Mizzen+Main Builds a Killer Direct Mail Program with PostPilot

TLDR:

• Challenge: Mizzen+Main searched for a strong direct mail platform, having tried multiple others, and wanted a partner that could integrate with OuterSignal & their existing tech stack.
• Solution: Mizzen+Main leveraged PostPilot's best-in-class platform and OuterSignal's segmentation to send hyper-personalized mail, at scale, saving dozens of hours/month of mail.
• Results: Extremely strong ROAS on campaigns across the board. OuterSignal’s segmentation led to Mizzen+Main’s best performing direct mail campaign.

Challenge: Finding the Right Direct Mail Partner

Mizzen+Main makes stunning, classic menswear, including “the best damn dress shirt,” and the team is packed with incredible operators who have pushed the brand to consistently strong annual growth.

To add another growth lever, though, the team wanted to expand into direct mail. Unfortunately, finding the right partner turned out to be “a journey.”

“We worked with 4 other direct mail platforms, and I was like, ‘Oh my God. Everything feels like we’re living in 2015!’ So, when the CEO of our digital agency adMixt, Kevin Simonson, connected me with PostPilot, it all felt too good to be true.”  —Natalie Shaddick, VP of Ecommerce @ Mizzen+Main

Solution: The Ultimate Direct Mail Platform

Natalie’s experiences exactly reflect why PostPilot was founded. Direct mail works, but other platforms/service providers make launching a program feel like root canal in slow motion. 

Which—and this is true—isn’t ideal.

Since launching with PostPilot, however, Natalie and team have quickly and easily launched dozens of successful campaigns (including catalogs) and integrated with powerful partners like OuterSignal to drive even more eye-popping returns. 

Real-Time Data Reporting + Incrementality Testing

As Natalie told us, “We tried to test the incrementality (another huge component of PostPilot that didn’t really exist anywhere else)—I wouldn’t see any results from my key Q4 mailer until March of the next year.”

If you got your email/SMS results 3–4 months later in spreadsheets, you’d probably switch careers. Why should direct mail be any different?

Now, Natalie’s team can track campaign performance in real time, including with automations and incrementality testing. The way it should be.

Integrating with the Stack (Feat. OuterSignal)

Real-time data is possible because PostPilot natively integrates with Shopify—we register purchases as soon as they happen. But that connectivity means direct mail has limitless potential to connect with the rest of your marketing stack. 

That ranges from tying together Klaviyo with PostPilot (creating a beautifully unified owned marketing program) to integrating OuterSignal. 

With OuterSignal, Mizzen + Main built a segment of their executive-level customers– the CEO’s, Managing Directors, VPs, and Board Members already shopping with them. PostPilot crafted specific creative and copy for this audience. 

The resulting campaign became Mizzen + Main’s highest performing direct mail campaign in history.

As co-founder Noah Friedman explains, “OuterSignal is a customer intelligence tool that gives brands 10x more information about their customers than they know now—ranging from IDing VIPs to major influencers, celebrities, journalists, and more.”

And Mizzen+Main is a huge OuterSignal fan.

Natalie told us, “We love OuterSignal. We started using audiences OuterSignal built for Meta 6 months ago, and we saw great results there—in fact, it was our top target audience on Meta over BFCM. So, we knew the combination with PostPilot would be great, too. A lot of our customer base is C-suite or executive-level, so [with PostPilot and OuterSignal] we targeted that group first. The ROAS is insane on it, and it’s $50 higher than our typical AOV.”

Rapid Catalog Launches

By switching their catalog program to PostPilot, Mizzen+Main cut their lead time from 6 months to 6 weeks. 

That’s more than 4x faster, and the process itself was infinitely easier. 

As opposed to having to:

• Buy paper 4–6 months in advance (“and commit to quantity before you have an audience size”)
• Work with a design agency
• Work with printers
• Wait for catalogs to arrive in home
• Wait for 60 days (standard window)
• Wait for performance reporting 1–2 months later

The process became:

• Work with PostPilot and watch real-time performance.

Because PostPilot has an in-house design team and owns our own print facilities, the catalog development process is simply unlike anything else out there. It’s a single, purpose-built team and system.

These were sent to tens of thousands of past customers who were unsubscribed from email, featuring Mizzen+Main’s Fall 2025 collection—and, as catalogs do, they worked phenomenally well. 

Other Direct Mail Tactics

We covered postcards powered by PostPilot x OuterSignal and Mizzen+Main’s vastly improved catalog process, but here are some other winning moves.

Driving In-Store Sales

“We were struggling with retail traffic, so we wanted to run targeted postcard campaigns to any past buyer who lived within around 50 miles of a store and hadn’t previously purchased in-store. The campaigns worked out really great.” —Natalie

This is a tactic we’d love to see more of—because, as Natalie noted, it works. Omnichannel brands with a retail presence (owned or not) have few levers to pull to more seriously drive in-store sales.

And although this would have been a wildly time-consuming process in another platform, Natalie was able to see the results of each of these 13 store-targeting campaigns with help from their account manager.

“Jané, our account manager, has been really great—super thoughtful and thorough with strategies. We used ChatGPT to get zip codes and store addresses within a 50-mile radius, and then we passed the results to Jané, and she uploaded them all into separate campaigns.” 

Automatically Winning Back Unsubscribed Customers

One of direct mail’s many superpowers is reaching customers unengaged with or unsubscribed from email/SMS.

Whether they’ve tuned out or dropped out, they’re missing out. 

Mizzen+Mail, er, Mizzen+Main gets it.

After validating the RF (recency and frequency) segments to target with holdout testing, they’ve automated postcards to be sent to unsubscribed customers at the 150-day mark—with this design, a variant of the one featured earlier.

The result: 6 figures of additional annual revenue that simply wouldn’t exist otherwise.

And that’s just from a couple automations.

Results

“If you value your time and your sanity, switch to PostPilot.” —Natalie

(We might have to hire Natalie.)

Needless to say, Mizzen+Main has seen excellent with their direct mail program. 

Let’s break it down:

• OuterSignal campaign: 20x+ ROAS (!)
• Catalogs (targeting unsubscribed customers): 6.8–8.15x ROAS
• Geo-targeted retail retention campaigns: 12.34x+ ROAS
• Automated winbacks (unsubscribed customers): 8x+ ROAS
  
  • Validated based on winbacks that drove 6.35x incremental ROAS
• Time savings: dozens of hours per month on direct mail.

We couldn’t be happier to partner with Mizzen+Main in their rapidly growing direct mail journey, and we’re thrilled to collaborate with OuterSignal to drive extraordinary, super-targeted results with mail.

This is just the tip of the ROIceberg.

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