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Travelpro Bags Huge BFCM Wins with PostPilot
Industry:
Lifestyle/TravelIn Partnership With:
Shopify
,
Klaviyo
,
BMO Media
,
Case Study TLDR:
- Challenge: Travelpro wanted to maximize BFCM reach and revenue without overloading an already-saturated inbox
- Solution: BMO Media, Travelpro’s retention partner, implemented direct mail, powered by PostPilot. BMO added direct mail to the end of Travelpro’s welcome + abandoned checkout Klaviyo flows and sent postcards to “unreachable” customers who were unsubscribed from email.
- Results: Travelpro drove net-new and repeat revenue across BFCM at strong ROAS. Direct mail is now becoming a fixture in their owned marketing stack.
Background/Challenges
Travelpro creates gorgeous, “industry-defining” luggage that’s won multiple awards and rightfully been featured by the New York Times and Forbes.
To power more magnificent travel and amp up BFCM season, though, Travelpro’s growth partner BMO Media suggested adding direct mail to “reach beyond the inbox, especially since digital ad environments are more saturated.”
“PostPilot was the obvious choice to power direct mail in Travelpro’s owned marketing program. For BFCM, the primary objective was to maximize reach and revenue during a highly competitive period while managing fatigue across owned channels. We leaned into strong promotional moments but were intentional about layering channels to avoid over-reliance on email alone.” —Stephanie Contreras, Sr. Lifecycle & Partnerships Manager @ BMO Media
BFCM Direct Mail Tactics
Pushing Prospecting Dollars Further (with Postcards)
“Combining Klaviyo and PostPilot allowed us to extend our lifecycle strategy beyond digital. Klaviyo handles the audience logic and timing, while PostPilot activates those insights through direct mail, making it a natural extension of our other owned channels.” —Stephanie Contreras, BMO Media
Over BFCM season, Travelpro (like virtually all other brands) was pushing hard on Meta to drive first purchases. The natural result of the prospecting moves:
There were tons of new first purchases, but…
There were also tons of email signups and abandoned checkouts.
Or as we call it, opportunity. Especially given Travelpro’s audience’s behavior.
As Stephanie explains: “Travelpro’s audience often skews toward higher-consideration purchases, making a physical reminder especially effective in nudging consideration and recall.”
With that in mind, BMO added postcards to the end of Travelpro’s holiday Klaviyo flows. Specifically, at the end of their welcome and abandoned checkout flows.
The result: a physical touchpoint that was virtually guaranteed to be seen by BFCM prospects.
Oh, and a lot of revenue.
Driving Repeat Revenue (+ Fighting Churn)
Reaching subscribed and engaged customers can be challenging enough over BFCM season.
But what about those thousands of past buyers who may have unsubscribed or been suppressed from email?
Answer: win them back with direct mail.
(Betcha didn’t see that coming.)
BMO dialed it up to 11, though, and targeted multiple customer segments, including those who had last purchased between 1 and 2 years prior.
Direct mail was the only guaranteed way that they could target their unsubscribed customers outside of retargeting ads, and it upended the idea of a potentially “churned customer.” Had those segments not been sent mail, they may have remained uncontactable and dormant. However, some personalized postcards had a (ridiculously high-ROAS) thing or two to say about it.
Results
“We see direct mail as a strategic complement to our lifecycle marketing, not a one-off or seasonal tactic. Beyond peak moments like BFCM, we’re interested in using direct mail more intentionally across the customer journey, particularly for high-value segments, reactivation moments, and major brand initiatives.” —Stephanie
We love to hear it, and we are here for it, especially given how wildly successful Travelpro’s campaigns were.
Check it out.
Retargeting Results
- Welcome cards: 13.79x ROAS
- Checkout abandonment postcards (non-buyers): 15x+ ROAS
Retention Results
- Targeting unsubscribed customers: from 12x–20x, depending on the segment (3 segments, including the “churned’ segment who last purchased 1–2 years ago, were above 20x!)
In short, nuts.
To expand on that, completely nuts.
By layering direct mail into Travelpro’s BFCM strategy, BMO drove substantial revenue across the funnel, without adding pressure to the email inbox. Now, direct mail is a precision channel in Travelpro’s owned marketing stack.
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