CYSM Hyper-Personalizes 100+ Direct Mail Campaigns

Where does a women’s shapewear and apparel brand go when they need a lift of their own?

CYSM, a family-owned, US-based DTC brand with Colombian roots is on a mission to help women feel more confident without sacrificing comfort.

To reach more potential customers, CYSM relies on the usual suspects; Google & Facebook. And to boost repeat purchases and offset rising CPC & CAC, they also used direct mail.

But using outsourced print-houses for their direct mail program was like running a marathon in scuba gear while blindfolded.  (Picture that for a moment.) No relevancy. No tracking. And it was a slow, tedious process.

The “spray and pray” approach of blasting a single campaign to an entire audience limited effectiveness. And trying to track results manually was a huge pain, not to mention inaccurate.

Wendy Beas, VP of Marketing for CYSM.

Meet Wendy Beas, VP of Marketing for CYSM.

Wendy needed a solution to easily launch custom, trackable campaigns that got the right message to the right customer at the right time.

That’s when she turned to PostPilot.

“For us segmentation is key. We tried print services, but it turned into a mess when you wanted to send a specific campaign to a specific kind of customer. With PostPilot, it was easy. ‘These are our VIP customers, send this card. These are first-time buyers, send this card.’ It’s that simple. That enabled us to start testing and tracking a variety of segments to see what worked.

And that’s exactly what she did.

Postcards are now fully integrated into the CYSM marketing mix, becoming a core channel to drive incremental revenue and retention. Having run over 100 campaigns, they’ve mastered what works.

Their campaigns consistently generate 1000%-1500% ROI (and often more).

In this article, you’ll learn all of the top strategies CYSM uses to drive remarkable results:

  • Holiday campaigns
  • Special announcements
  • Lifecycle/triggered campaigns
  • Tips to optimize performance

Let’s break down the different types of campaigns CYSM sends.

One-off campaigns to drive incremental sales

Beat the holiday rush

If you’re a DTC brand, you’re most likely creating promotions around relevant holidays. And you should — holiday events are a great reason to message your customers.

Here’s the problem. Everyone else has the same idea, resulting in overflowing email inboxes and inflated CPCs.

While everyone else is zigging, Wendy zags by adding postcards to the CYSM holiday marketing strategy. No fears of getting banished to the Gmail promotions tab or buried between hundreds of other emails.

Plus, the price of a postcard stays fixed. No competition driving up costs during peak periods.

Check out some of their holiday campaigns below:

Women’s Day Campaign Card
Mother’s Day (1256% ROI)
Women’s Day Campaign Card
Women’s Day (1567% ROI)
Valentine's Day Card
Valentine’s Day (2376% ROI)

Get important messages in your customers hands

CYSM also converts loyal customers into brand ambassadors and keeps existing ambassadors engaged by sending personalized cards.

When a popular product isn’t currently available, CYSM needs to ensure back in stock notifications reach the customers that are eager to buy.

Even the most high-intent emails typically never get seen by the majority of recipients. Adding a postcard notification ensures the message isn’t missed and converts those browsers into buyers.

Next, let’s take a look at automated, or lifecycle campaigns. These campaigns are triggered when a customer meets defined criteria, just like an automated email flow.

Triggered campaigns to put LTV on autopilot

Deliver VIP Treatment

CYSM identifies and acknowledges high value, VIP customers with a special card and discount. This helps keep them loyal.

CYSM also gives their VIPs exclusive early access to sales.  Postcards are a great way to make sure they “save the date.”

Keep customers coming back again (and again)

The #1 priority after acquiring a new customer is to get a second purchase.

Quickly reengage a happy new or existing customer to increase LTV. Plus, with every subsequent order, a customer becomes even more likely to continue making future purchases.

Wendy does this in three different ways based on what they purchased:

Welcome message with a site-wide discount.
Suggesting they order more than one of the item they purchased.
Cross-selling complimentary items.

More Tips for Campaign Success

Pivot Klaviyo Segments to Postcards

Wendy uses the popular ecommerce ESP Klaviyo almost like a CRM. She creates a variety of customer segments in Klaviyo to easily determine how many customers meet her selected criteria. Then she can build highly relevant messaging for that audience and add that into an automated flow.

With the PostPilot <> Klaviyo integration, it’s a cinch for her to use those same segments to add a postcard campaign to the customer journey. This ensures her message gets through to the customers that aren’t opening the emails, and reinforcing the message to those that are. Tests have shown that customers spend 25% more when combining direct mail with digital marketing.

She describes it this way:

“We first create flows inside of Klaviyo. The great thing is that we can then say ‘If somebody doesn't respond to the abandoned cart flow, send a postcard.’ With PostPilot we can understand where the customer is in their journey, making it easy to send the correct message, at the correct time, to the correct customer. That's the goal of every marketer.

Reduce Friction and Improve Tracking with QR Codes

CYSM has always used QR codes in their print marketing materials, and postcards are no exception. QR codes make it easy to get customers to the site, automatically apply any discount codes, and add UTM tracking for richer analytics data.

Customers often forget to use the coupon codes in their ads, or find a different one instead. UTM tracking provides additional data to show the efficacy of their print channels. PostPilot also automatically tracks which postcard recipients go on to make a purchase, even if they don’t use a specific coupon code.

Wendy and her team have been thrilled with the results and continue testing new campaigns every month.

Key Takeaways:

  • Mix automated campaigns with one-off sends for special events.
  • Match your creative and offer to your audience and include personalized elements.
  • Test new audience segments and offers. Like with any marketing channel, there’s always room for further optimization.

It’s shaping up to be another great year for CYSM!

We highly recommend PostPilot as a key channel for any ecommerce business. We can segment our audience and send a very relevant message. Plus, with all the digital advertising bombarding our customers these days, we love delivering a more personal touch. Our customers love receiving postcards from our brand. If you haven’t thought about direct mail or think it’s an older technique, check out PostPilot. It’s become an indispensable and highly effective part of our online customer journey.
— Wendy Beas, VP of Marketing, CYSM

Next Case Study

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

In their first year with PostPilot, the foot pain fighters drove 7 figures in revenue at a 10x+ ROI.

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.

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 &
Scroll

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.