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Peak Saunas Turns Up the Heat with Direct Mail
Industry:
Home & GardenIn Partnership With:
Shopify
,
Klaviyo
,
Email Engineers
,
Background + Challenges
Peak Saunas builds stunning, medical-grade infrared saunas that feel “less like equipment and more like an experience.”
As a high-AOV business ($5000+) however, the team faces particularly high CACs, and as Matias Perelli (founder of Peak Saunas’ owned marketing agency Email Engineers), explains, “tough competition on Google Shopping with a lot of other retailers.”
To address those challenges, Matias began leveraging PostPilot so that Peak Saunas could physically reach potential buyers who have only seen digital ads. “If we hit customers through direct mail—it’s much less competitive—we increase the likelihood of winning the sale,” he says.
Now, Matias has expanded Peak Saunas’ program and is taking a powerful three-pronged approach, which drives both net-new and retention revenue:
- Retargeting anonymous site visitors
- Retargeting email/SMS subscribers
- Driving additional revenue through upselling and referrals
Let’s talk about that.
“We didn’t seriously consider any other direct mail providers. We just went for the best.” —Matias Perelli
Tactics + Solutions
Retargeting Anonymous Website Visitors
The consideration period for high-ticket items is naturally longer, and with more consideration comes a higher acquisition cost.
But what if you could make a serious impression on shoppers earlier in their consideration periods?
That’s where our retargeting feature SiteMatchTM has come in for Peak Saunas—they’re able to send direct mail to anonymous site visitors who haven’t even signed up for email/SMS yet.
Brands add the SiteMatch pixel to their site via Google Tag Manager or their site’s backend. SiteMatch can identify and match 20-40% of anonymous site traffic to a physical address.
Existing customers and visitors who don’t demonstrate valid intent signals are filtered out automatically, boosting acquisitions and performance.
Matias gets it.
With SiteMatch, Peak Saunas is able to directly fight higher CACs, and ensure that these “window shoppers” can’t miss their message.
It’s hard to beat (literally) putting an offer into a potential buyer’s hands—and unlike a fleeting digital ad, direct mail hangs around.
Retargeting Email Subscribers + Cart Abandoners
“With PostPilot’s native Klaviyo integration, we can create one, cohesive customer journey. And we’re not wasting spend. We’re sending postcards to exactly those who need the touchpoint.” —Matias
Once potential buyers sign up for Peak Sauna’s email list, Matias is able to let loose the incredible Klaviyo program he built, and he’s layered in direct mail to complement that Klaviyo strategy in two major, highly effective ways—both of which drive net-new purchases.
First, he’s automated a mid-welcome-flow postcard.
If a prospective buyer doesn’t buy 3 days post-email-signup, we automatically fire off a postcard as another touchpoint—these will arrive a few days later (approximately 1 week post-signup).
Second, he’s automated an end-of-abandoned-cart-flow postcard.
In this case, if a prospective buyer doesn’t purchase 8 days after abandoning their cart, we fire off the postcard below to arrive closer to the 14-day post-abandon mark.
Both of these tactics are made possible by our other major retargeting feature, MailMatchTM, which enables brands to send direct mail to prospects’ homes with an email address alone.
The major retargeting takeaway: SiteMatch and MailMatch are complementary. SiteMatch nudges indecisive customers who have been pushed onsite via prospecting spend, and MailMatch nudges customers who didn’t bite through email/SMS offers.
In both respects, Matias is able to push Peak Saunas’ prospecting dollars further.
Driving Retention Revenue
While the vast majority of Peak Saunas’ revenue comes from one-time buyers—this is to be expected as a brand selling super-premium products—there is extra revenue opportunity…
And direct mail can help there, too. Here are a couple winning tactics.
Refer a Friend
It’s a classic for a reason. It works, and it opens up new audiences.
60 days post-purchase, Matias has sent postcards offering buyers the ability to gift a friend a $300 discount on their first purchase.
In this case, Matias leveraged our automated handwritten cards to send messages from Peak Sauna’s founder, Austin Laudenslager—at scale. Our cutting-edge handwriting robots use real pens to mimic human writing (and their hands never get tired!).
Offering Extended Warranties
20 days post-purchase, Matias has sent postcards offering customers additional peace of mind—ensuring that they have the opportunity to grab a 5-year extended warranty at a special discount.
Results
“PostPilot’s results are giving Peak Saunas the confidence to spend more on ads because we have all of these strategies running on the backend, selling on autopilot.”
To Matias’ point here—the confidence to spend more on acquisition is huge.
That’s the type of super soldier serum that direct mail adds to any marketing program.
When you can reliably get more out of each prospecting dollar, you can spend more prospecting dollars and grow faster.
All this is to say…
Peak Saunas’ results with direct mail are off-the-charts.
Granted, their returns are particularly strong because of high AOVs, but the end result is the same: direct mail is a stone cold killer channel for the team, and Matias has done a great job integrating mail into their successful ads and owned marketing programs.
- Retargeting: SiteMatch has driven an 18.08x ROAS, and all MailMatch campaigns have driven a 25x+ ROAS.
- Retention: “Refer a Friend” drove a 8.93x ROAS, and the Extended Waranty campaign drove a 20x+ ROAS.
These results don’t lie.
Full steam ahead.
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