Kindred Bravely Powers Shared Mail + Full-Funnel Wins with PostPilot

TLDR:

• Kindred Bravely is a longtime PostPilot customer. The team first launched retention-only campaigns and more recently has scaled into a full-funnel direct mail program.
• KB has launched one-off and automated retention campaigns, holiday-focused retargeting, plus prospecting campaigns using shared mailers and individual postcards.
• All results have been strong. Notably, the shared mail prospecting campaign drove a 5x+ ROI, and the individual prospecting campaign drove a 3.07x ROI. Both prospecting campaigns were powered by PostPilot's proprietary lookalike builder, AcquisitionAI.

Background

Kindred Bravely has been a PostPilot customer since early 2022 and in that time has launched numerous high-ROI retention campaigns—ranging from one-off holiday blasts to automated winbacks.

But over this year, the team has gone full-funnel with direct mail, layering prospecting and retargeting into their program.

Were those campaigns high-ROI, too?

Well, yes, but read on to get the details.

“We have been a long-time PostPilot customer and have seen success with different types of campaigns, from winback messaging to sale-specific reminders and acquisition.”

-Marissa Kloess, Director of Marketing @ Kindred Bravely

The Full-Funnel Tactics

Bringing Moms Back for More

Because the lifecycle for maternity and nursing wear is relatively limited, it’s vital for Kindred Bravely to stay top-of-mind and drive as many repurchases as possible within that window.

So, when there’s the opportunity to increase the number of touchpoints, such as via special events (including the company’s 9th birthday celebration, pictured below) or over Cyber Week, the team uses direct mail to do so and get relevant offers—literally—into customers’ hands.

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On the other hand, when an evergreen offer reliably increases repurchases among a multitude of moms, you can always automate ‘em—which the team has done with a postcard featuring one of their ultra-popular hands-free pumping bras:

This card is sent to customers who haven’t purchased in 45 days, only purchased once, and spent within their AOV target. In other words, they’ve automated a solution to one-time buyers—with direct mail.

Nudging Warm Leads to Purchase

Sometimes, indecisive prospects need a nudge (or as we like to call it, a postcard) to convert.

Over Labor Day this year, the Kindred Bravely team launched their first retargeting campaign with direct mail, nudging customers who had signed up for their list but had not purchased yet. 

We call this functionality MailMatch^TM. 

MailMatch lets brands send direct mail campaigns to the homes of leads based on email addresses alone, and it’s particularly effective leading up to holidays. There’s more traffic and more email list signups, but not everyone converts after going through welcome flows. 

So, brands like Kindred Bravely can extend their welcome flows with a postcard and turn more warm leads into new customers.

Acquiring New Moms

In 2024, PostPilot launched AcquisitionAI, a self-learning algorithm trained on billions of data points, to drive all new prospecting/lookalike campaigns. 

AcquisitionAI has powered two campaigns for Kindred Bravely this year: a shared mail campaign and a solo lookalike campaign.

Shared Mail

Early in 2024, PostPilot unveiled a fresh take on shared mail acquisition campaigns (the classic style includes coupons/brand offers sent in envelopes):

Our shared mailers are designed on Cardalogs^TM, inspired by design magazines, and themed by seasons and personas. Kindred Bravely participated in our first New Moms edition.

This New Moms edition was sent to new and expecting mothers, which included several (noncompetitive) mom- and baby-focused brands.

“With our shared mailer to the PostPilot’s audience of new moms, we were able to reach 50k potential new customers, and we saw a ROAS of over 5. So, we definitely reached our goal of connecting with a net new audience.

The process was highly efficient, with a low lift required on our part, and the team was highly receptive to our feedback throughout the process.” - Marissa Kloess

Lookalike Campaign

Following the success (spoiler) of the New Moms shared mailer, Kindred Bravely launched an individual prospecting campaign featuring a bra on the front (pictured below) and an assortment of other maternity and nursing products on the back.

Our data team leveraged AcquisitionAI to build the targeting list, composed of new and expecting mothers (as well as other targeting parameters). In total, this prospecting postcard was sent to 27.4k potential customers.

Results

“Direct mail has helped us cut through some of the noise of digital marketing channels—it’s connecting us with new audiences and re-engaging customers who are ready to come back.”

Let’s check the scorecard.

Acquisition:

• Shared Mail: 5x+ ROI; 1.7% CVR
• Lookalike: 3.07x ROI; 1.88% CVR 

Retargeting:

• MailMatch: 10.4x ROI; 5.37% CVR

Retention:

• All retention campaigns @ 10x+ ROI; 5%+ CVR

It goes without saying, but we’ll say it: Kindred Bravely has seen absolutely incredible numbers with direct mail, across the funnel. 

We couldn’t be happier about the team’s results. 

Kindred Bravely is diversifying their spend away from traditional digital channels, and they’re getting moms more comfortable and functional products at all stages of motherhood.

Win-win.