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Gozney Fires UK BFCM Wins with Direct Mail
Background
The Gozney team may be pizza oven experts, but they also know a thing or three about direct mail.
They’ve been a PostPilot customer for over two-and-a-half years (longer if you’re reading this in the future), driving strong results with their direct mail strategy all the while—that includes seeing a 16x ROAS on browse abandonment retargeting in the U.S.
But let’s hop across the Atlantic. Gozney’s leveraged direct mail in the UK, too, both to retarget almost-buyers and to drive repurchases over BFCM.
“The challenge over Black Friday is to reach customers, and that’s tough with all the noise and how expensive ads get. Direct mail lets us re-engage customers who last purchased over six months ago and do it more affordably, and that’s a big win for us.”
-Arthur Brunetti, Retention Marketing Manager @ Gozney
The Tactics
To expand the good Word of pizza ovens, Gozney sent four postcard campaigns in Q4: one in early October, and three in early November.
Retargeting Checkout Abandoners
Most brands have purchase abandonment email flows in place (because they work extremely well). And those same tactics, like all email tactics, can be applied to direct mail (because they also work extremely well).
Knowing this, in October, Gozney added to their direct mail retargeting arsenal by launching a checkout abandonment postcard to UK almost-buyers:
Specifically, we fired off the postcard to all of Gozey’s UK email subscribers who had entered their purchase information for the Dome S1, a more expensive product, but who hadn’t actually purchased.
Although many brands are left to rely on digital retargeting after customers complete email abandonment flows without converting, Gozney has direct mail to get more of those customers over the finish line.
(Added bonus: this was a non-discounted reminder, so the purchases were at a higher margin.)
Driving Repeat Purchases
“We noticed that in the first 30 days post-purchase, over 90% of our new customers are still opening and engaging with our emails. But around 60–90 days, engagement drops to 60–70%, and customers start unsubscribing. Direct mail lets us get in front of them and engage with them offline, which is super effective.”
To Arthur’s point, it can be challenging for high-AOV brands with longer repurchase cycles to stay top-of-mind with new customers. Engagement rates naturally fall, especially after big purchases.
So, what d’ya do?
Put your offers into customers’ hands, of course.
To that end, Gozney took a multi-postcard approach to retention in November, sending previous buyers upsells or “complete the set” offers, depending on their purchase history.
For instance, customers who had dipped their toe into Gozneyland and purchased lower AOV items were offered ovens, like the Roccbox:
Then, customers who had previously purchased products like the Roccbox (and may have been ready to take a bigger Pizza Plunge) were upsold more expensive ovens with two GWPs—a peel and cover:
And on the flip side, customers who already purchased a more expensive Gozney oven received postcards offering complementary accessories:
Results
“Based on the strong results we have from our Black Friday campaigns, we're definitely looking to put more budget behind this year's campaign, especially when it comes to cross-selling accessories.”
We won’t leave you in suspense.
All of Gozney’s UK BFCM direct mail campaigns drove over a 10x ROI, and three of them drove over a 15x ROI.
Translation: direct mail works. For multi-continental brands, too.
It’s cheaper than the cost of a click, and especially over BFCM, it helps brands like Gozney stand out from inbox chaos—after all, not many people have thousands of unopened messages in their IRL mailboxes.
Bottom line, we’re honored to continue to support Gozney’s BFCM (and year-round) marketing efforts and growth story.
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