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Plum Deluxe Scales Handwritten 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:
The Plum Deluxe team sends its customers 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 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.
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