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Rapid Radios Completely Automates Full-Funnel Direct Mail with PostPilot
Industry:
ElectronicsIn Partnership With:
Shopify
,
Klaviyo
,
TLDR
- Background & Challenges: Rapid Radios came to PostPilot looking to save more abandoned carts and launch a new channel for net-new customer acquisition.
- Tactics: They’re now running a full-funnel program. Automated AcquisitionAI prospecting, automated abandoned cart recovery with MailMatch™, automated VIP winbacks, and holiday winbacks.
- Results: Strong holdout-tested results at every stage: 2.49x iROAS on automated prospecting, 10x+ iROAS on abandoned cart recovery, and 11x+ blended iROAS on retention.
Background
Rapid Radios, the ultra-popular LTE walkie-talkie and two-way radio maker, has successfully grown by heavily leveraging digital channels.
But sometimes, change is good (and needed) to keep growing.
Rapid Radios’ Director of Marketing & E-commerce, Jessie Adamczyk, was looking for “a physical ‘pattern interrupt” to drive new customer acquisition and convert more carts.
And she looked to test whether direct mail could help on both accounts.
After evaluating a number of direct mail platforms, she turned to PostPilot.
“Our evaluation process was gated by integration capabilities. Our marketing operations run on Shopify for ecommerce and Klaviyo for lifecycle email automation. PostPilot’s native ability to read our data, respect our digital suppression lists, and trigger mailers dynamically made it the definitive choice.” —Jessie
What started out as a test, though, has turned into a major, automated full-funnel channel driving significant revenue for Rapid Radios.
Here’s what the team’s running.
Tactics of the Trade
Automated Prospecting with AcquisitionAI
“We maintain strict efficiency guardrails and ROAS floors across our digital channels. So, when we tested PostPilot's AcquisitionAI capabilities for cold outreach (and the results hit it out of the park) it prompted us to make direct mail a continuous part of our overarching growth strategy. We’re now actively scaling that spend.” —Jessie
All right, everyone, that’s the case study. Wait, what? We have to write more? Okay, fine.
AcquisitionAI is a proprietary, AI-powered lookalike engine built and refined over two years by PostPilot’s data science and engineering teams. It enables both one-off and automated prospecting.
Set a budget, choose a cadence (daily, weekly, monthly) to fire off mailers to prospects, and watch incremental results in real time via in-app holdout testing.
And now, that’s exactly what Rapid Radios is doing.
After a one-off AcquisitionAI blast earlier in the year brought in customers “at a highly efficient CPA,” they’re firing off the card above to prospects on a daily basis.
In short, like Meta for mail.
Goal 1 of 2 for direct mail, check.
Retargeting (More Net-New Revenue)
Automated Abandoned Cart Recovery with MailMatch™
Someone adds an item to their cart and gets pulled away (maybe their cat throws up, maybe they get a phone call, maybe they forget to switch back to the tab in question).
I’s a natural part of commerce life.
But when someone misses a few emails reminding them of their cart, you’re left to retarget them with Meta. Unless you’re using direct mail.
With MailMatch™, Rapid Radios can send mail to cart abandoners and add another touchpoint to their Klaviyo flow.
Because PostPilot reads Rapid Radios' Shopify and Klaviyo data natively, the automation fires on the cart event and honors the same suppression lists as their email program.
It just runs. That’s goal 2 of 2.
"Our automated cart abandonment mailers capture high-intent shoppers who slip through our digital nets, generating highly efficient, double-digit incremental ROAS against our strict holdout groups." —Jessie
Retention (Repeat Revenue)
But why not exceed your goals?
On the repeat-revenue side, Rapid Radios is running automated winbacks to past customers. After testing and iterating with their account manager, Jané, the team found their winback “sweet spot” lands in the 90 to 180 day window after purchase.
“The PostPilot team, specifically [our account manager] Jané Riley, has been highly strategic. She consistently provides performance reviews and identifies untapped scalability gaps.”
And, naturally, the team has layered seasonal winback campaigns on top of the automations, given that direct mail performs even better leading into Black Friday.
When inboxes look like gladiatorial arenas in November, direct mail is a surefire way to get seen.
And get messages into your customers' hands.
Literally.
Results
"By establishing holdout groups, we proved that physical mail serves as a highly effective trigger for customers who have tuned out digital engagement." —Jessie
Rapid Radios has some truly stellar performance across the board.
- Automated AcquisitionAI prospecting: 2.49x iROAS
- Automated abandoned cart recovery with MailMatch™: 10x+ iROAS
- Retention (automated VIP winbacks + holiday winbacks): 11x+ blended iROAS
These ROAS figures above are incremental, which means the team has run holdout testing on every campaign, across the funnel. When’s the last time you talked to someone in the industry about how incremental their Meta or TikTok campaigns are?
Jessie gets it, and she’s looking to get even more out of direct mail.
“Our active flows for abandoned carts and repeat orders are fully pruned and profitable, so our immediate focus is scaling our successful AcquisitionAI cold prospecting audiences. Looking further ahead, we are interested in exploring direct mail to help mitigate renewal churn, integrating physical touchpoints into our annual network pass renewal and auto-pay sequences.”
We’re honored to support Rapid Radio’s growth and continued success.
Over and out.
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