March 31, 2025
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Using Direct Mail to Enhance Your Welcome Flow
If you’re a DTC marketer, you know that welcome flows are absolutely fundamental to any email/SMS program.
It’s your first impression and first nudges toward driving a first purchase.
But a digital-only welcome flow? That’s so 2024.
Brands are seeing great results using direct mail in their welcome flows to add a low-cost physical touchpoint and drive more first purchases.
Email + direct mail = more conversions.
Here are three reasons why you should add direct mail to your welcome flow, too.
1. Cuts Through the Digital Noise (Guaranteed Attention)
Email inboxes are noisy, crowded, and getting noisier and crowded-er.
Between promotions tabs and spam filters, even your best welcome email might get lost in the shuffle.
That’s where direct mail shines. A postcard doesn’t have to fight for attention—there’s no spam folder in a mailbox. In fact, 80-90% of direct mail gets seen, compared to just 20-30% for marketing emails.
This means that when you send a welcome postcard offering a discount, you’re going to get your offer (literally) into your customers’ hands and be guaranteed to make a statement.
Plus, physical mail has a way of sticking around.
A customer might pin your postcard on the fridge or leave it on their desk (or even in their bathroom for some quality time reading—it’s more common than you’d think!), giving you repeat exposure.
That tangible presence reinforces your welcome message in a way that digital touchpoints alone can’t.
2. Boosts Conversions from New Subscribers
Let’s face it: not everyone who signs up and gets your welcome emails will convert right away.
Maybe they got busy. Maybe they weren’t swayed by just emails. Maybe they didn’t see the multiple messages after getting dozens of others that week.
Direct mail is another tool in the ol’ toolbox to convert those on-the-fence prospects.
By adding a well-timed postcard at the end of your welcome flow, you give potential customers an extra nudge to make that first purchase. This isn’t just a nice-to-have; it’s proven to drive more sales.
The average welcome email series drives about $2.35 in revenue per recipient on its own, but when you combine direct mail and email, brands are driving way more revenue—we’re talking as much as an additional $6+ per recipient per postcard.
And across the board, adding direct mail to your email program in direct mail can yield a significant bump in new customer revenue. In fact, brands that blend email and direct mail report nearly 3x higher ROI compared to email alone (that’s our own data!).
It’s the becoming-a-classic one-two punch: email warms them up, and a postcard or trifold finishes the job.
3. You Can Automate It! (And Automate Revenue)
Using a programmatic direct mail platform like PostPilot, you can automate a direct mail welcome flow in exactly the same way you automate your email/SMS welcome flows.
With our native Klaviyo and Yotpo integrations, for example, you can add a dynamically triggered postcard to be sent at the end of your welcome flow(s)—you can add them at the end of your other flows, too.
For example, you can have a postcard triggered to arrive several days after your last welcome flow email.
A common timeframe to fire off a postcard is 5–14 days after a customer has signed up, but what’s best for you may depend on your particular welcome flow and brand. You may also find that a second welcome postcard may continue to drive incremental revenue.
At PostPilot, your dedicated account manager will be able to advise what makes the most sense for you.
Launching Your Own Direct Mail Welcome Flow (In ~1 Week)
5 steps to automate your own direct mail welcome flow with PostPilot (takes ~10 days):
- Onboard with PostPilot (talk to sales, create an account).
- Connect your Shopify + Klaviyo/Yotpo/Attentive/Omnisend (takes a few minutes)
- Hop on call with your account manager to discuss recommended strategy.
- Send over some of your best-performing email designs, and we’ll create postcards or trifold CardalogsTM based on them.
- You approve. We’ll print.
Postcards in homes to follow a few days later.
And yes, it is actually that easy.
An entirely new channel and entire new way to enhance your email/SMS program with almost zero effort on your part.
Read more about us here.
