20.73x ROAS: How Goose Creek Turned Lapsed Customers Into Black Friday's Biggest Win

Goose Creek Candle had a substantial base of high-value past customers who were no longer reachable through digital touchpoints. These weren't 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. With Black Friday representing the highest-intent purchase window of the year, the opportunity was to reactivate these lapsed customers at exactly the right moment.

ATTN Agency built a 17-segment direct mail architecture using Klaviyo Marketing Analytics for RFM segmentation and PostPilot for execution. Every customer was filtered specifically because they were unreachable via email or SMS, ensuring all revenue was genuinely incremental. The mailing was timed to land in homes before the Black Friday sale launched, building anticipation before inbox saturation peaked. Champion customers delivered 39.31x ROAS, while the full RFM blend hit 16.45x — proving that analytics intelligence inside Klaviyo extends far beyond digital sends.

• 20.73x Blended ROAS
• 39.31x Champion Segment ROAS
• 17 Precision Segments
• 100% Incremental Revenue