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Mugsy Drives Net-New and Repeat Incremental Revenue with PostPilot
Background
Mugsy is a ridiculously great brand: they make “ridiculously comfortable” (and ridiculously popular) jeans with over 30,000 5-star reviews.
To add to the glorious ridiculousness, Mugsy’s agency, the retention-redefining New Standard Co., suggested that the team re-ignite a ridiculously high-ROI channel to the mix: direct mail.
“Direct mail is such an underrated channel to re-engage with people who have opted out of emails or have passed through your winback windows.” —Eric Rausch, Co-Founder @ New Standard Co.
Mugsy, a PostPilot customer since 2023, has run dozens of tests and optimized Mugsy’s direct mail program—as Eric explains, “Like you’d do in any other channel, direct mail can be optimized through strategic testing. Measure impact with dynamic codes and double down on the messaging structure that works best.”
Now, they’re retargeting non-buyers to drive first purchases and bringing past customers back for more—all at strong incremental ROIs.
Check it out.
Direct Mail Tactics
“Here’s how to optimize PostPilot:
- Leverage dynamic segments in Klaviyo to funnel into direct mail sends.
- Focus on reaching previous buyers that you can’t or don’t email anymore.
- Use dynamic codes to see which customer segments re-engage and they can’t be mass leaked.
- Understand your audience and the historical reasons you’ve won customers back to optimize messaging.” —Eric
Automatically Driving More First Purchases with Postcards
The only thing better than regular revenue is automated revenue.
Especially when that’s net-new revenue from converting abandoned carts.
And that’s exactly the kind of revenue Mugsy is driving with direct mail.
(At least, that’s one of the ways.)
They’re sending automated postcards (design below) to people who’ve never purchased before and abandoned their carts 3 days prior—the postcards are timed to arrive at the end of their Klaviyo abandoned cart flow for a highly successful one-two punch, combining digital and physical touchpoints.
And while Mugsy doesn’t have these cart abandoners’ addresses, that’s okay.
They’re using our proprietary feature MailMatchTM, which can match over 70% of email addresses to physical addresses.
These postcards provide an extra little nudge when people are that close to buying.
And they work.
Strengthening Retention + Driving Repurchases
Mugsy is leveraging a ton of retention tactics to drive repeat purchases and serious LTV with direct mail.
Here are 5.
Tactic #1: Automated Winbacks Sent to Unengaged Customers (+ Driving Second Purchases!)
The Tactical TLDR: Dynamically firing off postcards to customers who purchased once 120 days ago, who are currently unengaged with email. While the customers are not seeing email offers, they’re seeing (and converting from) direct mail.
The Postcard:
Tactic #2: Automated Winbacks to Drive Fourth Purchases (and Beyond)
The Tactical TLDR: Automatically sending postcards to customers who have purchased more than 3 times.
PostPilot Team Note: Check out the smart design on this postcard. They’re showing off multiple fabrics in a non-intrustive way.
The Postcard:
Tactic #3: BFCM Winbacks
The Tactical TLDR: One-off sends targeting a number of segments who purchased at least once in the previous year, driving second purchases among one-time buyers and even more purchases among multibuyers.
The Postcard:
Tactic #4: Post-BFCM Winbacks (Targeting Customers Who Didn’t Purchase over BFCM)
The Tactical TLDR: One-off sends to multibuyers who didn’t convert over Mugsy’s most recent BFCM sale (customers who purchased 90–545 days ago).
The Postcard:
Tactic #5: Birthday Postcards!
The Tactical TLDR: Sending postcards to customers in their birthday month for some good ol’ fashioned surprise and delight.
The Postcard:
Results
“Our team loves how responsive and helpful the PostPilot team is. When you have a question about execution, they’re all over it. The results we’ve seen match their intensity for customer service.” –Eric
Scorecard:
- Automated Abandoned Cart Saving: 16.26x incremental ROAS (iROAS)
- Automated Winbacks (targeting unengaged/unsubscribed): 1.24x–3.91x iROAS, depending on segment
- Automated Winbacks (targeting multibuyers): 3.58x iROAS
- BFCM Winbacks: 3x–5x+ ROAS, depending on segment
- No-BFCM Purchase Winbacks: 2.3x–5x iROAS, depending on segment
- Birthday Cards: 5x+ ROAS
No big conclusion needed here.
New Standard Co. is guiding Mugsy’s direct mail program beautifully.
The tactics here are year-round, highly incremental movies that cut through digital noise and put Mugsy’s offers directly into their customers’—and potential customers’—hands.
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