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Cabana Life Automates Retargeting and Retention with PostPilot
Industry:
ApparelIn Partnership With:
Shopify
,
Klaviyo
,
TLDR
- Background & Challenges: After struggling with a direct mail platform that lacked many desired features (creative support, account management, easy testing, access to postcard creatives, and key integrations including Shopify and Klaviyo), Cabana Life switched to PostPilot.
- Solution: Cabana Life has launched a fully automated direct mail program, enhancing existing Klaviyo flows with physical touchpoints, and running a multitude of A/B tests to optimize future campaigns.
- Results: Off-the-charts retargeting numbers, with abandoned cart as the highlight (11.89x ROAS). Plus a couple dozen win-back campaigns that have all driven a minimum of a 5x ROAS.
Background & Challenges
When Cabana Life's Director of Ecommerce, Jen Kovac, joined the team last year, the brand was already running direct mail through another provider.
While the program’s results were generally solid, it was stagnant and the platform was quite limited.
"With our previous provider, I couldn't see the creatives that were attached to each campaign. I'd have to ask for them, and [their team] would send them in a spreadsheet. And our team designed the postcards themselves. We didn’t have time to make changes or run tests.” —Jennifer Kovac, Director of Ecommerce @ Cabana Life
There wasn’t a big search for an alternative, though. Jen had run direct mail through PostPilot in a previous role.
“I already knew how great PostPilot was, the team was easy to work with, turnarounds were quick, integrations were seamless, and there were so many different mailing options.” —Jen
Solution: A Direct Mail Platform That Does It All
The Deepest Klaviyo Integration in Mail
The team’s first major unlock: get even more out of Klaviyo. Cabana Life runs a robust email program, but when some of your subscribers aren’t seeing or opening your emails in the first place, what’s a brand to do?
(Sync your Klaviyo and PostPilot programs together, of course.)
“If they don't respond to our emails in the welcome series, PostPilot provides a final touchpoint by mailing them a postcard. We didn't have that capability with our previous provider.” —Jen
PostPilot is a Klaviyo Premier tech partner for a reason.
Actually, many reasons.
At this point, if you can do it in Klaviyo, you can do it in PostPilot (that includes things like extending all your flows with physical touchpoints, building Klaviyo segments in PostPilot and seeing PostPilot events in Klaviyo customer profiles).
Full Service Account Management and Design
“Lily [Fitzgerald, our Account Manager] is great. She's always open to hearing my crazy ideas and figuring out how we can segment and test (we’re really slicing, dicing and getting granular with our segments). She’s also great about bringing new opportunities and ideas to me.” —Jen
Now, instead of having to manage the channel herself, Jen takes full advantage of having a dedicated direct mail expert (Lily, her AM) to help build, optimize, and scale her program.
And, instead of needing to design any postcards, Jen’s team can focus on their other hundred tasks every day.
"Having designers create the postcards for us has been a huge help for our team. Our graphic designer also handles emails and many other things, so postcard design was taking up a significant amount of time. Your designers have such a quick turnaround, which frees up her time and allows us to get postcards into customers’ homes much faster. I love how quickly we can get into homes and keep the momentum going." —Jen
Tactics of the Trade
Retargeting (Net-New Revenue)
Extending the Welcome Series into the Mailbox with MailMatch™
Before PostPilot, the end of Cabana Life’s email welcome series was an email. Now, it’s a postcard.
This one.
While email/SMS welcome flows are mandatory for any brand, every one of them can be extended with direct mail (at least when you’re using PostPilot). For those who don’t convert digitally, MailMatch™ matches emails to physical addresses and automatically fires off cards.
Automated Cart Retargeting with MailMatch™
Another fundamental Klaviyo automation extended with direct mail.
Shoppers who abandoned carts (how could they!) get a postcard if they haven’t purchased 5 days post-abandon.
This is the highest-returning campaign in the program, which makes sense: when almost-customers are that close to buying, all that’s needed is a postcard-shaped nudge to push them to convert.
Retention (Repeat Revenue)
Automated Retention, Powered by Analytics
Thanks to our native Shopify integration and incredible analytics team, all brands who integrate Shopify with PostPilot get a couple dozen transactional data reports.
One of them is a time between orders report that showed Jen many of Cabana Life’s customers purchase before the 30-day mark.
With that intel, we launched a two-postcard post-purchase strategy that automatically sends buyers a postcard at the 15-day and 30-day mark to drive (way, way) more revenue—if customers don’t purchase at the 15-day mark, they’ll receive a second postcard 15 days later.
This is on top of a slew of automated campaigns hitting multiple RF segments.
And much to Jen’s delight, she can run all campaigns with A/B tests to optimize them and drive even better results over time. And she is running half of her campaigns as A/B tests.
We love to see it.
All the testing is as easy as can be in the PostPilot app.
Every campaign dashboard with an A/B test presents the variants and detailed KPIs of each mailer’s performance.
Cocktails & Cabana: Filling a Showroom from the Mailbox
For a 20th-anniversary event at their Jacksonville Beach showroom, Cabana Life mailed customers in the greater Jacksonville area an illustrated invitation to “Cocktails & Cabana,” an in-person event.
The card offers a 20% discount in store and online, cocktails and light bites, a first look at summer styles, and a gift for anyone who showed up wearing Cabana Life.
It’s a brilliant move, too: it drove omnichannel sales, and there’s nothing better than receiving a physical invitation to a special event.
Results
The long and the short of it is this: Cabana Life is seeing stellar results across the board with PostPilot.
Let's break it down by tactic:
- Automated welcome series extension with MailMatch™: 8.36x ROAS
- Automated cart retargeting with MailMatch™: 11.89x ROAS
- Automated win-backs: two dozen campaigns all above 5x+ ROAS
- Cocktails & Cabana event invitation: 6.15x ROAS
A strategy neatly synced with Klaviyo: check. Net-new and repeat revenue: check. All trackable in real-time dashboards: check. Set up and designed by PostPilot: also check.
Next up? Even more mail.
Twenty years into making clothes that let people spend all day in the sun and not think twice about it, Cabana Life is still testing its way to greater and greater success.
Here’s to the next twenty.
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