Project Overview

This year I led a recurring postcard marketing campaign aimed at driving direct sales, enhancing customer loyalty, and strengthening brand alignment with sustainability values. By utilizing PostPilot, we tested multiple audience segments and tailored messaging to reflect seasonal needs, product-specific interests, and loyalty status. This campaign bridged the gap between print and digital, using tangible, value-driven content to enhance customer connection.

Print had been underutilized in our marketing strategy, and we needed to test its role in the funnel. While we had strong customer loyalty and a robust e-commerce platform, we noticed a gap in bridging our audience’s values (such as sustainability and small-business support) with our marketing efforts. Additionally, traditional catalog formats felt disconnected from the brand’s current direction.

I focused on seasonal timing, leveraging personalized messaging that spoke directly to the values and needs of each segment. The campaign included:

1. Segmented Postcards
   Ten unique designs targeted key segments including retail shoppers, lapsed customers, commercial gardeners, and loyalty members. Messaging varied, with a focus on sustainability, independently owned businesses, and seasonal plant availability.
   
2. Customer-Centric Imagery
   We prioritized real customer and staff photos over stock imagery, which resonated more with recipients and boosted engagement.

📈 16x ROAS for commercial accounts

📈 12x ROAS for product-specific national campaigns

📈 15x ROAS for local retail campaigns

💬 5-star customer reviews featured on postcards significantly boosted performance

✉️ Postcards outperformed expectations, consistently exceeding the anticipated return on ad spend (ROAS).

• Personalized Messaging Wins: Tailoring postcards to specific segments, with targeted values and seasonal products, proved to be highly effective.
  
• Print Maintains Trust: Nostalgia for print and the tactile nature of postcards resonated strongly with our audience, especially when combined with authentic customer imagery.
  

Customer Reviews Drive Action: Highlighting real customer experiences led to greater trust and higher conversion rates.