DTC direct mail service PostPilot has become the go-to provider for ecommerce brands looking for an edge. With a response rate that's a staggering 36 times higher than email, it's no surprise that brands are increasingly turning to direct mail to target customers.
We developed this play to capitalize on those high conversion rates. The focus is on a specific group of customers who are ideal candidates for direct mail marketing: those at risk of lapsing, but who may still be enticed to make another purchase. To pull it off, we’ll combine Repeat’s “About To Lapse” trigger with PostPilot via Klaviyo.
Once set up, everything happens automatically – you'll reach an audience of at-risk customers without lifting a finger. Sending postcards that encourage these customers to return will help boost your returning customer rates and grow LTV with this essential group.
For creative, we suggest lifestyle imagery that is not specifically linked to any product. We will distribute this postcard to all at-risk customers, regardless of the product they purchased previously. Pair it with a strong offer–this is your last shot to convince these customers to return, and without your best discount, they may be lost for good.
Ready to set it up? Check out the setup guide below for step-by-step instructions.
This play targets customers who:
- Have made a purchase in the past but have not made a purchase recently
- Are in danger of lapsing and may never return if they don’t come back soon.
Examples
Setup Guide
1. Create a Klaviyo segment
Start by creating a Klaviyo Segment of customers who have recently recieved the “Repeat - About To Lapse” event. For this example, we’re looking for those who have received the event in the last 30 days. This window controls the size of your first send when you turn on the automation. You can choose a smaller timeframe to control the size of your initial send. After you turn it on, customers will be added as the event is received.
Before moving on to the next step, make sure to note the ID for your newly created segment. It’s the alphanumeric string in the URL after the final / (For example, https://www.klaviyo.com/list/SPXKi4)
2. Sync your Klaviyo segment to PostPilot
Head to PostPilot and navigate to Integrations > Klaviyo. Click “Manage” and then “Connect A New List Or Segment From Klaviyo.” Choose “Segment” then add your segment ID from step 1 and name your segment. Your segment is now synced to PostPilot
3. Create a PostPilot segment
Now you can create a PostPilot segment that matches this Klaviyo segment. In PostPilot, head to Segments > New Segment. Choose Shopify, select your store, then “DIY”. Name your segment and filter for Klaviyo Contacts in the segment you just synced. Save This segment
4. Create your campaign
Create a new automated campaign in PostPilot. Select the segment that you just created. Select your design and configure any other settings like trackable discount codes and return address. That’s it! You’re ready to send this postcard to customers who are about to lapse!
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