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MaryRuth’s Drives Shopify + Amazon Revenue with PostPilot
Industry:
Health & FitnessIn Partnership With:
Shopify
,
Klaviyo
,
Background
MaryRuth’s makes wellness products and health education simple—with the help of mega-popular liquid supplements and approachable content to help customers lead healthier lives.
They’ve been incredibly successful and are now an omnichannel brand, selling through Shopify and Amazon. In that growth journey, the team has looked to stack wins on wins, add to their owned marketing efforts, and, ideally, to drive revenue across their sales channels.
They’re doing just that with direct mail powered by PostPilot.
While they’ve sent direct mail to drive DTC sales, the halo effect is real. Their postcards have driven substantial sales on Amazon Seller Central, too, and they’re easily trackable, thanks to PostPilot Halo.
This is history, made.
Here’s the story.
With PostPilot, MaryRuth’s:
- Launched their direct mail program in 2024
- Fully offloads time-consuming direct mail strategy and design to the PostPilot team
- Drives automated net-new and repeat revenue on Shopify
- Added a trackable growth lever to Amazon Seller Central—they’re seeing up to a 11.1x ROAS
MaryRuth’s Direct Mail Strategy
MaryRuth’s has been using PostPilot to add to their owned marketing program: namely, by adding additional touchpoints to their retargeting and retention efforts.
And doing so has been seamless, as Monica Boretsky, MaryRuth’s Director of Ecommerce explains:
“We fully rely on PostPilot’s design services for all of our creative—we sent our brand guide, and they even add the little fruit illustrations that speak to the flavors of our products, which is crucial to our branding.
Then, on strategy, segmentation, and budgeting, Christie and Nicole [Account Managers] are extensions of my right hand, Vanessa. I would just describe PostPilot as a complete extension of our team. ”
Driving First Purchases with Direct Mail
MaryRuth’s has been using MailMatch to dynamically send postcards that arrive at the end of their Klaviyo welcome and abandoned cart flows—MailMatch enables brands to send direct mail with only an email address.
On the welcome side, this postcard is triggered to a list subscriber if they haven’t converted in 15 days post-signup:
And on the abandoned cart side, the postcard below is triggered 5 days post-abandon:
Important context:
Although these campaigns are clearly pushing customers to maryruthorganics.com and are driving sales there, we’ve seen that their abandoned cart automation is driving substantial revenue on Amazon Seller Central, at an extremely high ROI.
This is the case for more than half of their campaigns: CTAs to Shopify but seeing results on both Shopify and Amazon.
More details (and data) at the end.
Driving Repeat Purchases with Direct Mail
“For us, if you're not reordering within a 30-90 day window, we're potentially losing you. In her plan for us, Christie [Account Manager] outlined targeting these segments and other opportunities—and it’s been working really well.” —Monica
To Monica’s point, MaryRuth’s has used automated and one-off direct mail campaigns to drive winbacks in key repurchase windows as well as over major sales periods like BFCM.
Evergreen Winback Automations for Repeat Revenue
The postcard below, for example, has automatically been sent to a variety of RFM segments to drive second purchases among one-time buyers and third or fourth purchases among multibuyers.
These automated postcards function exactly like automated emails.
As soon as someone hits a threshold without purchasing (e.g., 30 days), we fire off a postcard to help bring them back into the fold and drive LTV on both Shopify—and Amazon.
Automated Cross-Selling to Drive Hero Product Sales
The team has also automated one of our favorite tactics, cross-selling with postcards, using this design:
This card is automatically sent to customers who haven’t purchased their hero product (Liquid Morning Multivitamin), and features it front and center, along with some tempting fruit and incredible value props.
This card, too, drives Shopify and Amazon revenue.
BFCM One-Offs for Incremental Returns
No direct mail program would be complete without a big BFCM blast to drive a ton of revenue during ecommerce/retail’s biggest season.
When inboxes are getting blasted and everyone’s running their BFCM ads, there’s one surefire way to get seen: direct mail.
MaryRuth’s has been using postcards over BFCMs to reach past buyers and drive repeat purchases, featuring their best offer of the year.
While you can miss an email or text in the most marketing-packed season of the year, you can’t ignore a postcard.
Double Clicking on Amazon: How MaryRuth’s Is Tracking Seller Central Sales Driven with PostPIlot
“We are more recently now focusing on Amazon with PostPilot. But ever since you guys announced PostPilot Halo, we get visibility into our previous Seller Central sales, which is really exciting for us. Amazon is our largest channel.” —Monica
This is the first case study in history featuring a direct mail program with tracked Amazon Seller Central sales, and it’s made possible by PostPilot Halo.
Omnichannel brands like MaryRuth’s can simply integrate Amazon Seller Central with PostPilot, and after 1–2 days, all campaign dashboards will show revenue driven to Shopify and Amazon—including many historical and stopped campaigns.
As it turns out, MaryRuth’s has had success using direct mail to drive DTC revenue, but they’re often driving more revenue on Amazon!
Results
Let’s talk about incredible multichannel data. We’ve found that 54.5% of MaryRuth’s 2025 campaigns have driven revenue on Amazon, and it’s usually at a high ROAS.
Check out their results by funnel stage and tactic.
On the retargeting (net-new revenue) side…
Welcome campaigns:
- 2.92x incremental ROAS (iROAS) on Shopify
Abandoned cart campaigns:
- Up to 2.46x iROAS on Shopify
- Up to 11.1x ROAS on Amazon Seller Central
On the retention (repeat revenue) side…
Standard Automated Winbacks (driving second purchases):
- Up to 2.07x iROAS on Shopify
- Up to 9.3x ROAS on Amazon Seller Central
Cross-sells:
- 2.2x incremental ROAS on Shopify
- 8x ROAS on Amazon Seller Central
BFCM Winbacks:
- Up to 11.43x iROAS on Shopify
Last Point: Why This Is Such a BIG DEAL
MaryRuth’s’ data reflects what omnichannel marketers have long suspected:
- Like other marketing channels, direct mail does have a “halo.” It’s even more valuable than we all thought.
- The customer journey remains complicated—but that’s okay. CTAs may or may not drive sales in the target channels. But with PostPilot Halo, it’s finally possible to track some of that once-untrackable revenue.
As a result of their results, MaryRuth’s is continuing to invest in direct mail—and at the time of writing, they’re launching some campaigns with a CTA to Amazon Seller Central.
But how much Shopify revenue will those drive?
We’ll let you know.
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