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Bread Loaf Powers Multiple Shopify Brands’ Lifecycle Marketing with PostPilot
Background
DTC Expert Mark Milutin’s agency Bread Loaf works with some of the most well-known franchises (like Star Wars) and brands in the world. And for years, Bread Loaf has used PostPilot to power its clients' direct mail programs.
Those customers include:
- Pebby Forevee (apparel + accessories)
- SheBird (apparel - built-in bras)
- YoColorado (apparel/outdoor)
- MotoArt Plane Tags (accessories)
While each brand is distinct in style and mission, direct mail works (really well) for all of them.
Tactical Highlights and Results
“We’re living in a world where you can’t media-buy your way out of a hole on Meta. But what you can do is send a postcard with a direct offer to your past purchasers or to people who haven’t opened an email in the last 90 days.” —Mark Milutin, Founder @ Bread Loaf
Dynamically Retargeting Abandoned Carts and Checkouts (SheBird): 13.1x ROAS
The Tactic: We love to see the dual retargeting here. Retargeting abandoned carts is fantastic, but adding checkouts is even better.
SheBird uses the same postcard design to automatically retarget cart or checkout abandoners 6 days after abandonment (whenever a potential buyer reaches that point, we fire off a postcard to them).
The 4x6 Postcard:
Sending Offers to Unengaged Email Subscribers (YoColorado): 4.7x ROAS
The Tactic: What Mark Said! Sending postcards to customers who are unsubscribed from Klaviyo and purchased in the last 180 days. Holidays (like Valentine's day) are a perfect time to send direct mail to customers who are unsubscribed or unengaged with your emails/SMS.
The 4x6 Postcard:
Sending Offers to Unengaged Email Subscribers (SheBird): 4.73x ROAS
The Tactic: This is actually the same tactic as above, but we wanted to show another brand using it. These customers are unsubscribed from Klaviyo and in this case purchased once in the last 450 days.
The 4x6 Postcard:
Targeting High-RFM Customers with Seasonal Promos (Pebby Forevee): 15x+ ROAS
The Tactic: Firing off postcards to customers who ordered more than five times and spent more than $500 in the last year.
PostPilot Team Note: High-RFM is a more dialed-in segment than something like “high-LTV.” High-LTV customers may have last purchased years ago. (However, you can target them with direct mail, too!)
The 4x6 Postcard:
Driving Second Purchases with Postcards (Moto Art Plane Tags): 15x+ ROAS
The Tactic: Using direct mail to drive second purchases among one-time buyers. In this case, sending larger (6x9) postcards offering a BFCM deal.
Even at a steeper discount, reactivating past buyers with direct mail is infinitely cheaper than reacquiring them through Meta.
The 6x9 Postcard:
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