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Made In Automates Incremental Retargeting + Retention Revenue with Direct Mail
TLDR:
- Made In evaluated other direct mail providers, such as PebblePost and Postie, but came to PostPilot due to a number of features, including a deep, native integration with Klaviyo, easy incrementality testing, and an in-house strategy/creative team.
- They are using direct mail in a variety of ways for retargeting and retention: automated abandoned cart retargeting, automated winbacks, and BFCM promos.
- Their results are incredibly strong, notably with a 10x+ incremental ROAS on automated winbacks.
Background:
Made In makes stunning cookware, full stop. They’ve pioneered an uber-popular carbon steel griddle, just released a portable grill (that looks like it just might shake up the BBQ old guard), and without exception, they release built-for-life products made in Italy, France, and the U.S.
The team has also used direct mail. A lot.
But last year, they were looking for a flexible, programmatic platform with better data reporting and integrations. After evaluating several platforms, such as PebblePost and Postie, they turned to PostPilot.
“We went with PostPilot because you integrate with Klaviyo, the UI was seamless, we could prove incrementality in everything in-platform, you have a helpful creative team, and there’s no long-term commitment with a hundred thousand dollars up front.” —Mike Carmody, VP of Performance Marketing @ Made In
Tactics
Automatically Un-abandoning Carts with Mail
More carts saved, more pans in-home.
To save them, Made In is reminding almost-buyers that some of the most famous chefs in the world use the products they’ve almost-bought.
With postcards like this:
We dynamically fire off this postcard to almost-buyers who abandoned their carts 5–7 days ago. The card offers a 10% off a $100 order, which despite being a relatively lower discount for an abandoned cart offer (these are often 20–25%), has driven an incredible ROAS.
Retention
BFCM
To make the most of the buying and gifting season, Made In sent possibly the most epic bundle offer we’ve ever seen in any campaign (direct mail or otherwise):
The reason to lead with bundles over BFCM is that even with a steep discount in the (expensive) holiday season, you’re able to drive way higher AOVs.
And Made In stacked tactics here by throwing in a GWP. GWPs are frequently better than a steeper discount because you’re just paying the COGS—versus an extra 10–30% off a potentially large purchase.
TLDR: More holiday margin via mail.
Automated Winbacks
There’s a famous saying: “You should automate your direct mail.”
It might just be famous at PostPilot.
But we say it because it means that direct mail drives revenue in your sleep, just like your email and SMS programs. And really, it goes a step further by being able to, as Mike says, reach customers who “unsubscribed from our emails and texts.”
In Made In’s case, Mike & co have automated postcards to multi-purchase segments (3+ purchases) and are automatically winning back customers who haven’t repurchased in (up to) 210 days.
Results
“Our account manager, Taylor, has been great. And you guys sent over a bunch of creatives that we’re going to launch that are strong—and our brand team is really particular about that s**t.” —Mike
And Made In’s results with direct mail?
Also great. Better than great, actually.
Let’s look at the scoreboard:
- Automated abandoned cart: 8.35x incremental ROAS (iROAS)
- Automated winbacks: Up to 10.29x iROAS
- BFCM: 4.39x iROAS
Made In is pushing their Meta prospecting dollars further with first-purchase checkout retargeting and driving even greater LTV among profitable multi-purchase segments.
The best part: it’s all highly incremental.
We can’t wait to see the program continue to expand into next year.
Editor’s Note: Seriously, have you seen their copper frying pans? My credit card just jumped into my hand from across the room.
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