Reaching the Unreachable Through Strategic Direct Mail
Outwork Nutrition is a growing e-commerce brand specializing in high-quality supplements designed to help customers achieve their fitness and wellness goals. With a mission to provide consistent, effective nutrition solutions for active individuals, Outwork Nutrition serves a dedicated customer base seeking reliable products that support their health journey.
Dispatch has been working with Outwork Nutrition as a long-term partner for email and SMS marketing. In November 2025, as BFCM approached, the Dispatch team identified a critical opportunity: thousands of lapsed customers who were completely suppressed in Klaviyo, either through unsubscribes or manual suppression due to long-term inactivity, represented untapped revenue potential during the year's most important promotional period.
The partnership expanded to include Post Pilot's direct mail platform to reach these otherwise unreachable customers. Klaviyo, Shopify, and Post Pilot were the primary platforms used.
The Numbers Tell the Story
From the BFCM 2025 direct mail campaign, we achieved the following performance for Outwork Nutrition
Where We Started
Our regular reporting revealed a critical challenge facing Outwork Nutrition and many growing e-commerce brands. Email open rates were declining, deliverability challenges were mounting, and inboxes were more crowded than ever.
Meanwhile, valuable customers who had purchased in the past were either unsubscribed or suppressed in Klaviyo due to prolonged inactivity—meaning traditional email and SMS campaigns couldn't touch them.
As BFCM 2025 approached, thousands of lapsed customers who knew the brand, trusted the products, and had purchased before were completely invisible to Outwork's most powerful promotional period of the year. These customers represented lost revenue that existing channels simply could not capture.
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 lapsed customer reactivation, build precise customer segments based on purchase recency and customer type, and establish a scalable, measurable approach to direct mail that integrated seamlessly with existing Klaviyo infrastructure.
Strategic Segmentation and ROI Planning
Rather than accepting this lost revenue, Dispatch designed a direct mail test to prove that these "unreachable" customers could generate truly incremental revenue—orders that would never have happened through existing channels.
Four precisely targeted customer segments were built: first-time buyers who had purchased 90-180 days ago but were now suppressed, repeat purchasers who had purchased 90-180 days ago but were now suppressed, first-time buyers who had purchased 180-365 days ago but were now suppressed, and repeat purchasers who had purchased 180-365 days ago but were now suppressed.
Every customer in these segments was completely suppressed in Klaviyo, making every conversion truly incremental.
Before spending a dollar, the full ROI projection was built out with clear break-even targets and conservative conversion rate assumptions based on industry benchmarks of 2-5% for direct mail win-back campaigns.
Seamless Platform Integration
Dispatch handled the complete technical integration between Klaviyo, Shopify, and Post Pilot to make this campaign possible.
The team configured Post Pilot to pull customer data directly from Klaviyo and Shopify, including purchase history, suppression status, and mailing addresses from previous orders.
The four customer segments were built in Klaviyo by Dispatch and pushed to Post Pilot for direct mail campaigns using the same workflow as launching an email campaign.
Dispatch configured Post Pilot's analytics to provide complete campaign performance tracking, including opens via QR code scans, conversions, and revenue, all tracked back to individual postcards.
Because the campaign targeted only previous customers with addresses already on file from past orders, no additional address matching was required.
This integration work by Dispatch meant direct mail could be treated with the same precision and measurement as email campaigns, crucial for proving incrementality and ROI.
Creative That Converts
A simple 4x6 postcard was designed that prioritized clarity and conversion. The front featured a bold headline focused on product benefits rather than generic "we miss you" messaging, copy that spoke to what customers were missing by not using Outwork's supplements, emphasis on consistency, progress, and staying on track, and a clear QR code for instant mobile redemption.
The back included a tiered offer structure identical to the email BFCM promotion with spend thresholds at $99, $199, and $299 for escalating discounts, product imagery showcasing what customers loved before, a headline reinforcing that nothing had changed with the same quality and results, a clear offer deadline, and clean, on-brand design focused entirely on driving the scan and conversion.
Physical mailboxes have virtually no competition from brands consumers actually care about, and a well-designed postcard from a brand someone already trusts creates a powerful pattern interrupt.
