PostPilot Is Klaviyo for Postcards


Unsolicited mail is again. The anti-tracking privateness adjustments of iOS 14 have compelled retailers to hunt options to Fb promoting. For Drew Sanocki and Michael Epstein, homeowners of PostPilot, a direct-mail supplier, the fallout has produced a windfall.

“Final November was large for us,” Sanocki advised me. “We made a number of hundred thousand {dollars} in income that month alone.”

PostPilot’s postcard campaigns mimic e-mail — combine with an ecommerce platform, phase recipients, and create triggers for automated mailings. “It’s Klaviyo for postcards,” acknowledged Sanocki.

I lately spoke with each entrepreneurs. The complete audio of our dialog is embedded beneath. The transcript is edited for size and readability.

Eric Bandholz: Inform us about PostPilot.

Drew Sanocki: Michael and I’ve 20 years in ecommerce. We managed manufacturers, after which we began shopping for and promoting corporations. All through our careers, we’ve each used unsolicited mail. We’ve discovered that it really works nicely. Not a number of direct-to-consumer manufacturers are utilizing it. Three years in the past, we acquired what’s now PostPilot, a software program platform that automates unsolicited mail. The purpose is to make it as straightforward to make use of as e-mail. We are saying it’s Klaviyo for postcards.

We’ve skilled a number of success this 12 months.

Michael Epstein: We had been within the unsolicited mail house and software-as-a-service. We had an concept of making and sending unsolicited mail as straightforward as e-mail and doing it by way of a SaaS platform. We discovered this firm, which shared a imaginative and prescient for the product and had a great begin and understanding of easy methods to execute.

Initially we used a printing associate. Finally, we realized we needed extra management over the standard, so we constructed a manufacturing heart in South Carolina. We now do all of the printing and manufacturing there. We even have extra management over the provision chain.

Sanocki: You’ll be able to mail nearly something, so it’s as a lot the message as it’s the medium. We attempt to deal with three or 4 normal postcard sizes and get the purchasers to focus on the content material. What’s the supply? What’s the goal market?

Epstein: PostPilot natively integrates with Shopify and Klaviyo. You’ll be able to phase clients based mostly on transactional knowledge from Shopify, much like an e-mail marketing campaign. Then you may set off an automatic postcard circulation. You’ll be able to set the set off to say, “Buyer bought product X. She has not come again inside 35 days to purchase one other product. Let’s set off a marketing campaign on day 35 that’s personalised and goes out to her with an incentive to come back again and purchase.”

Sanocki: Most retailers deal with buyer acquisition, however it’s costly. Entrepreneurs ought to as a substitute deal with retention and growing the lifetime worth of present clients. Then flip to acquisition. You’ll get a better ROI since you’ve constructed a greater web. All the things that occurs post-purchase will make your funding go additional on the acquisition facet.

Final November was large for us. We made a number of hundred thousand {dollars} in income in that month alone. We did some digging. We discovered that iOS 14 privateness adjustments, permitting shoppers to not be tracked, had harm the Fb advert efficiency of many direct-to-consumer manufacturers. That drove a surge in curiosity in unsolicited mail. Fortuitously, we had been ready to seize that demand. It’s been off to the races since then.

Bandholz: How do retailers execute unsolicited mail campaigns?

Sanocki: Once more, they need to begin with retention. Establish and phase defecting clients, then ship postcards to win them again. There’s nearly at all times ROI with postcard campaigns specializing in post-purchase cross-sells, upsells, and even deserted carts. An ROI of 14 for these campaigns is frequent.

When you establish the purchasers that haven’t purchased from you for some time, bringing them again into the fold is at all times essentially the most cost-effective and the best return. You’ve already acquired them. You’ve obtained their e-mail and bodily tackle. So it’s a matter of re-introducing them to the model.

We’ll transfer to up-funnel acquisition after addressing retention.

Epstein: Typical ecommerce open charges for e-mail campaigns are round 20%. That’s from lively subscribers. Eighty p.c aren’t partaking, in different phrases. That’s a number of potential income by including unsolicited mail.

Bandholz: What’s the fee?

Epstein: We suggest beginning with a minimal phase dimension — 500 to 1,000 — to get related knowledge and perceive the way it works. Usually, we cost $0.49 per card to ship these — lower than the price of a click on generally.

We even have our “Godfather Provide” — it’s arduous to refuse. We’ll allow you to check at no cost if we predict PostPilot will work to your firm.

Bandholz: What are the very best calls to motion for unsolicited mail?

Epstein: Primary messaging works nicely, resembling “It’s been some time. We miss you.” We usually recommend an incentive with an expiration date. Getting them to come back again takes a little bit of a nudge. Including a QR code reduces friction, sending recipients on to the location, resembling a touchdown web page and even an deserted cart. Our integration with Shopify routinely applies a coupon code.

A typical mistake is having too broad of segments, resembling concentrating on everyone that hasn’t bought in 90 days. It’s higher to phase these clients into cohorts, maybe one-time versus repeat patrons.

Monitoring the ROI of every phase helps direct the place the cash is spent.

Bandholz: How can listeners join with you?

Sanocki: Our web site is I’m on LinkedIn and Twitter.

Epstein: I’m on LinkedIn and Twitter, too.


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