GOOD AMERICAN Makes the Switch to Full-Funnel Revenue with Direct Mail

TLDR:

  • GOOD AMERICAN came to PostPilot from another direct mail vendor to test a more performant full-funnel direct mail solution that was easier and less manual to launch and scale.
  • The team A/B tested winbacks and expanded the winner to maintain an always-on campaign that drives repeat revenue.
  • Winbacks have seen an 8x+ ROI and driven $1.40 in revenue per send, and the team has recently launched a substantial acquisition campaign.

Background

Before using PostPilot, GOOD AMERICAN’s main paid media efforts included the major channels (Meta, TikTok, Google). The team also previously ran a test with another direct mail provider. 

However, they didn’t see the incremental revenue they hoped for with direct mail: they wanted a more powerful and affordable solution that could reliably drive repeat purchases among one-time buyers and better target customers in cold prospecting campaigns. Additionally, they were looking for stronger reporting on their mail’s performance. 

“After previously running a direct mail initiative through another direct mail vendor, we searched for other options to help us retarget, prospect, and hit our VIPs. PostPilot has an incredibly streamlined reporting process that allows us to easily analyze data and performance.”

-Caitlin McKenna, Performance Marketing Manager @ GOOD AMERICAN

The PostPilot Solution

“The different types of campaigns that PostPilot offers have been great for us to broaden our reach and strategies. Plus, the PostPilot team’s flexibility and responsiveness make it so easy for us to expand our marketing efforts.”

-Caitlin McKenna

To help GOOD AMERICAN launch their direct mail program, PostPilot’s account management provided strategy, guidance, helped with implementation, and regular updates on their performance.

GOOD AMERICAN leveraged their expert in-house brand designers, and we recommended A/B tests to run for customer winbacks (segmented based on RFM parameters) to find which resonated the most with customers and drove the most incremental revenue.

This was the winner:

After the test’s success, the team chose to expand the campaign and keep it “switched on” as an automation to drive repeat purchases over time.

Now whenever any customer hits particular RFM parameters (e.g., last purchased 60 days ago, bought 3+ times, spent $100+), we automatically fire off the postcard to them to help drive a purchase.

That’s revenue, automated.

“It can sometimes get complicated to come to a decision with cross-functional initiatives. But our account manager, Tori, brought a lot of knowledge that greatly helped our team figure out the best course of action. She’s been extremely communicative and knowledgeable, and she’s helped identify strategies to move forward with.”

Results

How well have the postcards been working? 

Better than good.

GOOD AMERICAN’s winback campaigns have generated an 8x+ ROI and driven ~$1.40 in incremental revenue per postcard send

It’s a great start, but we’re just warming up.

The team has recently launched a cold acquisition campaign to a Lookalike Audience, as well as additional winback. We’re excited to report on those results, too. 

Stay tuned.

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