Case Study
Meal Delivery Reengagement

How a Natural Foods Company Fed Their Subscriber Base a New Product Launch

2 Min Read
/ Feb 03, 2021

This mission-based subscription commerce company has a proven history blending strong content marketing with data-driven performance media to fuel its category-leading growth.

Headquartered in California, the company promotes healthy living & social consciousness, amplified through a carefully tailored educational & influencer-driven brand story – all strengthened with traditional social, search, and online programmatic media buys.

The Challenge

Successfully launch an important new product category to their subscriber base and drive immediate trial adoption by using direct mail to supplement their dwindling email open rates.

The Postie Solution

Looking to broaden its strong retention and CRM tactics, the client turned to Postie’s direct mail solution. Having limited experience in the channel (but high expectations nonetheless), our partner was drawn to Postie’s ability to rapidly build targeted campaigns and attain attribution data in real-time. They would only engage in the DM channel if it could accurately measure results and gain learnings, similar to its online initiatives.

Using Postie’s dynamic user interface, the client was easily able to accommodate different test strategies to create multivariate campaigns: one targeting current subscribers with specific interests around the new product category, and one appealing to lapsed customers regarding general new offerings. Doing so would allow them to critique performance concurrently in real-time, and subsequently make agile optimizations – an unheard-of concept in DM prior to Postie.

Leveraging our creative templates and best practices for assistance, the team was able to conveniently convert and upload existing digital imagery into engaging artwork in a matter of minutes. No sale, no offer code – just eye-catching product assortments and educational content core to the brand’s success. Within 1 business day, our client had proofs of their finished postcards in their hands.

The final steps were equally as painless: uploading target audiences and implementing our conversion pixel. Both functionalities can be performed with a click of a button within the Postie UI, making our client’s experience as friendly as any digital channel. No need for lists or unique URLs – they would now be able to target and track seamlessly.

Results

Having never gotten better than 73% ROAS and $87 CPA across any digital channel for similar launches, their set stretch goals were set at 100% ROAS and $60 CPA. The client was ecstatic to achieve the performance of more than 2x their goals.

Retention Campaign

203%

ROAS

$43

CPA

1%

Response Rate

Reengagement Campaign

106%

ROAS

$61

CPA

0.68%

Response Rate

Postie Features Used
feature
Select Attributes from Your CRM
Convert your 1st party CRM data into a working data source to easily build and mail custom audiences from your CRM attributes.
feature
See Results in Real-Time
See campaign performance and results in real-time through customizable KPI dashboards. Toggle views to gain further insights into top performing audiences, creative and consumer personas.
feature
Move Fast with Simple Onboarding
Avoid vendor onboarding friction. SOC2 , CCPA & HIPAA compliance make Postie an easy vendor to onboard, significantly speeding up internal legal processes.
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