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GhostBed Runs Lifecycle Marketing with PostPilot
Background
GhostBed knows you shouldn’t sleep on direct mail—just their incredible mattresses.
The team has been using PostPilot to automate a super-robust retargeting strategy to get almost-buyers to make first purchases and drive additional purchases over the years.
Win-win. And the results? Also win. So, win-win-win.
Check it out.
Tactics
In short, we’re highlighting GhostBed’s lifecycle marketing with direct mail, which covers:
- A multitouch retargeting strategy: Up to six separate mailers are triggered depending on a potential customer’s behavior in their pre-purchase journey. For instance, if a customer abandons their cart, they’ll receive a mailer. If they don’t, they won’t.
- A long-term retention strategy: Customers likely won’t buy a replacement mattress more than once every several years—but that doesn’t mean GhostBed can’t drive additional repurchases and increase LTV.
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On Retargeting:
Mattresses are high-ticket items, so customers will naturally take longer to convert.
And any additional nudge helps in that buying process.
GhostBed complements their Klaviyo strategies with direct mail automation—we trigger mailers to arrive at the end of email flows, and we can reach customers even without mailing addresses thanks to our MailMatchTM feature. With MailMatch, brands can reach 70%+ of almost-buyers with just an email address.
While most customers will not receive all six retargeting mailers, we want to make sure we’re doing everything we can to help GhostBed drive first purchases.
More touchpoints are reserved for more indecisive customers.
*Quick product note: This second automation leverages our native Shopify integration. We can grab their address from Shopify. This means we can reach ~100% of customers, vs. 70%+ with MailMatch.
On Retention:
While GhostBed isn’t going to have the same purchase frequency as a lower AOV brand, that doesn’t mean they can’t use multiple channels—including direct mail—to push additional purchases.
The team has sent Cardalogs out to customers over the holidays as well as evergreen moments throughout the year.
BFCM Retention
GhostBed sparks the conversation again with their best offers of the year—displayed on Cardalogs.
The postcards are sent to customers who last purchased 1–4 years ago, educating them on additional beds and featuring major collections, like GhostBed x Venus Williams.
Evergreen Retention
GhostBed sends offers to reengage past buyers based on past purchase behavior.
For instance, if a customer purchased one of GhostBed’s RV Memory Foam Mattresses, they’ll receive a “but wait, there’s a whole lot more” offer in a Cardalog, showing other highly rated mattresses.
These may be sent to customers who last purchased 6 months to 3 years ago, depending on the initial product purchased and segment.
Two major benefits of GhostBed’s use of direct mail for retention
A couple points we wanted to call out here:
- By reengaging customers with “bounce-back” offers, GhostBed can push additional sales and important product education—not every customer is going to be an expert with your product catalog, especially after one purchase.
- Direct mail is a perfect channel for brands with longer repurchase cycles. Customers may naturally engage less over time with email—or unsubscribe—but by using direct mail, GhostBed can still hit 90%+ of past buyers.
Results
“We’ve been running campaigns across multiple segments—no purchase windows, abandoned checkout, add-to-cart—and the results have been really encouraging. Overall, I’m pleased with the performance. It’s nice to see results without having to throw extra resources at it.” —Rich Bernstein, VP of Marketing @ GhostBed
GhostBed’s results with direct mail are strong across the board.
- For retargeting: All 6 retargeting automations drove a 5x+ ROAS.
- For retention: All BFCM retention campaigns drove a 6x+ ROAS, and evergreen retention campaigns have driven a 10x+ ROAS.
We’re thrilled that GhostBed is able to sell more of their uber-popular, uber-comfortable mattresses through direct mail.
It’s the only time we’ll say that direct mail will help put your customers to sleep.
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