Ridge's direct mail history and pause

Connor McDonald recounts Ridge's early large-format catalog sends, cost headwinds in COVID, and why they paused direct mail.

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In today’s episode, we’re getting into how and why direct mail can be an impactful part of your retention strategy. We discuss why the first 7–14 days post-purchase are critical, how we’re approaching cross-sells and multi-channel retention, what’s working from postcards to premium catalogs, and where direct mail fits into our overall growth strategies.

We’re also joined by Michael Epstein, co-founder of PostPilot, who talks about how the platform makes direct mail fast and easy for brands to actually use. We discuss why coupon codes and QR scans don’t tell the full story, how holdout testing gives you a real read on incrementality, and what attribution looks like at the household level. Michael also shares how brands are using predictive targeting and peer benchmarking inside the platform, and why premium catalogs can create a brand moment that digital ads just can’t match.

If you have a question for the MOperators Hotline, click the link to be in with a chance of it being discussed on the show: https://forms.gle/1W7nKoNK5Zakm1Xv6

Chapters:

00:00 Introduction

06:02 Multi-Channel Retention Strategies

17:53 Customer Experience and Retention Management

24:00 Direct Mail Campaigns and Effectiveness

30:04 Postpilot and Direct Mail Solutions

43:39 Revolutionizing Direct Mail Marketing

01:03:29 Optimizing Direct Mail Tactics

01:19:36 Acquisition Strategies Through Direct Mail

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