Unlocking Longevity Insights Through Strategic Direct Mail
TruDiagnostic is the leading at-home epigenetic testing company that delivers personalized longevity recommendations through their comprehensive TruAge + TruHealth Combo Kit. Created with science from Harvard, Yale, and Duke, this dual-test approach goes far beyond simply revealing biological age by measuring more than 100 key biomarkers for longevity and drawing insights from the largest private DNA methylation database in the world. The TruAge test reveals biological age, speed of aging, and organ-specific aging, while TruHealth provides actionable insights into nutrition and biological systems health, together creating a complete picture that empowers customers with precise, personalized recommendations for optimizing their healthspan.
Dispatch began working with TruDiagnostic in early 2025 to manage their email and SMS marketing strategy, including campaign development and automated flow buildout. Over the past 12 months, this partnership has delivered 72% growth in campaign revenue and 931% improvement in automated flow performance.
As Black Friday Cyber Monday 2025 approached, the Dispatch team identified a critical opportunity to expand beyond email and SMS to reach lapsed customers who were completely unreachable via digital channels. The partnership expanded to include Post Pilot's direct mail platform, working alongside Klaviyo for customer segmentation and data management.
The Numbers Tell the Story
From the BFCM 2025 direct mail campaign, TruDiagnostic achieved the following performance improvements
Where We Started
The audit revealed a common but costly challenge facing TruDiagnostic and premium e-commerce brands with high average order values. While the brand had built a loyal customer base who understood the value of epigenetic testing, a significant portion of previous buyers had either unsubscribed from email, been suppressed in Klaviyo due to prolonged inactivity, or had become completely unengaged with digital communications over the past 90 days. These customers had already invested in understanding their biological age and proven their willingness to spend on health optimization, but traditional email and SMS campaigns couldn't reach them during the most important promotional period of the year.
Meanwhile, TruDiagnostic had never attempted a winback campaign specifically targeting lapsed customers, and direct mail as a channel had never been explored despite the premium nature of the product and the higher lifetime value potential of repeat testing customers. This meant thousands of dollars in potential revenue were being left on the table from customers who already knew the brand, trusted the science, and had experienced the value of TruAge testing firsthand.
The key objectives identified were to generate truly incremental revenue from customers unreachable through email and SMS, prove the viability of direct mail as a strategic channel for high-AOV customer reactivation, build precise customer segments based on purchase recency and engagement status, and establish a measurable, scalable approach to direct mail that could complement existing Klaviyo email and SMS efforts.
"Dispatch has been the best retention agency we have ever worked with! Their team is responsive, nails our brand voice and design on the first round, and increased our campaign and flow revenue by 71% within just months!"
Jayson Gerbec, Growth Marketing Manager at TruDiagnostic
Strategic Segmentation for Maximum Impact
Rather than treating all lapsed customers the same, Dispatch designed a sophisticated two-segment approach that recognized the nuanced differences between customer types and recency of last purchase. The first segment targeted customers who had purchased within the last 365 days, had made no purchase in the last 90 days, and were completely unengaged from both campaigns and flows over the past 90 days—these were recent buyers showing early signs of churn. The second segment captured customers who had purchased in the last 365 days, had made no purchase in the last 90 days, and were fully suppressed in Klaviyo, representing the most valuable winback opportunity of recently active customers who had completely disengaged.
This segmentation strategy ensured that every mailer was sent to someone who either couldn't be reached digitally or had proven through 90 days of non-engagement that digital channels alone wouldn't drive a conversion, making the campaign's revenue truly incremental.
Seamless Platform Integration and Data Management
Dispatch handled the complete technical integration between Klaviyo, Shopify, and Post Pilot to make this campaign possible while maintaining data accuracy and proper tracking. The team configured Post Pilot to pull customer data directly from Klaviyo and Shopify, including detailed purchase history, suppression status, engagement metrics from the past 90 days, and mailing addresses from previous TruDiagnostic kit orders.
The four customer segments were built in Klaviyo by Dispatch using sophisticated filters that combined purchase behavior, suppression status, and engagement tracking, then pushed to Post Pilot for direct mail execution using the same streamlined workflow as launching an email campaign. Dispatch configured Post Pilot's analytics dashboard to provide complete campaign performance tracking, including QR code scan rates, conversions, revenue attribution, and cost per acquisition metrics, all tracked back to individual postcards and customer segments. Because the campaign targeted only previous customers with addresses already on file from past kit deliveries, no additional address matching or data enrichment was required. This integration work by Dispatch meant direct mail could be treated with the same precision, segmentation sophistication, and measurement rigor as email campaigns, which is crucial for proving incrementality and justifying the higher cost per contact compared to digital channels.
Creative That Reflects Premium Positioning
The direct mail creative was designed to match TruDiagnostic's premium, science-backed positioning while driving immediate action during the Black Friday Cyber Monday promotional window. The front of the 4x6 postcard featured bold typography announcing "BLACK FRIDAY SALE" with "GET UP TO $500 OFF" as the dominant visual element, establishing the urgency and value of the offer immediately. The TruDiagnostic logo and tagline "The Epigenetic Company" reinforced brand recognition, while a lifestyle image of the TruAge + TruHealth test kit being held created a tangible connection to the product previous customers already knew. The copy emphasized joining to "get the complete picture of your cellular health" and positioned the offer as an exclusive opportunity to take action on longevity insights. The back of the postcard maintained the premium aesthetic with product photography, clear messaging about the offer validity period from November 17 through December 1, 2025, and prominent display of the promotional code BFCMCARD25. A QR code with the call-to-action "SCAN TO SHOP AT TRUDIAGNOSTIC.COM" enabled instant mobile redemption without requiring customers to manually type a URL. Physical mailboxes have virtually no competition from health and wellness brands consumers actually trust, and a well-designed postcard from a science-backed company someone already purchased from creates a powerful pattern interrupt that email simply cannot achieve with suppressed or unengaged customers.
