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J. Queen New York Drives Incredible BFCM Results with PostPilot
Industry:
Home & GardenIn Partnership With:
DAS
,
Shopify
,
Klaviyo
,
TLDR:
- Background: J. Queen New York's high-value customers respond exceptionally well to physical mail, but the brand needed a direct mail platform that could integrate seamlessly with Shopify, Klaviyo, and the rest of their stack.
- Tactics: DAS used PostPilot’s native Klaviyo and Shopify integrations to run winbacks to past buyers and track the results in real time.
- Results: BFCM campaigns hit 7x blended ROAS, and several segments drove a remarkable 15x+ ROAS.
Background / Challenges
J. Queen New York makes elegant, premium bedding and home décor that transforms houses into sanctuaries.
And their audience development and customer intelligence partner, DAS, has been on a quest to add another channel to reach their VIP customers. Especially those who may have gone dark digitally but still had high LTV potential.
There’s only one true answer for that: direct mail.
Amlan Das, DAS’ founder, evaluated several direct mail providers, but they fell well short of what he was looking for. Specifically, native Shopify and Klaviyo integrations that made direct mail as easy to fire as email or SMS through Klaviyo.
An Integrated Direct Mail Program
“PostPilot’s ability to trigger mail based on the same segments we use for email, without manual list pulls or CSV uploads, was the unlock. It lets us treat direct mail as part of the marketing stack, as natively as we run email automations and campaigns.” —Amlan Das, Founder @ DAS
Sending direct mail should be as easy as email, and it should function in exactly the same way.
Right? Right.
There’s a reason PostPilot is Klaviyo’s only direct mail partner with Premier status (actually, there are hundreds of reasons).
DAS uses the same segments in both channels, which means they can simply “orchestrate timing and messaging,” as Das says. “A customer might get an email, then a postcard a few days later. Similar offer, different touchpoint, different messaging-treatment.”
DAS also uses Klaviyo data to inform PostPilot targeting. If a customer has a high predicted LTV but hasn’t purchased in 90 days, they automatically become a prioritized candidate to receive mail.
As a result, the Klaviyo x PostPilot combination creates a “cohesive” experience that “keeps J. Queen’s message moving in a continuum.”
Using Direct Mail for BFCM Glory
DAS leveraged direct mail for two major mailing moments in the 6 weeks prior to BFCM.
First, they sent out batches of Christmas-themed CardalogsTM to several customer segments, including one-time buyers and VIPs, serving as an early access sale in late October. Segments were based on RFM attributes, in order to see more granular performance data and be able to more efficiently scale winners.
Then, 2 weeks before Black Friday, DAS targeted twice as many RFM segments with postcards, featuring more classic product imagery, with just a hint of Christmas on the back.
Despite the busy season, the process to launch these campaigns was as fast and easy as ever:
- DAS finalized campaign + audience strategy and identified target segments to pursue.
- DAS provided campaign concepts to J. Queen's dedicated account manager Ana, and our in-house design team, who then produced mailer assets.
- After feedback was implemented, Ana launched the campaigns—each process took a matter of days, from start to finish.
- DAS was able to track all campaign performance in real-time thanks to PostPilot’s native Shopify integration—exactly like in Klaviyo.
“The PostPilot team has been exceptional, and I don't say that lightly, because agency-to-vendor relationships can go sideways fast when both sides are managing client expectations.
What's made it work is that they operate like an extension of our team, not a vendor waiting for a task to complete. They're proactive on campaign frameworks, they'll flag opportunities we haven't considered yet, and when we need performance data pulled for client reporting or strategic decisions, it's always there.” —Amlan
Results
“Direct mail is a high-trust channel for a high-trust demographic. Our customer responds to premium, physical touchpoints. It’s that branded touchpoint, when paired with effective timing, that consumers come to appreciate and respond favorably to.” —Amlan
DAS and J. Queen New York cracked the code: meet your customers where they are, use the data you already have, and let the segments tell you where to invest.
Check out these numbers:
- Overall, J. Queen’s BFCM direct mail campaigns drove a remarkable blended ROAS of 7x.
- In J. Queen’s Cardalogs launch (6 weeks before BFCM), ROAS ranged from 2.85x to 15x+, and the highest returns came from VIPs.
- In the postcard launch (2 weeks before BFCM), ROAS ranged from 1.58x to 15x+.
- Lower ROAS was from one-time buyers who last purchased between 1.5 and 3 years ago.
- Strong ROAS (3.94x) from customers who last purchased between 1 and 1.5 years ago.
- Multiple segments drove over a 15x ROAS.
To optimize J. Queen’s program, DAS will be focusing on more recent buyers (e.g., not targeting customers who last purchased 1.5+ years ago) and will be allocating 30–40% of their direct mail budget from 1x to 2x buyers, which drove stronger results.
Bottom line?
Expect J. Queen and DAS to continue to double down on big wins and launch a lot more mail, including for seasonality outside of Q4 as well as for product launches and bundles
We love to see it. After all, the world deserves more beautiful bedding.
Bonus: What would you say to another marketer to convince them to try direct mail?
“Don't think of direct mail as a siloed channel. Think of it as another touchpoint in your existing customer journey. If you already have strong segments in Klaviyo, especially repeat buyers, VIPs, and at-risk customers, you have everything you need to test. Start small. Test one segment. Measure it the same way you measure email.
The brands that consider reaching the right customer at the right moment in the right channel are the ones who will maximize the channel. For some customers, that channel is their mailbox.”
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