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MONTKUSH Drives Net-New and Repeat Revenue with PostPilot
Industry:
CBD / Hemp-Derived THCIn Partnership With:
Shopify
,
Klaviyo
,
TLDR:
- Background & Challenges: MONTKUSH had already proven direct mail worked for them, but their previous provider could only fire one-off sends, disconnected from their Klaviyo program.
- Solution: MONTKUSH is using PostPilot’s Growth Services and is now able to leverage direct mail as a fully automated channel, thanks to native integrations with Klaviyo and Shopify. The team has a number of evergreen triggered campaigns live, such as a welcome flow extension and various Recency-Frequency-powered retention campaigns.
- Results: VIP customer winbacks running above 10x ROAS, automated one-time buyer campaigns above 8x, and the welcome flow extension at 2.37x.
Background & Challenges
MONTKUSH grows its own hemp on a certified organic farm in Vermont and owns the process all the way to its final products, which include CBD oils, gummies, softgels, and more. Farm-to-table, meet farm-to-supplements.
The team heavily leverages Klaviyo for email, but as COO Josh Fuller explains, “there will always be customers who stop opening or engaging with emails.”
That certainly sounds like a job for direct mail—and so it was. MONTKUSH was already convinced of what direct mail can do after testing another provider, but they needed a much more robust platform that could also replicate everything from their email program.
“What sold us was PostPilot’s ability to go beyond broad, one-time sends. The opportunity to create automated campaigns for specific customer segments and coordinate direct mail with our email marketing strategy made it feel like a much more sophisticated channel. Additionally, we loved the dashboard, integrations, and account management.” —Josh Fuller, COO @ MONTKUSH
Solution: Direct Mail That Behaves Like Email
With PostPilot’s Growth Services, MONTKUSH has a powerful, automated direct mail program that drives net-new and repeat revenue, and it is grown by PostPilot’s world-class customer support and design.
Fully Automated Campaigns
Running automated owned marketing performs better across the board. Klaviyo has proven it in their own proprietary data reports on SMS/email (and we’ve done the same with direct mail). When you’re able to send mail based on behavioral triggers, you’re meeting customers where they are.
"PostPilot gave us the ability to treat direct mail more like an automated digital marketing channel, sending the right postcard to an individual customer at the right time rather than mailing the same message to thousands of people at once." —Josh
That lets the team stop thinking in individual sends and start thinking in lifecycle stages: when a customer joins their Klaviyo list, their order count, their days since last purchase, whether they have ever repurchased, among other triggers.
A Klaviyo Integration That Extends Past the Inbox
PostPilot has the deepest Klaviyo integration in the industry and (among other things, such as building Klaviyo segments in the PostPilot app and seeing PostPilot events in Klaviyo customer profiles) enables brands to replicate all their Klaviyo strategies with direct mail.
The way it should be.
As a result, MONTKUSH’s segments are now mail triggers, and their winning Klaviyo strategies extend to the mailbox. Welcome flows end with physical offers being placed (literally) into customers’—or potential customers’—hands, as do all lifecycle reactivation campaigns.
Now, whether someone misses emails or they are simply more likely to convert via a non-digital channel, MONTKUSH is maximizing the chances of conversion.
Access to World-Class Customer Service and Design
"Our experience with the PostPilot team has been excellent. The customer support has been responsive and helpful, especially when we have brought them ideas for more unique or specialized campaigns.” —Josh
With Growth Services, MONTKUSH has been able to launch core automations to drive net-new and repeat revenue:
- Automated welcome flow postcard
- Automated winbacks to drive second purchases
- Automated VIP winbacks to drive even more revenue
Additionally, MONTKUSH gets a free design per month, created by PostPilot’s world-class design team, to help launch additional campaigns (e.g., one-off specials) or to refresh creative assets on the core automations.
Tactics of the Trade
Retargeting (Net-New Revenue)
Extending the Klaviyo Welcome Flow with MailMatch™
To get more out of their Klaviyo welcome series, and out of the prospecting budget that built the list, MONTKUSH added an automated postcard at the end of the flow. It goes only to subscribers who completed the series without converting.
And it’s powered by MailMatch™, which enables brands to send direct mail to customers with only an email address.
When customers are showing significant intent (like by subscribing to a list), shooting them a postcard after several digital messages is a reliable way to get them off the fence and finally convert.
Retention (Repeat Revenue)
MONTKUSH has automated postcards to a number of segments, but here are a couple of key RF-powered automations driving fantastic results.
Automated One-Time Buyer Winbacks
To drive the all-important second purchases, MONTKUSH targets multiple segments of one-time buyers at different last order dates—functionality powered by our native Shopify integration, which enables brands to target customers based on transactional data.
For instance, if a one-time buyer hasn’t repurchased at the 90-day mark, they’ll receive a postcard reminding them of their purchase. If they don’t repurchase, they won’t receive another winback postcard until the 180-day mark, at which point they’ll receive a last touchpoint to prevent them from lapsing.
VIP Customer Winbacks
MONTKUSH's best customers are the ones who've ordered several times and then gone quiet, and they're the segment the brand is fighting the hardest to retain.
As is often the case with VIP campaigns, this “has been one of [MONTKUSH’s] strongest performing campaigns,” driving eye-popping results by reminding the brand’s most loyal customers to come back and buy even more.
Results
"Retention will continue to be an important part of our direct mail strategy, but we also see an opportunity to use the channel earlier in the customer journey. Going forward, we would like to expand and test more prospecting and retargeting campaigns designed to acquire new customers." —Josh
Overall, MONTKUSH is seeing strong results across the board, driving net new and repeat revenue.
Let's break down these automated campaigns:
- MailMatch™ welcome flow extension: 2.37x ROAS
- One-Time Buyer Winback: 8x+ ROAS
- One-Time Buyer Lapse Prevention: 6.25x ROAS
- VIP Customer Winback: 10x+ ROAS
MONTKUSH’s lapse prevention campaign is the sleeper hit here. By adding a final touchpoint to bring one-time customers back, the team is bringing in second purchases and avoiding a full lapse, at which point they would be reliant on Meta retargeting ads.
We love to see it.
And we can’t wait to continue to support MONTKUSH’s growth and bring more Vermont-grown, 100% organic CBD supplements to those who need them. We’re honored to be along for the ride.
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