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Fresh Clean Threads’ Incredibly Incremental Direct Mail Program
Industry:
ApparelIn Partnership With:
Shopify
,
Klaviyo
,
Blotout
,
Case Study TLDR:
- Fresh Clean Threads switched to PostPilot after testing other direct mail platforms, such as Navistone, searching for vastly better functionality across the board.
- In the years since, FCT has heavily leveraged PostPilot to drive net-new and repeat revenue with dozens of tactics ranging from PDP abandonment retargeting to holiday winbacks.
- FCT has seen extraordinarily strong results, with a rolled up 6.35x incremental ROAS across their direct mail program.
Note: This piece is based on an interview with CMO Brendan Roeschel prior to his departure from FCT. It has been read and endorsed by both Brendan and the current FCT team using PostPilot, who continue to use the tactics laid out here and expand their program.
Background + Challenges
You know Fresh Clean Threads—of course you do. FCT shot to stardom by revolutionizing the T-shirt game, and now, they’re tackling the rest of the wardrobe. Good luck, everyone!
Yet FCT faces the email challenge that everyone in commerce (from mom-and-pops to Nike) faces. As CMO Brendan Roeschel explains, “While email is still a super important channel, it’s becoming less of a focus and increasingly less effective.”
Which is why Brendan “wanted to invest in a new channel to supplement the retention marketing stack.”
Enter: direct mail.
However, Brendan didn’t get the performance and functionality he needed—such as easy data reporting, in-app incrementality testing, and full account management.
Enter: PostPilot.
Solution: A Seamless, Ultra-Modern Direct Mail Experience
“Everyone else in direct mail is super antiquated. People are passing spreadsheets, don’t have real integrations, and it was an absolute nightmare to get my results—and the results weren’t that good. Plus, it was just so time-intensive… Then, I discovered PostPilot.” —Brendan
After switching to PostPilot, Brendan and FCT enjoyed direct mail for what we know it should be: a fast, easy, scalable, incremental channel that integrates with brands’ tech stacks.
A++ Account Management
In onboarding, Brendan was assigned account management to create a direct mail program that aligned with FCT’s goals, keep him apprised of campaign performance, and proactively suggest directions for testing and scaling.
And the team’s done just that.
As Brendan tells us, “Our PostPilot CSMs, Mikaela and Tristin, are the most plugged in I’ve encountered in ecomm. They feel embedded in the team, and I honestly treat them very similar to my own direct reports.”
An Incremental Performance Picture
In the years since launching, Brendan has been able to track not just real-time data (through PostPilot’s native Shopify integration) but real-time incrementality, through in-platform holdout testing.
He says, “I can measure incrementality in a way that’s built into the platform. Compare that to other channels… You don't ever hear anyone say ‘Oh yeah, my email campaign had a 2x iROAS’ or ‘My Meta campaign had a 3x iROAS.’”
Tactics by Funnel Stage
FCT uses PostPilot to drive net-new and repeat revenue with superior targeting, reliability, and mailer quality.
Note: Ahead are some (far from all) of the tactics FCT uses/has used with PostPilot.
FCT’s Retargeting Moves
Extending Their Klaviyo Welcome Flow with MailMatchTM
To drive even more first purchases, FCT sends direct mail to customers who’ve progressed through their Klaviyo welcome flow but haven’t purchased yet, adding a physical touchpoint to a typically digital-only welcome experience.
Even though FCT doesn’t have these leads’ addresses (yet), they leverage MailMatch, which lets brands send direct mail with only an email. We handle the rest.
FCT has leaned into MailMatch over holiday seasons, sending these welcome-savers over BFCM:
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When the team is plowing traffic to the site and gaining a ton of new email subscribers, they need an additional touchpoint to capture more revenue among those who missed emails/SMS that may have got lost in the BFCM chaos.
MailMatch makes that possible.
Automatically Saving Abandoned Checkouts
Folks who bail at checkout often only need a small reminder (e.g., a 4x6 reminder) to convert.
FCT uses direct mail to push both first-time buyers and repeat buyers over the finish line, opting to offer free shipping vs. a %-off offer.
This automation reaches everyone, as it includes those who’ve entered their addresses.
It fires off a postcard to almost-buyers who abandoned their checkouts 10 days prior, thereby adding a can’t-miss-it IRL touchpoint to the end of their abandoned checkout flow.
FCT’s Retention Moves
Automatically Retargeting PDP Viewers (Past Buyers)
We have a brand new tactic here.
FCT has tied together multiple tools to accurately retarget past buyers who viewed certain product display pages.
To do this, they’re enriching Klaviyo’s pixel with data from the identity resolution platform Retention.com and first-party data infrastructure Blotout.
This data is passed to PostPilot through our native integration with Klaviyo as a segment event.
With this data, they’re targeting members of their membership program, Club FCT, as well as non-members.
Leveraging Automated Evergreen Winbacks
To drive recurring revenue through the year, FCT leverages dynamically triggered postcards that are fired off as soon as a customer passes certain RFM thresholds.
These automations target both Club FCT members and non-members, and the RFM focus is on multibuyers—for instance, customers who have purchased at least 1x to at least 4x over particular timeframes.
FCT has also targeted dozens and dozens of other customer segments as one-off campaigns to drive incremental revenue.
Blasting Direct Mail Over BFCM (and Other Holidays)
No strong direct mail program would be complete without a serious BFCM launch to drive a ton of additional retention revenue, and FCT—as you know by now—has a really strong direct mail program.
So, every BFCM, you better bet they’re blasting.
Last BFCM, for instance, they sent mail to a couple dozen RFM segments, and the results were pretty ridiculous (details in the next section).
Okay, we’re almost done—one more holiday to show off.
FCT has also sent successful campaigns over Memorial Day, both to their members and non-members.
Now, to the numbers.
Results
“There's real incrementality with PostPilot, especially in a short-term payback window. Once you're spending a certain amount on Meta, your next incremental dollar might go to more top of funnel channels that pay back over 3–6 months. But here, we put dollars into our business that pay us back in 30 days. It’s amazing.” —Brendan
Incremental results.
Have we mentioned that yet?
FCT’s seen an incredible (rolled-up) 6.35x incremental ROAS—that’s covering their entire program. Naturally, every single campaign hasn’t been a winner, but out of the ~360 campaigns that FCT has sent, the extreme majority have driven incremental results.
Let’s break it down by funnel stage and tactic.
On the retargeting side…
- MailMatch (BFCM): Up to 3.42x iROAS
- Automated Abandoned Checkout: Up to 6.18x and 6.45x iROAS (respectively, net-new and repeat revenue)
On the retention side…
- Automated PDP Retargeting: Up to 5.45x and 8.73x iROAS (respectively, non-Club FCT members and Club FCT members)
- Automated Winbacks: Up to 7.05x iROAS
- BFCM: 88% of 2025 campaigns drove a 3.6x iROAS or higher, and 56% drove a 7x iROAS or higher (!)
- Memorial Day: Up to 5.82x iROAS
By the way—we didn’t even include this tactic above—they’re also seeing up to 9.20x iROAS with abandoned cart automations.
Bottom line, we have four words for FCT’s program:
Inc. Re. Men. Tal.
And 2.5 years into this partnership, the best is still to come. We’re honored to continue to partner so closely with the FCT team and support another pillar of their marketing program.
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