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A Top Apparel Brand Used PostPilot to Beat a Traditional Catalog Agency (With ¼ the Volume)
Industry:
ApparelIn Partnership With:
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Background/Challenge
A major apparel brand's existing catalog agency brought deep print experience and access to one of the largest consumer data providers in the industry.
However, their team faced significant challenges with that catalog partner.
- Performance had significantly eroded over time. The brand simply needed better results on prospecting.
- The agency’s process was quite slow. Campaigns took months (yes, months) to plan.
- There was zero real-time visibility into performance. Instead, data arrived in static spreadsheets—weeks later, in fact, which extended each campaign timeline further.
To address all of these challenges, the brand ran a head-to-head prospecting test.
Their goals were twofold:
- Compare the performance of PostPilot’s lookalike builder AcquisitionAI vs. the catalog agency’s prospecting system with a data partner
- Compare the experience of working with PostPilot vs. the agency
The Head-to-Head Test
To evaluate PostPilot’s AcquisitionAI vs. the agency’s system, the brand ran a test using the same trifolds:
Everything about the mailers were the same.
The audience, however, was quite different. One was a smaller, hyper-targeted lookalike audience built by AcquisitionAI, and one was a larger audience built by the third-party data provider. A smaller audience definitely doesn’t mean less valuable, though…
The launch process itself was quite different, too.
In that one was much, much, much faster and easier.
The entire PostPilot process took less than a week.
This included: trifold design and approval, AcquisitionAI’s audience building (which took a few hours), printing, and mailing.
The agency’s process took nearly 3 months.
This included weeks for data pulling and work with the third-party data provider, list approvals, trifold design and approvals, printing, and mailing.
The Results
The brand’s prospecting results with PostPilot weren’t just good or great. They were phenomenal.
PostPilot wildly outperformed the agency on every per-mailer metric:
- 5.9x higher conversion rate (0.555% vs 0.094%)
- 3.6x higher revenue per mailer
- More total converters despite mailing 4x fewer pieces (194 vs 135)
- More total orders (246 vs 215)
In other words:
- The PostPilot campaign lead time was ~10x faster, and it delivered 5.9x better targeting and 3.6x better revenue per piece.
- While the brand could watch prospecting results in real time in the PostPilot platform, they had to wait weeks for the agency to send over a spreadsheet of results.
This was possible because:
- AcquisitionAI is purpose-built and continuously improved by data scientists. It’s trained on far more (and far fresher) data and intent signals, including those most likely to respond to mail—we’re not relying on generic consumer data.
- PostPilot is a vertically integrated company. Our team handles 100% of account management, design, software, printing, and mailing.
The long and the short of it: following these results, the brand has moved its direct mail program to PostPilot.
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