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Ancient Crunch Puts Retargeting + Retention on Autopilot with PostPilot
Background
Ancient Crunch is on a mission to “dignify America’s pantry with classic snacks the way they’re supposed to be.” Their opening move: MASA, a tortilla chip brand with only three ingredients (organic corn, grass-fed tallow, sea salt).
Naturally, as a food brand, MASA makes money on repeat business, and the team sought to layer on direct mail to fill the gap in their owned channels:
“We can't always reach previous buyers. Maybe they unsubscribe, maybe they don't check their email, maybe it goes to spam, maybe it goes to promotions. Half of those people aren’t getting our marketing. But everyone checks their mail.”
-Steven Rofrano, Co-Founder and CEO, Ancient Crunch
Hey, that’s what we always say.
But could direct mail help MASA with more? Like, say, retargeting?
Yes.
The Tactics
Let’s start with the “with more.”
Retargeting and Acquiring “Lurkers”
“If [people] have been on our list and haven't purchased in 30 days, we send them a postcard. We call them ‘lurkers.’ So, there’s some new customer acquisition, too.” –Steven
MASA is using MailMatchTM exactly as designed: to dynamically retarget list subs who haven’t converted yet.
A typical journey:
- Someone lands on your site.
- They see a pop-up.
- They sign up for your list.
- They leave your site without buying/adding anything to their cart.
- (The brand’s signup-to-purchase window passes, often 7–45 days.)
- PostPilot automatically fires off a postcard to them.
- They’re reminded of your brand.
- They buy something.
- Voilà.
In Ancient Crunch’s case, we’re blasting off this postcard to warm leads who haven’t converted at the 30-day mark:
We’re also sending this postcard when they’ve hit the 45-, 60-, and 75-day mark without purchasing. As soon as they do purchase, they’re taken out of this postcard retargeting flow.
As Steven explained, “We’re getting a cheap way to make more use out of our Meta dollars and acquiring marginal new customers we’re paying for but who haven’t purchased yet.”
Plugging the Funnel Further: Retargeting Checkout Abandoners
Driving checkout abandoners over the finish line should be as easy and stress-free as a day by the pool.
Something like the scene pictured in the postcard below (a postcard that happens to target customers who’ve started their checkouts without actually buying).
We call it CartMatchTM: Dynamically firing off mailers to checkout and/or cart abandoners.
We’re sending these to Ancient Crunch’s screaming hot leads who haven’t completed their checkouts within 3–5 days. A postcard is always a strong touchpoint, and it pushes those allllllllmost-new-customers to finally purchase.
Keeping Customers Crunching
Automated retargeting process to drive first purchases? Check.
Automated winback process to drive repeat purchases? Also check:
Ancient Crunch has launched two automated winback flows. One targets one-time buyers, and the other targets multibuyers.
Both flows send postcards to each segment at various points between 60 and 365 days without repurchase. Example:
- A one-time buyer hasn’t repurchased by the 60 day mark.
- We send them a winback postcard.
- They don’t purchase.
- We send them a winback postcard at the 120-day mark.
- They purchase.
- They’re dropped back to the beginning of the winback flow.
The two flows contain six postcards each, to ensure there are plenty of touchpoints to prevent churn.
Twelve postcards? Sounds like a lot of work, right?
Results
“PostPilot does a lot of the work for us. I was very apprehensive about direct mail at first because we didn’t know how to design a postcard or set a program up. But your designers have done it all for us. And unlike with Klaviyo, our account manager set up all the flows and handled everything.” -Steven
Turns out it didn’t require much work after all. But are the results there?
Yup.
Retargeting:
- MailMatch: Between a 2.2x and 3.7x ROI, depending on the segment. Segments targeting more recent subscribers were stronger; all ROI represents new customer acquisition.
- CartMatch: 10x+ ROI, also for new customer acquisition.
Retention:
- ROIs range from just over 4x to 15x+, depending on the segment.
- Major call-out: Remarkably, the winback postcard targeting multibuyers who have not purchased in 365 days has driven a 11.3x ROI.
These are the results we love to see, and they’re strong throughout the funnel.
Strong enough, in fact, that the Ancient Crunch team is launching a direct mail program with their recently launched second brand, Vandy Crisps (tallow-fried potato chips), too.
We can’t wait to see those results roll in.
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