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Laird Superfood Doubles Down on Direct Mail with PostPilot
Background
Laird Superfood has been using PostPilot to drive profitable revenue since 2022.
Since we published an initial case study (in 2023) with Laird featuring some of their retention-only results, the team has leaned into additional tactics, hit more of the funnel, and successfully brought (many) subscription customers back into the fold.
Tactical Highlights and Results
“We’re actively taking some budget from Meta and Google and putting it into direct mail.” —Salem McLaughlin, Sr. Manager - Ecommerce @ Laird Superfood
(Direct Mail Superpower) Winning Back Customers Unsubscribed from Email: 10x ROAS
The Tactic: If a customer unsubscribes from your email/SMS lists, you can still send them direct mail to win them back, drive more LTV, and get them resubscribed to your list.
Laird Superfood sent postcards to customers who had purchased at least three times in the last two years but were unsubscribed from email (instead of relying on expensive retargeting ads to bring them back into the fold).
The Postcard:
Subscription Anti-Churn Ex #1 (Product Improvement): 10x ROAS
The Tactic: Laird sent postcards to customers who had unsubscribed from their Recharge subscription program featuring new products, improved products, and content updates.
These were sent to several segments based on their last order date. Naturally, the cards to more recent buyers drove higher ROAS (e.g., 10x for customers who purchased 180–365 days ago), but they still saw a 2x+ ROAS among customers who were last subscribed over three years ago!
PostPilot Team Note: Direct mail continues to be a super effective tactic to reactivate subscription customers. Laird has a robust Recharge program, and they’re using direct mail in a variety of ways to enhance and expand it. The next section covers an additional anti-churn tactic, too.
The Postcard:
Subscription Anti-Churn Ex #2 (by Cancellation Reason: 14x ROAS
The Tactic: Sending postcards to churned subscribers with copy relevant to why they canceled. For instance, the postcard below was sent to customers who unsubscribed because the subscription was too expensive.
The team also sent cards to customers who churned because they had too much product (see the postcard below) and may have preferred other flavors.
A more general offer was sent to customers who marked “other.”
Targeting Customers Who Purchased a Brand Ambassador’s Picks: 15x+ ROAS
The Tactic: One of Laird Superfood’s brand ambassadors is Shawn Ryan (ex-Navy SEAL and major influencer with a huge podcast/YT following), who has his own product bundle. The move here? Sending customers who purchased that bundle a follow-up offer featuring Laird and Shawn onstage, plus an all-important subscription offer.
PostPilot Team Note: This is a killer foundation for a subscription offer. The customers have purchased a bundle, so they’ve tried more than one product that they can subscribe to. Plus, it’s featuring Shawn and Laird himself front and center.
The Postcard:
Automatically Retargeting Non-Buying List Subscribers with MailMatchTM: 7x ROAS
The Tactic: Classic tried-and-true MailMatch tactic. Dynamically firing off postcards to non-buying email subscribers who haven’t purchased after thirty days. It works.
The Postcard:
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