Born from a friendship and driven by a commitment to quality and inclusivity, this popular beauty brand has mastered strategic digital marketing, engaging social media presence and positive customer reviews to cultivate a loyal and passionate community.

The Challenge

Find new growth channels that allow the brand to bring forward it’s strong messaging of ethical, high-performing, inclusive cosmetics.

The Postie Solution

Traditional direct mail solutions have been a familiar awareness tool for beauty brands, but the need for 1st, 2nd and 3rd party audience targeting as well as real-time measurable outcomes is what drew our client to Postie. Using big data pipes — from Acxiom, Experian, Epsilon — and proprietary machine learning algorithms, Postie offers the data-driven technology that marketers have come to expect from high performing channels.

In an effort to continue its high-growth trajectory, this beauty brand client chose to leverage Postie’s prospecting engine. The brand was shocked that within minutes of signing into its account and uploading a list of its best customers, Postie returned a look-alike audience of in-market prospective new customers who statistically matched the behaviors and interests of its own best customer. At its fingertips was a DMP surpassing 280 million households – each of which contributes to thousands of detailed attributes, assuring the client of a hyper-qualified audience.

Using Postie’s creative tools and best practices, this beauty brand took full advantage of dynamic A/B testing capabilities. With an interface designed with digital marketers in mind, and a print cloud network of the nation’s top print partners, Postie delivered hard proofs to our client for approval within hours of upload.

After simply appending the standard conversion pixel, available in the Postie UI, the campaign was ready to deploy. In the time it takes advertisers to set up self-serve digital initiatives, a direct mail channel was set up from audience creation to tech implementation to creative printing. The only effort from then on was watching conversion counts rise – in real-time.

Results

Compared with the target goals, the campaign greatly exceeded expectations. The ease-of-use and (importantly) the quantitative results of the campaign validated the Postie advantage and set the stage for a continued, consistent, performant partnership going forward.