This brand’s first direct mail campaign with Postie went to 120,000 prospects. Less than a year later, a single wave reached 750,000.
That’s more than 6x growth in per-wave volume in one year for a digital-first financial services brand that needed a new-customer channel it could keep scaling as digital costs climbed and competitors crowded the same audiences. Across its first five campaigns, the program reached more than 2.5 million prospects and drove 60,718 sign-ups at a 2.37% conversion rate.
The Challenge
Find a new-customer channel that could scale fast, and keep learning which products, formats, and messages deserved the next dollar as volume grew.
The Postie Solution
Postie launched a programmatic direct mail prospecting program and scaled it wave by wave. Volume more than doubled after the first wave, then kept climbing: 265,000 prospects, then 300,000, then 500,000, and 750,000 in a single wave by the end of the brand’s first year.
Each wave tested product-specific creative across two formats, trifolds and postcards, with a separate messaging track for each product. Performance was read out at the individual creative level, so the strongest concepts carried forward into the next, larger wave.
First-Year Results
6x growth in per-wave volume, from 120,000 to 750,000 prospects
2.5 million+ prospects reached across the first five campaigns
60,718 sign-ups at a 2.37% conversion rate across the first five campaigns
$22.07 CPA across the first five campaigns
Cost per new customer as low as $47.19 in the brand’s first year
Creative testing sharpened performance as the program scaled:
- Trifolds converted best. The top trifold reached a 2.63% conversion rate.
- Postcards won on cost. The top postcard reached a $22.65 CPA.
- Every product-and-format combination improved from the first wave to the second, with conversion rates 5–8% higher.
Key takeaway: Scale didn’t happen in one jump. Each wave’s creative results decided what went into the next, so volume grew on proven concepts instead of guesses. The brand is still a Postie client today, building on what its first year proved.
