Plum Deluxe Automates Birthday Wishes with PostPilot

Plum Deluxe emerged from a popular blog centered around mindfulness and a self-care lifestyle. The blog remains strong, and what started as a brand with 5 teas and 40 Tea Club members blossomed into 200 blends loved by tens of thousands of customers. 

The Pre-PostPilot Challenge:

Plum Deluxe’s 10k-strong Facebook community is close-knit and developed a tradition of sending birthday cards to one another. To continue that tradition, the team looked for a way to send well-designed, personalized birthday cards to all Tea Club members and everyone in its Facebook community. 

The PostPilot Solution

Plum Deluxe partnered with PostPilot to do just that, bringing personalized cards to scale. Truly personalized cards, in fact:

Personalized handwritten card (back) sent to a customer; name and code redacted.

The Plum Deluxe team sends its customers automated handwritten birthday cards, even if they’ve never collected some customers’ birthday data; PostPilot can identify up to 90% of customers’ birthdays and send cards out at exactly the right time. 

Although it looks like CEO Andy Hayes is wishing each customer a happy birthday (with a 15% off discount code), it’s a completely hands-off approach for Andy and the rest of the team.

When we saw that PostPilot had the handwritten birthday card feature, we thought: “This is so perfect for us.” This is our ethos, but we can't handwrite that many birthday cards. Our hands would fall off!

–Ciaran J. Keast, Director of Marketing Communications, Plum Deluxe

The Results:

Our birthday campaign has done super well, which is one of the reasons we wanted to expand it. We've also done winback flows through PostPilot, which have performed well.

–Ciaran J. Keast, Director of Marketing Communications, Plum Deluxe

With this automated campaign around their customers’ birthdays, the Plum Deluxe team can continue to build closer relationships with their most important community members. 

And the results are remarkable:

In Q4, Plum Deluxe’s handwritten birthday cards yielded an average ROAS of 9.6x, and an average CVR of 28.5%—numbers that are consistent with recent studies that show handwritten notes lead to better customer performance.

In times of digital messaging overload and brands competing for attention in inboxes, creating personal connections and unforgettable customer experiences shouldn’t be an obstacle. It should all be as simple as any ESP or SMS offering, and with PostPilot, Plum Deluxe will continue to authentically connect with their customers for years to come. 

Next Case Study

Gozney Retargets & Converts Anonymous Website Visitors with Direct Mail

The outdoor pizza oven brand drove $100k+ in revenue and a 10X+ ROAS acquiring new customers with SiteMatch.

Bones Coffee Sees “Explosive” Results with Postcards

With their first two mailers, the company drove nearly $100k in sales and brought thousands of customers back into the fold.

How Direct Mail Became an Essential Marketing Channel for Dr. Squatch

The rocketship CPG brand chose PostPilot for its concierge service and superior analytics.

Pourri Smashed Its Black Friday Goals with PostPilot

Direct mail gave the home fragrances brand a 10% incremental revenue boost, outperforming every other channel.

WINPRO Pet Uses Direct Mail to Reach *All* Its Customers

The pet supplements brand knows that direct mail connects when email can’t.

Cardalogs: A New Acquisition Channel for Misook

The women’s fashion brand tried prospecting with a faster, more flexible alternative to catalogs. It got a 3.4x ROAS.

How HexClad Uses PostPilot to Convert Email Subscribers

The cookware brand’s direct mail campaign helped rack up $800k in sales from new customers.

Wine by Lamborghini Wins at Retention with PostPilot

Holiday campaigns and automated flows keep luxury customers coming back—generating more than 10x ROAS. 

Caden Lane Leans Into PostPilot for Cold Prospecting

Direct mail scored the stylish and fast-growing baby brand a 3.8x ROAS on a first-touchpoint campaign.

Rock City Lab Reactivates Subscribers with Postcards

The ecommerce marketing agency uses direct mail to bring lapsed subscribers back — at 7X the rate of organic reactivation.

Laird Superfood Supercharges Retention With Postcards

Laird Hamilton’s plant-based food brand reengaged thousands of lapsed VIPs and saw 12x ROAS on a single campaign.

Obvi Drives Profits with Automated Postcard Campaigns

The rocketship supplements brand wanted to offset high ad costs and reach dormant customers. They scored 1000%+ ROIs.

Ezra Firestone's BOOM! Achieved a 2600% ROI with Postcards

Ecom legend Ezra Firestone knows how to retain customers. Get his direct mail playbook to drive retention and profits.

Dr. Brandt Uses Postcards to Reach Lapsed Customers

The popular skincare brand relies on PostPilot to mitigate the high cost of online ads and email deliverability issues.

Grande Cosmetics Keeps VIPs Coming Back with Direct Mail

The cult beauty brand generated more than $276,000 from a single postcard campaign. Now, it’s going deeper.

Beardbrand Wins Back “Unreachable” Customers with Easy, Effective Postcards

The OG mens grooming brand needed a way to reach and reactivate top customers who didn't engage with email. They got buyers back and achieved a 10X return.

Promix Nutrition Uses Postcards to Get Into Customers’ Homes

Promix founder Albert Matheny was looking for more than ROI. He wanted to connect offline for stronger recognition, affinity, and credibility.

Orbit Baby Uses Postcards to Acquire High-AOV Customers

With MailMatch™, the DTC stroller brand could send direct mail based just on the emails of high-intent shoppers.

CYSM Hyper-Personalizes 100+ Direct Mail Campaigns

The shapewear brand uses direct mail for holidays, retention, VIP rewards, and more to Drive >10X ROAS.

Bulletproof Re-Engages Customers with Direct Mail + Email

Bulletproof solved the one-time-buyer problem by converting massive second-purchases and new subscribers.

Urbani Truffles Wins Back High-Value Customers with Postcards

Urbani used postcards to win back valuable customers they couldn’t reach online, and how they’re now integrating direct mail across their marketing strategy.

Oh!mino Uses Postcards to Get 60% of Customers Coming Back

CEO & founder Michael Maynard used automated direct mail to help lift reorder rates from 24% to 63%.

Privy CEO Ben Jabbawy on Driving 6% of Revenue with Postcards

Ben speaks with Jeremy Roberts, CMO of apparel brand Tradlands, on making direct mail a leading overall revenue channel.

Postcards Outperformed Email 18.5 to 1 for Morris 4X4

Studies show customers receiving direct mail marketing are more likely to spend more over time (higher LTV). Morris 4x4 put this theory to the test and the results were remarkable.

ATH Organics is Crushing ROI with Postcards

The supplements brand tests creative, offers, and personalization to optimize its direct mail campaigns.

Drag &
Scroll

Ready to increase your revenue?

Join thousands of ecommerce brands using PostPilot to acquire more customers & keep them coming back again (and again).

Try it risk-free
5.0 Shopify Rating

No contracts. No minimums.