How Caden Lane Uses Postcards for Cold Prospecting

About 3.6 million babies are born in the U.S. each year, and Bryant Jaquez wants to reach all their moms. 

That’s a slight exaggeration. 

Jaquez is the CMO of Caden Lane, a San Antonio-based company that sells stylish baby clothes, matching family pajamas, swimsuits, and personalized gifts.

Founder Katy Mimari began it in 2005, selling her chic diaper bags in department stores. Today, Caden Lane has a nine-figure valuation. In 2022, it was featured in the Inc 5000 list of the fastest-growing private companies in the U.S. 

To keep fueling that growth, Jaquez needs to get as many new and expecting parents as possible into the customer pipeline. 

It’s tricky. He has to reach families at just the right moment—far enough along into a pregnancy that they’re ready to shop for personalized hospital outfits, but not so far that they’ve latched onto other brands. 

He recently uncovered a powerful way to do that: postcards. 

Caden Lane’s first cold prospecting campaign resulted in a 3.8x ROAS and a very happy CMO. 

"As soon as it went out, the platform dashboard started reporting ROAS numbers that surpassed my expectations,”  said CMO Bryant Jaquez.

In this case study, we’ll explain the steps Caden Lane took to get huge returns on its prospecting campaign—first testing automated winback campaigns to existing customers and prospects, then going for the big win on cold acquisition.

Testing the Direct Mail Waters

Jaquez loves to experiment and iterate. 

Caden Lane’s marketing team uses obvious channels like Google and Facebook. Expecting parents have also seen them on TikTok, television ads, affiliate marketing channels, podcasts, and more—with varying levels of success. 

Jaquez noticed that many DTC thought leaders were bullish on postcards, and a successful private equity firm recommended PostPilot. 

Caden Lane installed the free app and designed a test winback campaign with an initial budget of $10,000. Postcards went to VIP customers who hadn’t purchased in at least 90 days (and in some cases, far longer). 

“As soon as it went out, the platform dashboard started reporting ROAS numbers that surpassed my expectations,” Jaquez said. 

The initial returns looked crazy but actually made sense. Caden Lane launched baby clothes in 2020, eventually expanding into toddler and bigger kid sizes. Many early fans of the brand simply didn’t know about newer products, like matching family pajama sets. 

The high open rate of mailboxes allowed the brand to break through to customers, without interference from filters, privacy settings, unsubscribes or email overload. 

After automating winbacks and running some successful holiday postcard campaigns, Jaquez decided to see if direct mail could deliver on the biggest challenge: cold prospecting. 

Cold Prospecting with a Mailing List 

Jaquez worked with PostPilot to build a mailing list of 60,000 expecting moms. They sent a postcard that showcased products that would be perfect for their baby’s arrival. 

Caden Lane had been hoping just to break even, but the campaign generated a >3.8x ROAS. 

“Our results were shocking,” Jaquez said. “It was outstanding.”  

A first touchpoint that didn’t lose money would have been a hit, he said. It would have established relationships they could follow up on. The company is working on optimizing results even further by layering on other attributes like household income, location, or seasonal copy. 

“I'm an evangelist for postcard marketing now,” he said. 

Reaching All of Their Target Customers

Email is still one of Caden Lane’s main channels. But Jaquez feels like they’re squeezed as much juice as possible out of it. 

Plus, email has shortcomings. Even campaigns with high reported open rates miss people who unsubscribed, never opted in, or whose devices have privacy constraints. 

Postcards confirmed that many of those prospects actually want to buy from Caden Lane—they just need to be able to receive the message. 

The brand has dramatically expanded its product line over the past couple of years. But some of its early customers naturally moved on as their babies grew. Because they unsubscribed from email lists or ignored messages, they didn’t know that the company still had products they might want to buy. 

“We had their contact information, but they weren’t leads that were easy to interact with,” Jaquez said. “Postcards solved a problem that otherwise would've been pretty challenging to work around.” 

Caden Lane has automated its winbacks and is working to build out more campaigns. 

“This may be the oldest kind of marketing you can do, and it’s the most exciting. I guess that’s what people mean when they say that sometimes the frontier can be found in the forgotten.” Jaquez said. “We love PostPilot.” 

Next Case Study

How HexClad Used Eye-Catching Postcards to Make $800K in Sales from New Customers

The cookware brand’s direct mail campaign helped win over thousands of first-time shoppers.

How Wine by Lamborghini Uses Postcards to Win at Retention

Holiday campaigns and automated flows keep luxury customers coming back—generating more than 10x ROAS. 

How Rock City Lab Reactivates Churned Subscribers to Deliver Big Wins for Clients

The ecommerce marketing agency uses direct mail to bring lapsed subscribers back — at 7X the rate of organic reactivation.

Laird Superfood is Supercharging Retention With Postcard Campaigns

Laird Hamilton’s plant-based food brand reengaged thousands of lapsed VIPs and saw 12x ROAS on a single campaign. It’s just getting started.

How Grande Cosmetics Keeps VIP Customers Coming Back

The cult beauty brand generated more than $276,000 from a single postcard campaign. Now, it’s using direct mail to inspire wholesale purchases, entice first-time buyers and stay top-of-mind with fans.

How Obvi Drives Profits with Hands-Off Postcard Campaigns

The rocketship supplements brand wanted to offset high ad costs and reach dormant customers. They scored 1000%+ ROIs.

How Ezra Firestone's Cosmetics Brand BOOM! Achieved a 2600% ROI

Ecom legend Ezra Firestone knows how to retain customers. Get his direct mail playbook to drive retention and profits.

How Dr. Brandt Uses Postcards to Reach the Right Customers at the Right Time

The popular skincare brand has found an effective channel to mitigate the high cost of online ads and the deliverability issues of email.

How Beardbrand Wins Back “Unreachable” Customers with Easy, Effective Postcards

The OG mens grooming brand needed a way to reach and reactivate top customers that stopped buying and weren't subscribed or engaged with email. See how they got buyers back and a 10X return.

How Promix Nutrition Uses Postcards to Get Into Customers’ Homes (and Hearts)

Promix founder Albert Matheny was looking for more than ROI. He wanted to connect with customers offline and in their homes to build stronger recognition, affinity, and credibility.

How Orbit Baby Used Postcards for Acquiring High-AOV Customers

With MailMatch™, the DTC stroller brand could send direct mail based just on the emails of high-intent shoppers.

How postcards outperformed email 18.5 to 1 for Morris 4X4

Studies show customers receiving direct mail marketing are more likely to spend more over time (higher LTV). Morris 4x4 put this theory to the test and the results were remarkable.

How CYSM utilizes precise personalization to drive >10X ROAS across 100+ campaigns

Bulletproof generates more repeat customers, subscribers & 1000%+ ROI

Bulletproof solved the one-time-buyer problem by converting massive second-purchases and new subscribers.

How Urbani Truffles Used Postcards to Win Back High-Value Customers

Urbani used postcards to win back valuable customers they couldn’t reach online, and how they’re now integrating direct mail across their marketing strategy.

How Oh!mino Supplements Uses Postcards to Get 60% of Customers Coming Back

In the hypercompetitive supplements category, LTV is everything. CEO & Founder Michael Maynard used the power of postcard marketing automation to help lift reorder rates from 24% to 63%.

Ben Jabbawy, Founder & CEO of Privy on Driving 6% of Revenue with Automated Postcards

Ben speaks with Jeremy Roberts, CMO of apparel brand Tradlands, on making direct mail a leading overall revenue channel.

See How This Supplements Brand is Crushing ROI with Postcards

Drag &

Ready to increase your revenue?

Join thousands of ecommerce brands using PostPilot to keep customers coming back again (and again).

Try it for free
Shopify Reviews

No contracts. No credit card.