The Email + Direct Mail Campaign That Increased Our Retention 40%

Key Takeaways

• Combining email and direct mail in a single, coordinated campaign increased our customer retention by 40% in just 90 days.
• US e-commerce brands spend five times more to acquire a new customer than to retain an existing one.
• SimpleDirect Campaign made it easy to coordinate messaging, timing, and creative across both channels—no more switching between apps or spreadsheets.
• Direct mail response rates (4.9%) outperformed email (1.2%), but the real magic was in the combined, sequenced approach.
• Our campaign cost 2.10percustomeranddelivereda6.2xROI,witha2.10percustomeranddelivereda6.2xROI,witha100 average order value.
• Download our campaign template and step-by-step coordination guide to replicate these results for your own brand.
• Personalization and timing were key: using real names, order details, and USPS delivery tracking made every touchpoint feel intentional.
• The campaign was built and managed entirely in SimpleDirect Campaign, eliminating the need for multiple tools like Klaviyo, Mailchimp, or PostPilot.
• This approach is especially effective for US-based e-commerce brands looking to stand out in crowded inboxes and boost repeat purchases.

Introduction

If you’re running an e-commerce brand in the US, you know the pain: customer acquisition costs are rising, and retention is harder than ever. Most teams double down on email, but inboxes are crowded and open rates are dropping.

What if you could break through the noise—and boost retention—by combining digital and physical touchpoints in one seamless campaign?

That’s exactly what we did. Using SimpleDirect Campaign, we ran a coordinated email + direct mail sequence that increased our 90-day retention rate by 40%.

In this article, we’ll break down the exact steps, share real numbers, and give you the template to run this campaign yourself. Let’s dive in.

Why Retention Matters for E-Commerce

Retention isn’t just a buzzword—it’s the difference between a thriving brand and a leaky bucket. According to Invesp, acquiring a new customer in the US costs five times more than retaining an existing one. Even a 5% increase in retention can boost profits by 25-95% (Bain & Company).

Let’s put that in perspective: If your average customer spends 100 per order and you increase retention by 40,000 in extra revenue for every 1,000 customers. For most US e-commerce brands, that’s a game-changer.

The Real Cost of Churn

Churn is expensive. Every customer who doesn’t come back means you have to spend more on ads, influencers, and promotions just to keep your revenue flat. In 2024, the average US e-commerce brand spends $45 to acquire a new customer (Statista). If you’re losing 80% of your first-time buyers, you’re burning cash.

Common Retention Pitfalls

• Relying solely on email: The average open rate for e-commerce emails is just 21% (Mailchimp, 2024). That means nearly 4 out of 5 customers never even see your message.
• Generic, one-size-fits-all offers: Customers can spot a mass email a mile away. Personalization is no longer optional.
• Lack of follow-up: Many brands send a single thank-you email and then go silent, missing the critical window when customers are most likely to buy again.

The Opportunity

Retention is the most under-leveraged growth lever in e-commerce. If you can get even 10% more of your first-time buyers to make a second purchase, you’ll see a compounding effect on lifetime value and profitability. That’s why we set out to build a campaign that would break through the digital noise and make customers feel truly valued.

Campaign Breakdown: How We Combined Email + Direct Mail

Here’s exactly how we structured our campaign using SimpleDirect Campaign. This wasn’t just a random blast—it was a carefully sequenced, multi-channel experience designed to feel personal and timely.

Step 1: Segmentation

• Target audience: First-time buyers who hadn’t purchased again within 30 days.
• List size: 2,500 US customers, filtered for valid mailing addresses and email opt-ins.

We pulled this segment directly from our Shopify store and imported it into SimpleDirect Campaign. The platform automatically de-duplicated contacts and flagged any missing data.

Step 2: Messaging & Creative

• Email #1: “Thank you for your first order!” + 10% off next purchase. This email was personalized with the customer’s first name, order details, and a unique discount code.
• Direct Mail Postcard: Arrived 5 days later. The postcard featured a handwritten-style note, the customer’s name, and a unique QR code for 15% off their next order. The design was simple, friendly, and on-brand.
• Email #2: “Did you get our postcard?” reminder, sent 3 days after mail delivery. This email referenced the physical mail and included a direct link to redeem the offer.

Step 3: Timing & Coordination

• All touchpoints were scheduled and tracked in SimpleDirect Campaign.
• Direct mail was triggered automatically after Email #1 was sent.
• Email #2 was sent based on USPS delivery confirmation, using SimpleDirect’s built-in integration.

This sequencing ensured that customers received a digital touchpoint, followed by a physical reminder, and then a digital nudge—each reinforcing the previous message.

Step 4: Offer & CTA

• The offer was consistent across channels, but with escalating urgency. The postcard offered a slightly higher discount (15% vs. 10%) to reward customers for engaging with the physical mail.
• The QR code on the postcard was unique to each customer and tracked redemptions separately from email clicks.

Step 5: Tracking & Attribution

• All redemptions were tracked in the SimpleDirect dashboard.
• Unique codes for each channel allowed us to measure response rates and attribute conversions accurately.

Campaign Timeline Example

Step 6: Creative Examples

• Email copy:
  “Hi [First Name],
  Thanks for your first order! As a small thank you, here’s 10% off your next purchase. Use code WELCOME10 at checkout. We appreciate you!”
• Postcard copy:
  “Hey [First Name],
  We loved packing your order! Here’s a little something for your next visit—scan the QR code for 15% off. Hope to see you again soon!”
• Follow-up email:
  “Did you get our postcard? We sent you a special offer in the mail. If you missed it, here’s your link to redeem 15% off your next order.”

The Results: 40% Retention Lift

Here’s what happened after running the campaign for 90 days:

• Pre-campaign 90-day retention: 18%
• Post-campaign 90-day retention: 25.2%
• Net increase: 40% lift

Response Rates by Channel

• Email #1: 1.2% click-to-purchase
• Direct Mail: 4.9% QR code redemption
• Email #2: 2.1% click-to-purchase

Cost Breakdown

• Total campaign cost: 5,250(2,500customersx5,250(2,500customersx2.10)
• Additional orders generated: 180 (7.2% of 2,500)
• Revenue generated: 18,000(180x18,000(180x100 average order value)
• ROI: 6.2x

What the Numbers Mean

Direct mail is more expensive per send, but when combined with email, the blended cost per conversion drops significantly. The real win was in the sequencing: customers who received both email and direct mail were 2.5x more likely to make a repeat purchase than those who received email alone.

Customer Feedback

We received several emails and social media mentions from customers who appreciated the handwritten-style postcard. Many said it made them feel valued and more connected to our brand—something that’s hard to achieve with digital-only campaigns.

Why This Worked: Key Differentiators

1. Multi-Channel Sequencing

Most brands blast emails and hope for the best. By sequencing email and direct mail, we reached customers in both their inbox and mailbox—doubling the chance of engagement. The physical postcard acted as a tangible reminder, while the emails provided instant access to the offer.

2. Personalization at Scale

SimpleDirect Campaign made it easy to personalize both emails and postcards with first names, order details, and unique offers—no manual work required. This level of personalization increased open rates, response rates, and overall customer satisfaction.

3. Seamless Coordination

No more switching between Klaviyo, Mailchimp, and PostPilot. SimpleDirect Campaign handled everything in one dashboard, with automated triggers and real-time tracking. This saved our team hours each week and reduced the risk of errors.

4. Unified Analytics

Having all campaign data—email opens, postcard deliveries, QR code scans, and redemptions—in one place made it easy to measure ROI and optimize future campaigns. We could see exactly which touchpoints drove conversions and adjust our strategy accordingly.

5. US-Based Support and Delivery

SimpleDirect Campaign’s direct mail fulfillment is US-based, ensuring fast delivery and reliable tracking. This was critical for timing our follow-up emails and maintaining a seamless customer experience.

Feature Comparison Table

Industry Data

Brands using direct mail + email see up to 118% higher response rates than email alone (Data & Marketing Association, 2023). In our campaign, the combined approach delivered a 7.2% response rate—nearly 6x higher than email alone.

Actionable Guide: How to Run This Campaign Yourself

Ready to boost your retention? Here’s a step-by-step checklist to help you launch your own email + direct mail campaign using SimpleDirect Campaign.

1. Set Up Your Segments

• Export your first-time buyers from your e-commerce platform (Shopify, WooCommerce, BigCommerce, etc.).
• Filter for US customers who haven’t purchased again in 30 days.
• Clean your list to ensure valid mailing addresses and email opt-ins.

2. Create Your Messaging

• Write a warm thank-you email with a 10% off code. Personalize with the customer’s first name and order details.
• Design a postcard with a handwritten font, personalized name, and a unique QR code for 15% off. Keep the design simple and on-brand.
• Draft a follow-up email referencing the postcard and reminding customers to redeem their offer.

3. Build Your Campaign in SimpleDirect

• Upload your list to SimpleDirect Campaign.
• Set up the email and direct mail steps in the workflow builder.
• Use the “trigger on delivery” feature to send Email #2 after USPS confirms postcard delivery.
• Assign unique codes to each channel for accurate tracking.

4. Track and Optimize

• Monitor open, click, and redemption rates in the SimpleDirect dashboard.
• Test different offers, creative, and timing for future campaigns.
• Use A/B testing to compare different postcard designs or email subject lines.

5. Download Our Free Template

• Download the campaign template and coordination guide
• Includes: Email copy, postcard design, workflow setup instructions, and tracking spreadsheet.

6. Analyze and Iterate

• After your campaign, review the data to see which touchpoints drove the most conversions.
• Survey customers for feedback on the experience.
• Use insights to refine your next campaign—try different offers, adjust timing, or test new creative.

Common Mistakes to Avoid

• Sending generic, non-personalized messages. Personalization is key to standing out.
• Not tracking direct mail delivery. Use USPS integration to ensure timely follow-ups.
• Forgetting to use unique codes for each channel. This is essential for accurate attribution.
• Overcomplicating the workflow. Keep it simple: one email, one postcard, one follow-up.

Pro Tips

• Use a real return address on postcards for authenticity. Customers are more likely to trust and open mail from a real sender.
• Test different postcard sizes—oversized cards get 10% higher response rates (USPS, 2024).
• Schedule campaigns to avoid major US holidays for faster delivery and less competition in the mailbox.
• Consider adding a handwritten note or signature for an extra personal touch.

Real-World Example: US E-Commerce Brand

One of our customers, a US-based specialty food retailer, used this exact campaign structure. They saw a 38% increase in repeat purchases over 60 days and received direct feedback from customers who appreciated the personal touch.

Their average order value increased by 12% as returning customers tended to buy more on their second purchase.

Frequently Asked Questions

Q: Is direct mail really worth the cost for small brands?
A: Yes—when combined with email, direct mail can deliver a much higher ROI than digital alone. The key is to use it strategically for high-value segments, like first-time buyers or lapsed customers.

Q: How long does it take for postcards to be delivered in the US?
A: Most postcards are delivered within 3-5 business days. SimpleDirect Campaign tracks delivery in real time, so you can trigger follow-up emails at the perfect moment.

Q: Can I automate this entire workflow?
A: Absolutely. SimpleDirect Campaign lets you build, schedule, and track every step—no manual work required.

Q: What’s the minimum list size for this to work?
A: We recommend at least 500 customers for statistically significant results, but even smaller brands can see a strong ROI.

Conclusion & Next Steps

Retention is the new growth lever for US e-commerce brands. By combining email and direct mail in a single, coordinated campaign, we increased our retention rate by 40%—and you can, too. SimpleDirect Campaign makes it easy to automate, personalize, and track every touchpoint without switching between tools.

Ready to try it yourself?
Get started with SimpleDirect Campaign and download our free campaign template to see results in your next retention push.