Background

Longplay is a full-service retention and lifecycle marketing agency working with leading DTC brands, and the team has partnered with PostPilot to enable their customers to launch high-ROI direct mail strategies. 

Longplay’s gotten so into direct mail, in fact, that they created a complete playbook for building direct mail BFCM programs—and it’s really, really good. We contributed to the ebook along with our close mutual partner, Orita, the AI customer segmentation platform.

Free download link here.

In this case study, though, we’ll feature some tactics and results of a couple of our mutual customers, including green supplements brand Daily Elements and luxury bedding/bath brand Peacock Alley.

Check them out.

Tactics + Results

“When we look at the lifecycle, email and SMS can only go so far—even when they’re maximized as channels. Direct mail became a way to reach customers that email and SMS couldn’t convert.” —Jess Chan, CEO & Founder @ Longplay

Retargeting Email List Subscribers + Driving First Purchases (Daily Elements): 8x+ ROAS

Goal: Converting more first-time customers.

The Tactic: Reaching non-buying email/SMS subscribers with direct mail. When a potential customer signs up for your email/SMS lists and goes through your welcome flow without converting, you’re left with an ever-diminishing likelihood to convert them. 

Enter: MailMatchTM. Send postcards to those non-buyers, even if you don’t have their address yet. It drives incredible results and stretches your digital prospecting dollars further.

The 4x6 Postcard:

Driving Second Purchases with Postcards - Email Subscribers and Non-Subscribers (Daily Elements): 6x+ ROAS

Goal: Converting more repeat purchasers.

The Tactic: It’s a classic for a reason. Sending postcards to customers who have only purchased once—in this case, it was in the last 50–120 days. After new customers have exceeded the typical first-to-second time between orders window, it’s time to pull out the stops to drive another purchase. 

Note that this campaign was targeting both one-time buyers who were subscribed to email and those who were not. Direct mail can reach them all.

Hey, look! Another incredible free resource we collaborated on with Longplay. Check it out here.

The 4x6 Postcard:

Reactivating Customers Over BFCM Who Last Purchased Last BFCM (Peacock Alley): 10x+ ROAS

Goal: Winning back lapsed customers.

The Tactic: Reactivating one-’n’-done buyers from last year’s BFCM. You know the classic situation in November—you’re driving tons of net-new acquisition, but a large percentage of those customers will be buying at heavy discounts and will disappear after the holiday season. 

Usually, to reach those customers, you’re left to send email/SMS to remaining subscribers and say a couple prayers for your Meta ads. But with direct mail, you can reach those customers at home and drive them to repurchase, tilting LTV:CAC in your favor.

The 4x6 Postcard:

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