Postcards brought lapsed fans back.

Bones Coffee fans usually come back for more within a couple of months. When six months pass without a repeat order, the brand has to go the extra mile to win that customer back.

But a large group of once-loyal repeat buyers had unsubscribed from email and SMS, leaving them as suppressed profiles in Klaviyo. Reaching them with social ads was unpredictable: costs and conversions were hard to control, and spend could easily outrun results.

• Segments nobody else was reaching. PostPilot's Klaviyo integration let ATTN target lapsed customers who were unlikely to see Bones promotions anywhere else, so attribution stayed clean and the postcards weren't poaching retargeting funnels.
• Costs known up front. Spend tracked the number of postcards mailed, more than 12,000 across the first two campaigns, instead of the guesswork of a social campaign.
• Designed like art, not ads. One mailing launched the officially licensed Disney “Haunted Mansion” collaboration. The other introduced three new fall flavors, Pear-anormal Brew, Apple Cider Donut, and Sweet Tater Swirl, and showed off Bones' new direct-printed bags.
• Built to track. Bones-branded QR codes on the front and back, plus a clearly visible URL, made the path to the site quick and the tracking simple.

Orders started arriving within days of the first mailing. By day seven, the results were strong enough that the founder questioned them, and the team cross-verified attribution in Shopify to confirm they were real.

The fall flavors campaign reached a 7.35x ROAS just two weeks after mailing, and overall the postcards delivered a 10x+ ROAS. In less than two months, Bones attributed more than 1,600 orders to its PostPilot campaigns. Roughly 20% of recipients converted, against a typical ecommerce conversion rate of around 3%.

Next, ATTN is testing follow-up mailings to recipients around the 40-day mark to keep rebuilding those relationships.

“This can't be real.”Travis, Owner and Founder, Bones Coffee, on the first week of results

Source: PostPilot case study, published by PostPilot.