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Taylor Stitch Automates Retention and Revenue with PostPilot
TLDR:
Taylor Stitch launched with PostPilot in 2022, tested one-off campaigns, and since 2023, has kept retention campaigns “switched on” to bring in revenue throughout the year.
- Taylor Stitch came to PostPilot to test direct mail without the expense of traditional catalogs.
- The team sends one-off holiday mail campaigns every year and uses programmatic retention to send mail to evergreen dynamic customer segments.
- The team has seen most direct mail campaigns hit a 10x+ ROI.
Background:
Before onboarding with PostPilot, Taylor Stitch largely relied on paid media (e.g., Meta) and email for marketing. However, their team looked to get started with direct mail without the need for a “massive budget” and long lead times that go hand-in-hand with traditional vendors.
“PostPilot has given us another customer touchpoint outside of digital marketing. The team was great at identifying opportunities for early wins, and over the last couple years, they’ve continued to be great partners for us, always quick to hop in and support us at every step of the way.”
-Luke McAlpine, VP of Brand, Taylor Stitch
The PostPilot Solution:
“We use direct mail through PostPilot primarily for lifecycle retention to reengage folks who have shopped with us in the past, driving order frequency and, ultimately, LTV.”
-Luke McAlpine
The Taylor Stitch team uses direct mail to cut through holiday inbox hell and to reliably plug their retention funnel.
A BFCM Trick Up Their Sleeves
Last BFCM, the team leveraged postcards to reach customers who weren’t seeing their emails.
The retention tactic: Taylor Stitch sent this postcard both to email subscribers who received BFCM emails “0 times” and to a segment with multiple bounces. In other words, it was a major driver of the revenue among these customers.
Although email is and will always remain fundamental to the holiday marketing arsenal, direct mail can reach the spots where email’s light doesn’t shine: unengaged customers and those who’ve unsubscribed from lists—often, this is 70% of a brand’s customer base.
Automatically plugging the funnel
To strengthen their retention program further, Taylor Stitch leverages programmatic direct mail.
In other words, they set certain parameters, and PostPilot instantly fires off a postcard to every customer who meets those parameters in real-time.
Hands-off, automated revenue.
Specifically, they’re automating winback campaigns:
One postcard, two automations: Taylor Stitch sends the above postcard to customers who have made two purchases but who haven’t purchased in 90 days (automation 1) and 180 days (automation 2). The best part? No discount on this postcard.
More on that:
“We’ve been testing different offers against non-discount messaging within various segments based on recency and frequency. Throwing discounts at folks helps drive incrementality, but in a number of cases, the non-discounted message has actually resulted in a higher incremental lift at a higher margin. That’s a huge win.”
The Results:
The results speak for themselves, but we’re happy to let Luke add some color:
“We do a fair amount of testing, so it’s natural that we don’t see amazing results with every idea but we’re often seeing high ROAS with incremental lifts between 30-50% among the campaigns that win out.”
Overall, direct mail campaigns have averaged a 10x+ ROI.
And on the hands-off revenue side, winback automations have seen an even-higher ROI: 15x+ ROI per campaign.
Direct mail works. And automated direct mail works for you. (Regular direct mail works for you, too.)
We’re thrilled it’s been a “key tool” in Taylor Stitch’s belt, to reactivate lapsed buyers outside of email and paid media channels.
Even better: expansion of the program is coming.
The team’s looking to shift their historical catalog budget to PostPilot’s catalog offering. We’ll keep you posted.
Next Case Study.
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