“The sky's the limit in terms of what you can do with direct mail. As an online brand, the fact that recipients have something tactile makes direct mail feel a bit more credible and real. It also breaks through ‘the clutter’ to an extent too, because your mailbox doesn't get as much action as your email or socials do, so DM is a bit more curated in that sense.”
Knix is a women’s intimate apparel brand founded in 2013. Knix makes high-quality wireless bras, period-proof underwear, sports bras, loungewear, and more which are all specifically designed with their customer’s comfort in mind.
In 2021, Knix chose to partner with SLM for their direct mail prospecting initiatives through the shared mail program. Their main hesitation prior to testing was the concern that direct mail is typically seen as an unmeasurable channel and perceived as unreactive compared to digital channels. Producing efficient and reliable results has always been a core focus for the Knix team, allowing them to scale the channel with confidence.
SLM has worked with Knix to test and optimize the channel and align with their core marketing goals. Since proving out shared mail as a reliable and successful prospecting channel through matchback analyses, Knix has since expanded to retention and retargeting campaigns through Poplar, our platform-based DM offering, with win-back campaigns and trigger-based mailings to lapsed customers. Through consistent A/B testing of different creative elements like imagery, call-to-action, and offer, SLM has worked with Knix to define a direct mail strategy that fits their acquisition, retargeting, and retention goals. For attribution, Poplar’s ability to sync with the Shopify app for importing transactional data has helped improve Knix’s confidence in results with real-time attribution made possible through the platform.
Knix takes a test-and-learn approach to their DM strategy and continues to scale with each campaign. For acquisition, the brand consistently produces sub $20 CPAs for their female-focused national modeled shared mailings translating to 7-9x ROAS on the new customer acquisition level. Knix’s retention and retargeting campaigns through Poplar have produced sub $10 CPOs which yielded 10-12x ROAS.
Poplar is a product of Share Local Media
