacher (teaching since 2021), I loved leading my colleagues through a class where they could step away from their work, move, breathe, and reconnect. We had longtime practitioners and first-timers on the mat together, plus a few pets joining in (my dog LOVES my yoga mat!). Sharing this part of myself with the people I work alongside has been incredibly rewarding, and I'm grateful to PostPilot for trusting me to lead these experiences. Even heading into our busiest season, I'm proud of my teammates for making time for their health, wellness, and fun. Here's to more movement, connection, and a little more joy in our workdays 💌

BFCM is a mad acquisition rush. Y’all know that. But it’s also an opportunity for incremental retention moves… Which (just so happens) to be one of direct mail’s superpowers. Based on our analysis of hundreds of millions of postcards last BFCM, we found that at the MEDIAN, brands were generating over $2 of incremental revenue with PostPilot. We’re not saying that definitely means you should try it too (if you aren’t already). But we’re also not NOT saying that. If you still need convincing, though, we have a ton of other incremental results in our BFCM Benchmark Report. Grab it at our throwback site here: https://lnkd.in/gMgmq6gN

Zak Cassady-Dorion is (naturally) exactly right about direct mail. Not only are way, waaaaay fewer brands sending mail in the first place... But the postcards (or other mailers) themselves are getting way, waaaaay more attention than digital messages. After all, the half-life of an email, SMS, or ad can be a second or two. But postcards hang around at home. On fridges, on counters, and you have to physically interact with them. When you're looking to get the most bang for your buck and guarantee that potential buyers are going to see your offer... There's only one channel that can do that.

Three things happen to a customer in the 60 days after a BFCM purchase: → They consider reordering. Most don't, because nothing reminds them at the right moment. → If they bought through retail or wholesale, you have no idea who they are. The brand has no addressable relationship. → They have questions about the product. Did they use it right? Should they reorder a different size? Email tries to cover all three and reaches maybe 20% of the cohort. Here's what we run with Brij brands across the post-BFCM window: Reorder: PostPilot postcards carry a Brij-powered QR code. One scan opens a personalized reorder flow, a subscription pitch, or a refill prompt. The postcard becomes a storefront. Retail/wholesale registration: Brij captures buyer data at product registration. PostPilot then mails those buyers into the brand's lifecycle, turning previously-invisible customers into addressable ones. Education: a Brij QR on a PostPilot postcard routes the customer to product education, how-to videos, or SKU-specific care content. Print can't host video. Brij bridges the gap. The BFCM-driven first purchase is the start of the relationship. Brij plus PostPilot makes the postcard a launchpad for everything that follows.

You got any "zombie audiences"? That's what we call your "unreachable" past buyers.  For most brands, "zombies" are up to 80% of their list, and they're a potential gold mine for retention revenue. Halloween's a great moment to fully back to the world of the living (and purchasing) if you're running a sale. If you don't have any Halloween sale, that's okay...  Getting prepped to do this in November is a proven win. Sending direct mail to past buyers in BFCM season who haven't purchased recently (even up to 2–3 years ago) can drive extraordinary incremental revenue. We can get you set up in a week to do that (and a whole lot more).

You're gonna floor it on acquisition this BFCM. But what about retention? Travelpro Products, Inc.'s team, working with BMO Media knows the power of BFCM winbacks... They plugged PostPilot into the end of their Klaviyo flows for exactly that: the unsubscribed, the went-quiet, the lapsed VIPs.  Result: 12x to 20x+ ROAS by segment, with the churned 1-to-2-year segment landing above 20x. And it's a piece of cake to set up - it's simply adding touchpoints to the end of existing Klaviyo strategies As Stephanie Contreras from BMO told us: "Combining Klaviyo and PostPilot allowed us to extend our lifecycle strategy beyond digital. Klaviyo handles the audience logic and timing, while PostPilot activates those insights through direct mail, making it a natural extension of our other owned channels."  Read our full case study: https://lnkd.in/eJYfW7Gv

There's a list sitting inside your Klaviyo account that you're probably ignoring. Your suppressed profiles. People who unsubscribed from email or text, but never stopped buying. Zak breaks down exactly how ECD Digital Strategy reaches them anyway (and why most brands never think to try). New season of DTC Revenue Rocket is live, and if you're new to PostPilot, there's $500 in credit waiting for you once you listen. We won't spoil how to claim it here. Go listen 🚀 (Link in the comments) #ECD #Postpilot #Klaviyo

Boo-st your Halloween sales with direct mail. ... You ever write something and regret everything? We just did that. Anyway, send direct mail over Halloween. If you're running any spooky pre-BFCM sales, we got you. Deadline's next week.