Black Friday's biggest win.

Lapsed isn't lost.

Inside every brand's customer database is a segment that digital channels have stopped reaching: subscribers who have lapsed, unsubscribed, or simply gone quiet across email and SMS. For most brands, those customers are treated as lost. We take a different view.

Goose Creek Candle had a substantial base of high-value past customers who were no longer reachable through digital touchpoints. These were not cold prospects. They had purchased before, in many cases multiple times, and their behavioral data inside Klaviyo told a clear story about who they were and what they were worth. The opportunity was to take that intelligence somewhere those customers could actually be reached: the physical mailbox.

With Black Friday the highest-intent purchase window of the year, we built a direct mail strategy to reactivate Goose Creek Candle's most valuable lapsed customers at exactly the right moment, using data that already existed in the platform to make every piece count.

Our strategy, end to end, on two platforms.

RFM, built in Klaviyo, applied to the mailbox.

The precision of this campaign starts with data, and that data lived in Klaviyo. We used Klaviyo Marketing Analytics to build an RFM framework that went well beyond standard list segmentation, scoring every customer on three dimensions at once.

• R

  Recency

  How recently did this customer last purchase? The single strongest predictor of whether a lapsed customer will respond, and the data confirmed it at every tier.

• F

  Frequency

  How many times have they purchased? Five or more orders is a pattern of loyalty a first-time buyer hasn't built, and it changes the expected return on every piece mailed.

• M

  Monetary value

  What have they spent over their lifetime with the brand? Higher-value customers justify a higher cost per piece because the return on reactivation is proportionally greater.

The behavioral intelligence Klaviyo generates doesn't stop being useful at the edge of a digital send. We took Klaviyo's RFM data and applied it to a physical channel, reaching customers no inbox ever could.

RFM segment performance