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Diane von Furstenberg Uses PostPilot for High-ROI Customer Retention
Background
Diane von Furstenberg (DVF) needs no introduction. After all, you can’t spell “legendary” without “Diane von Furstenberg.”
Our spelling prowess aside, DVF is a legendary brand—and the team launched their direct mail program with PostPilot this year.
We’re thrilled to show you what they’re doing with PostPilot, and actually, we’ve never presented one of these tactics in a case study before.
So, behold…
The DVF x PostPilot Summer and Autumn line.
“After reviewing multiple vendors, PostPilot stood out as by far the easiest to use—and the only one that offered every feature we needed in one platform.” —Claudia Goncalves, VP of Ecommerce @ Diane von Furstenberg
Fashionable Direct Mail Tactics
Like all great brands that prioritize LTV, DVF places a heavy emphasis on driving repeat purchases.
Here’s a look at some of DVF’s direct mail strategy.
The timeless classic tactics: winbacks
Right off the bat, we launched three main campaigns for DVF based on RFM segments.
- Second-purchase campaigns: Postcards targeting one-time DVF customers who last purchased between 180–545 days ago (~0.5–1.5 years ago)
- Multi-buyer campaign: Postcards targeting DVF customers who purchased 2–3 times and last purchased 180–365 days ago
- VIP winbacks: Postcards targeting customers who purchased 3+ times and last purchased 180–365 days ago
These campaigns are your blazers, your flats—or, indeed—your DVF wrap dresses. They’re always in style, and they always just… work.
And these most certainly did work. More on that later.
The new look: driving DTC sales from retail buyers
DVF is an omnichannel brand and sells through mass retail (both online and IRL), including upscale retailers like Nordstrom and Neiman Marcus.
To see if we could push some of those mass retail buyers back to DVF.com, we sent postcards to customer segments who had previously purchased from these retailers.
Fashionable (and High-ROI) Results
“The retention has been insane.” —Claudia
The timeless classics
All of DVF’s “classic tactics” drove over an 11.9x ROAS—and that reflects sales driven among customers subscribed and unsubscribed from their email list (because direct mail reaches everyone).
The new look
Turns out the retail-to-DTC strategy worked extremely well.
Interestingly, the returns on each segment seem to mirror the shopper profiles of each retailer.
- Neiman Marcus buyer segment: 14.9x ROAS
- Nordstrom buyer segment: 11.1x ROAS
While Nordstrom is certainly “upmarket,” Neiman Marcus is firmly “luxury/designer” and generally attracts higher-income shoppers who we would expect to spend more—and they did: Neiman Marcus buyers spent 34.2% more on DVF.com.
And the future
We’re beyond thrilled to support DVF’s big move into mail, and we can’t wait to see how their new collections look in print.
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