Direct mail isn't a fit for every brand, and that's okay. Before you build anything, take two minutes to figure out where you stand.
You're probably ready if your brand has:
- $3-5M+ in annual ecommerce revenue
- 50K+ historical customers
- Higher average order value (AOV). Think $75+. Or a lower AOV with a strong repeat purchase rate and solid lifetime value.
- Established market presence with a customer base worth mailing
- A growing segment of customers your email and SMS can no longer reach
- Clean, verified address data
This isn’t a no per se, but it is a stop and think.
- You're an early stage brand. Right now, email and text will give you more return for less investment. Come back when you've built the list and the revenue to support a direct mail strategy.
- You're in a restricted category -- some industries face limitations that make direct mail complicated regardless of how strong your numbers look. Categories we know are restricted or limited include:
- THC brands: out entirely
- CBD brands: case by case, even under 0.03% THC. Talk to PostPilot directly before assuming you're clear.
- Adult content: typically restricted
- Weapons and firearms: typically restricted
Note: This list is not exhaustive. If you're in a category that feels like it could be sensitive, check with PostPilot directly before building a program.
Stop: This isn’t a no per se, but we recommend connecting with PostPilot directly before building a program.
GO! This is a great fit for a Direct Mail Program. Don’t listen to the sign. Run, don’t walk!
Stop: This isn’t a no per se, but we recommend connecting with PostPilot directly before building a program.
GO! This is a great fit for a Direct Mail Program. Don’t listen to the sign. Run, don’t walk!
Now that you know where you stand, let's talk about where to start. Next up: building your direct mail strategy inside Klaviyo.