KURU Footwear Notches $2m+ with Full-Funnel Direct Mail

About KURU Footwear

The inventor of heel-first footwear, KURU believes that health begins with heel.

With patented KURUSOLE technology, dynamically protecting the natural shape of your heel and serving as the foundation for both pain prevention and relief, KURU has become the shoe of choice for humans with health hopes. Based in Salt Lake City, KURU launched in 2008 and has grown to offer an expanding lineup of pain relieving footwear, including plantar fasciitis shoes for women and men, that put your heels first.


KURU Footwear launched a high-ROI direct mail program in 2023 and, on the "heels" of that success, is scaling the channel in 2024.

  • KURU came to PostPilot to leverage postcards as an additional way to engage with customers at all stages of the funnel. 
  • The team is sending postcards for both acquisition and retention, integrating direct mail into their mix of paid, earned and owned channels.
  • Across all campaigns, KURU has sent hundreds of thousands of postcards so far, which drove $2m+ in revenue at a 10x+ ROI. 


Before testing direct mail, KURU focused primarily on search, shopping and social channels, but the team sought a new way to acquire customers, warm prospects further, and drive further value from their existing customer base.

“We evaluated PostPilot against a number of DM companies, but I got the feeling right off the bat during initial conversations that working with your team was going to be a true collaborative partnership.” 

-Megan Kolbe, Dir. of Paid Media, KURU Footwear

The PostPilot Solution:

“We’ve seen consistent growth of direct mail since working with PostPilot, both from a budget standpoint in existing campaigns, as well as scaling into net-new campaign initiatives across acquisition, retention, and reactivation strategies.”

KURU uses direct mail to “stand out” from digital ads and emails that customers (and potential customers) are inundated with every day and add a “personalized touch” to their marketing.

Closing the Sale with MailMatchTM

With MailMatch, brands can send mailers to potential customers’ homes with only their email address. KURU’s kept MailMatch switched on since July ‘23 to help drive sales from abandoned carts—and this is one of the postcard designs they’ve used:

This postcard has driven $60k.

The Acquisition Tactic: KURU automated this via PostPilot last year. We automatically fire off this postcard to customers who abandoned their carts 6 days prior and who have already gone through an email abandoned cart sequence. 

Abandoned cart reminders are a tried-and-true email tactic, and they crush with postcards, too. 

Keeping ‘Em Close with Postcards

Pushing Post-Purchase Postcards

KURU has aimed to reduce the time between first and second purchases, and “PostPilot has provided a cost-effective way to get back in front of folks who have potential to become lifelong fans.”

To shorten that time and drive repeat purchases, KURU’s has used direct mail as an extension of post-purchase email drip flows for different audiences. 

Previous post-purchase postcard. Has QR + Free Shipping / 45-day returns & exchange messaging on the back.

The Retention Tactics: Last year, KURU sent the postcard above to customers 35 days post-purchase. Then, they sent a second, separate, postcard to customers who still had not purchased in 120 days. This was sent to customers who didn’t convert via any post-purchase email campaigns.


“I’ve been pleased with every single campaign we’ve put out. Before meetings with [our dedicated account manager] Kassidy, I check on the data to get a sense of performance, and honestly: there haven’t been any flops.”

KURU’s seen remarkable success with direct mail so far.

  • $2m+ in revenue
  • 10x+ ROAS

Let’s break that down.

For acquisition and retargeting of warm leads:

  • $500K+ revenue
  • 7.5x+ ROAS
  • 2.5%+ CVR

And for retention:

  • $600K+ revenue
  • 11.5x ROAS
  • 4.5% CVR

Their other efforts, including reactivation and holiday campaigns, drove the other $927k in revenue last year. 

We love to see it. 

Direct mail may have begun as another reliable tactic, but it’s become a fundamental pillar of KURU’s marketing strategy. We can’t wait to see the results as they "step up" their direct mail even more in ‘24 and beyond:

“I anticipate KURU leaning further into direct mail in 2024 and 2025. We’re excited as we further scale our winback drip series, A/B test card designs, evaluate holdout testing results, and add more MailMatch campaigns into our media mix this year.”

Next Case Study

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

The body-positive apparel brand switched to PostPilot to improve performance and unlock a full-funnel channel.

Taylor Stitch Automates Retention and Revenue with PostPilot

The responsible shirting brand has driven 7 figures in seasonal and programmatic revenue using direct mail.

HexClad Built a 7-Figure Programmatic Direct Mail Program with PostPilot

The cookware experts drove nearly $3M over BFCM and continue to expand their evergreen direct mail strategies.

Direct Mail Is “Instrumental” in Driving Repeat Purchases for M&S Meats

PostPilot helped the 80-year-old premium jerky brand increase YoY holiday revenue by 110%.

Gozney Retargets & Converts Anonymous Website Visitors with Direct Mail

The outdoor pizza oven brand drove $100k+ in revenue and a 10X+ ROAS acquiring new customers with SiteMatch.

Mini Katana Activates AWOL Email Subscribers with PostPilot 

The viral sword brand uses MailMatch to reach prospects who aren’t reading marketing emails. 

Plum Deluxe Scales Handwritten Birthday Wishes with PostPilot

The community-powered gourmet tea brand adds a personal touch (at scale) for thousands of customers with PostPilot.

Bones Coffee Sees “Explosive” Results with Postcards

With their first two mailers, the company drove nearly $100k in sales and brought thousands of customers back into the fold.

How Direct Mail Became an Essential Marketing Channel for Dr. Squatch

The rocketship CPG brand chose PostPilot for its concierge service and superior analytics.

Pourri Smashed Its Black Friday Goals with PostPilot

Direct mail gave the home fragrances brand a 10% incremental revenue boost, outperforming every other channel.

WINPRO Pet Uses Direct Mail to Reach *All* Its Customers

The pet supplements brand knows that direct mail connects when email can’t.

Cardalogs: A New Acquisition Channel for Misook

The women’s fashion brand tried prospecting with a faster, more flexible alternative to catalogs. It got a 3.4x ROAS.

How HexClad Uses PostPilot to Convert Email Subscribers

The cookware brand’s direct mail campaign helped rack up $800k in sales from new customers.

Wine by Lamborghini Wins at Retention with PostPilot

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

Caden Lane Leans Into PostPilot for Cold Prospecting

Direct mail scored the stylish and fast-growing baby brand a 3.8x ROAS on a first-touchpoint campaign.

Rock City Lab Reactivates Subscribers with Postcards

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

Laird Superfood Supercharges Retention With Postcards

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

Obvi Drives Profits with Automated Postcard Campaigns

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

Ezra Firestone's BOOM! Achieved a 2600% ROI with Postcards

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

Dr. Brandt Uses Postcards to Reach Lapsed Customers

The popular skincare brand relies on PostPilot to mitigate the high cost of online ads and email deliverability issues.

Grande Cosmetics Keeps VIPs Coming Back with Direct Mail

The cult beauty brand generated more than $276,000 from a single postcard campaign. Now, it’s going deeper.

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

The OG mens grooming brand needed a way to reach and reactivate top customers who didn't engage with email. They got buyers back and achieved a 10X return.

Promix Nutrition Uses Postcards to Get Into Customers’ Homes

Promix founder Albert Matheny was looking for more than ROI. He wanted to connect offline for stronger recognition, affinity, and credibility.

Orbit Baby Uses Postcards to Acquire High-AOV Customers

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

CYSM Hyper-Personalizes 100+ Direct Mail Campaigns

The shapewear brand uses direct mail for holidays, retention, VIP rewards, and more to Drive >10X ROAS.

Bulletproof Re-Engages Customers with Direct Mail + Email

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

Urbani Truffles Wins Back High-Value Customers with Postcards

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.

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

CEO & founder Michael Maynard used automated direct mail to help lift reorder rates from 24% to 63%.

Privy CEO Ben Jabbawy on Driving 6% of Revenue with Postcards

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

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.

ATH Organics is Crushing ROI with Postcards

The supplements brand tests creative, offers, and personalization to optimize its direct mail campaigns.

Drag &

Ready to increase your revenue?

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

Try it risk-free
5.0 Shopify Rating

No contracts. No minimums.