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HexClad Built a 7-Figure Programmatic Direct Mail Program with PostPilot
Industry:
Home & GardenIn Partnership With:
Shopify
,
Klaviyo
,
TLDR:
The story of HexClad x PostPilot is one of testing, iteration, and expansion. What started as a seasonal tactic has grown into a core marketing channel.
- Early success with direct mail in 2022 led Hexclad to scale into BFCM, driving $1.7m over BFCM 2022.
- In 2023, HexClad ran additional tests in the months leading up to BFCM and scaled direct mail further over Q4, driving $2.9m (66.3% YoY) over BFCM 2023.
- Following BFCM 2023, HexClad has expanded their evergreen campaigns, testing and launching a number of direct mail automations for a “set it and forget it” retention and acquisition solution.
Background:
HexClad started working with the PostPilot team in 2022, initially looking to test a new channel before BFCM. They were able to test into direct mail with a modest budget, allowing them to validate the channel and specific audiences that performed best.
Learnings from those tests led the team to heavily scale direct mail into BFCM ‘22, which yielded remarkable results and showed direct mail’s power of scale: they drove over $1.7M in revenue.
That was just the beginning.
In 2023 and 2024, HexClad has done much more with direct mail.
Throughout the year, Hexclad continued to run a variety of campaigns, ramping up more testing in the weeks leading into BFCM ‘23. Using that data, they could confidently launch massive BFCM campaigns, ultimately increasing YoY revenue by 66%.
After the second BFCM triumph, the team further expanded testing, implementing a number of automated, evergreen retention campaigns to trigger a personalized card based on particular behavior.
“Our strategy for direct mail is constantly evolving. We’re able to continue building on what we found has worked, but there's always something new to test.”
-Andrew Windle, Director of Retention @ HexClad
The PostPilot Solution:
Blowing Away BFCM (Again)
For BFCM ‘23, The HexClad team sent targeted postcards to their entire funnel—from never-purchasers to (seemingly) lapsed high-value customers.
On the acquisition side, the team used MailMatchTM to convert leads who had subscribed to their email list but had not purchased yet. MailMatch lets brands send direct mail campaigns to the homes of leads based on email addresses alone.
Specifically, they built a three-card MailMatch flow, much like a welcome flow—if someone converted after receiving two cards, they would not recieve a third.
Then, to boost LTV, the team sent postcards to dormant VIPs, including those unengaged with email/SMS. Although those unsubscribed VIPs weren’t reachable via owned channels, HexClad connected with them at home using first-party purchase data.
“One of the things I've really enjoyed about my time working with the PostPilot team is using your concierge design services in conjunction with our own designs. We have a strong attention to detail as a luxury brand, and it’s something that your team’s done extremely well with.”
-Andrew Windle, Director of Retention @ HexClad
From Seasonal Sends to Evergreen Automations
After seeing major success over BFCM ‘23, the HexClad team has launched seven automations that continue to drive hands-off, high-ROI results, including:
- Abandoned carts: Dynamically sending cart abandoners (who completed HexClad's Klaviyo abandoned cart flow without purchasing) a postcard.
- Winbacks: Sending campaigns to several customer cohorts based on recency and frequency. They can track the performance of each cohort directly in their dashboard.
Brands work with their account manager and data experts at PostPilot to identify the automations that should work best for them. Then, PostPilot designs (or helps design) mailers for each campaign, launches them, and makes additional recommendations based on performance.
As with all other marketing, we keep what works, nix what doesn’t, and continue to test to identify additional opportunities.
The Results:
“Direct mail is a focus for us, and it does great in ways that traditional retention channels can't. We can do the same sort of surgical targeting that we're spoiled by on the digital side.”
HexClad’s scaled seasonal sends and expanded programmatic direct mail campaigns have performed remarkably well.
Over ~4 months, direct mail generated:
- $3.2m in revenue
- 12x+ ROAS
Win-win.
What started as a marketing opportunity grew into an always-on growth channel.
HexClad has acquired new customers they weren't reaching on digital and reactivated long lapsed, unengaged customers.
- In one BFCM ‘23 campaign, they saw a 2%+ CVR among VIPs who hadn’t purchased in between 530 and 730 days.
And by maintaining direct mail as a pillar of their marketing strategy, they can continue to drive results until the next major holiday rush.
We expect that it will be even bigger than last year.
Bonus question for HexClad: How would you describe PostPilot to someone who’s never heard of us?
“Direct mail for the digital age.”
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