If getting loyal customers to spend more feels like an uphill battle, you’re not alone. Leadership wants answers—”How do we get our most loyal customers to buy more?”—but the usual tactics fall flat. Producing another generic email blast or promoting a discount code that disappears into the void is not going to cut it. You need a strategy that actually moves the needle.
Smarter targeting makes all the difference. CRM Optimization from Postie pinpoints high-value customers and connects with them at exactly the right time. No wasted spend, no guessing games—just data-backed precision that drives real results. Using CRM Optimization for your direct mail campaigns does more than reach customers—it builds relationships that increase Average Order Values (AOV) and strengthens loyalty.
In this post, we’ll explore how CRM Optimization wih real-world success stories, and show how you can grow your loyal customer base effectively.
Why Direct Mail Keeps Loyal Customers Coming Back
Direct mail remains a go-to channel for brands looking to keep loyal customers engaged. A recent Postie survey found that more than half of surveyed companies (55.2%) plan to increase their direct mail spend this year. They recognize that direct mail delivers something digital channels can’t: a tangible, personal experience that sticks. Instead of losing it in an inbox or scrolling past it in a feed, customers open, hold, and remember a well-crafted mail piece.
For instance, digital-native apparel brand MeUndies needed a solution to win back lapsed customers who had stopped responding to email and digital ads. Rather than rely on more of the same, they turned to precise audience selection and strategic messaging to re-engage lapsed customers. Their campaign was a resounding success, revitalizing customer interest and delivering an impressive 1,195% return on ad spend (ROAS).
Unlike digital messages that are easy to ignore, a well-timed, data-driven mail piece stands out—cutting through the clutter in a way emails and ads simply can’t. It’s a tangible reminder that brings customers back, strengthens brand connections, and keeps loyal shoppers coming back for more.
How CRM Optimization Turns Insights Into Loyalty Gold
CRM Optimization turns raw data into meaningful customer connections. By analyzing past purchase behavior, it identifies the perfect moment to engage buyers—especially those ready to spend on higher-value products. Instead of relying on guesswork, brands can use these insights to strengthen relationships and drive repeat business.
Finding the Unicorn Customers at Exactly the Right Moment
Not every customer is ready to buy at the same time. CRM Optimization pinpoints those who are, helping brands focus on high-impact audiences instead of casting a wide net. It uses engagement patterns and purchase signals to direct outreach where it matters most, leading to bigger transactions and stronger loyalty.
Focusing on high-value customers creates more opportunities for larger purchases without increasing overall spend. Even brands with advanced data strategies find untapped revenue with this approach—gains that traditional targeting often overlooks.
Unlocking Incrementality to Achieve Bigger Wins
Incrementality isn’t a marketing trend—it’s a way to measure real impact across multiple channels. Rather than evaluating campaigns in isolation, it shows whether marketing spend is driving new revenue or simply reaching customers who would have converted anyway.
Applying this approach, an outdoor retail brand maximized returns by focusing on customers most likely to take action. Their CRM-optimized audience converted 3x better than standard CRM audiences, proving that prioritizing high-value segments leads to greater impact and a stronger ROAS.
Here’s how it works:
- Finding hidden opportunities: CRM Optimization analyzes historical purchase patterns and customer behavior to identify high-potential segments that you might not notice. More conversions come from audiences that weren’t on your radar before.
- Prioritizing high-value customers: Instead of spending on low-value repeat purchases, CRM Optimization zeroes in on customers most likely to respond to a well-timed, personalized message. It shifts marketing budgets toward segments that generate bigger returns.
- Optimizing cross-channel strategy: Incrementality helps you understand how different channels work together. CRM Optimization helps brands determine how direct mail, paid social, and other touchpoints interact, refining media mix strategies for higher overall returns.
Measuring for incrementality means every move count. CRM Optimization helps you reach the right people when it matters most, turning missed opportunities into real results.
When CRM Optimization Delivers Big Wins
CRM Optimization proves its worth when brands see the numbers move. Companies using data insights and direct mail are not just sending more mail—they’re sending it to the right people at the right time. Their strategy may revolve around targeting past buyers when they’re most likely to reorder or nudging high-value customers toward premium products. Brands that get this strategy right are able to increase order values, improve conversion rates, and make every marketing dollar work harder.
Two companies put this strategy to the test—and the results speak for themselves.
How an outdoor product brand cracked the code on high-ticket customers
A premium outdoor product brand faced a challenge familiar to many brands: how to get loyal customers to spend more on higher-ticket items like coolers and backpacks. Even with their sophisticated data science team already running advanced propensity models, the brand saw major gains by adopting CRM Optimization. Taking this approach helped identify segments that wanted to buy and were primed to make larger purchases.
The results were dramatic. Campaigns powered by CRM Optimization achieved a 3X lift in Average Order Value (AOV) for the brand compared to other segments. What’s even more impressive is that these gains didn’t come from targeting obvious low-hanging fruit—the brand’s team had already optimized their system extensively. CRM Optimization still managed to outperform, shifting focus to premium buyers and proving its ability to unlock new levels of value for even the most data-savvy brands.
A Candle Brand’s Formula for Bigger Sales and Better ROI
For brands that rely on repeat customers, maximizing loyalty is key. A well-known retailer of scented candles and home fragrances turned to CRM Optimization to refine how they targeted their top 100,000 customers. While these customers were already their highest spenders, the challenge was to push them to spend even more. CRM Optimization exceeded expectations, providing the company with a 34.3% boost in AOV and a fourfold jump in conversion rates—all by spotting the perfect moments to re-engage buyers.
But it wasn’t just about higher AOV—efficiency got a major upgrade too. The candle brand doubled revenue while mailing only one-third of their audience. Instead of wasting budget on customers who weren’t likely to convert, CRM Optimization zeroed in on the high-potential buyers and sent personalized messages right when they’d be most likely to act.
The brand achieved better results by focusing on strategy, not volume. CRM data and precision targeting proves that the right message, sent at the right time to the right customer, makes all the difference.
Why Postie’s CRM Optimization is a Winner
CRM Optimization has proven to be a game-changer for brands looking to grow their loyal customer base. By analyzing customer behavior and targeting the right audiences with precision, brands have seen remarkable results that drive revenue and strengthen relationships.
With Postie, brands achieve higher Average Order Values (AOV) and better conversion rates while maximizing their marketing spend. CRM Optimization gives them real, measurable results—whether they zero in on big spenders or fine-tune their timing and personalization to make every message count.
We give brands the tools they need to tap into the full potential of their loyal customers. Direct mail is more than another marketing message—it’s a real, personal connection that gets people to act. Ready to see how Postie can transform your campaigns? Schedule a demo today and discover the difference for yourself.
