Marketing Operators Why Direct Mail Deserves a Place in Your DTC Marketing Mix - and How To Make It Work (Bonus Episode)
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Sep 26, 2025 Michael Epstein, co-founder of PostPilot, shares insights on integrating direct mail into retention strategies. He emphasizes the critical 7-14 days after a purchase and discusses how brands can leverage premium catalogs for impactful impressions that digital ads can't achieve. Epstein reveals how PostPilot simplifies direct mail by enhancing targeting and attribution, while highlighting the importance of predictive analytics and real-time integration. Plus, he explains why engaging existing customers with direct mail often yields better results than targeting unengaged ones.
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Start Mail With Reactivation Cohorts
- Focus direct mail initially on reactivation cohorts and measure 30-day incremental LTV by category.
- Assign clear ownership (retention lead) for those cohort LTV KPIs to drive improvement.
Premium Holiday Mailer As Brand Moment
- HexClad produced a 16-page premium holiday mailer that served as a memorable brand moment.
- Even without immediate sales, the physical piece reinforced brand affinity and content engagement.
Engaged Audiences Can Be More Incremental
- Engaged customers can show higher incremental response to direct mail than totally unengaged ones.
- Multiple channel touchpoints often create halo effects rather than cannibalizing each other.