How Roccamore achieved ROAS 27x with Direct Mail
In an effort to support their Italian manufacturers from going bankrupt, roccamore ordered more shoes than they could sell - putting a strain on their cash flow. In response, they made a rare decision to run a sale exclusively for existing customers. To catch 'em all, Postbuddy came to the rescue.
The Short Version
1) A simple letter drove repeat purchases from customers without marketing permissions.
2) Roccamore achieved an average ROAS of 27x across two campaigns, with a 6.4% conversion rate. Their AOV was 43% higher than average, while their return rate was more than halved.
3) Roccamore now plans to automate direct mail with Postbuddy, establishing it as a cornerstone in their marketing strategy.
The Challenge: When Email Works - But Only Gets You Halfway
You can’t say e-commerce without saying email marketing. It’s an essential growth channel, but its popularity comes with a downside: customers’ inboxes are overflowing. A major challenge is that customers rarely open emails or never give marketing consent in the first place. At roccamore, email open rates were high and the impact strong. But for the customers without no permission or engagement, there were no tools left to bring them back.
This isn’t an uncommon problem. When we analyze new customers at Postbuddy, we often find that 60-80% of their email list is inactive
The Solution: A Personal Touch That Brings Customers Back
Despite iOS updates making attribution trickier, eCommerce brands still expect their marketing efforts to be measurable - and roccamore was no exception. They had long wanted to experiment with printed media, but the cost was too high, and the channel lacked the data-driven precision they were used to.
Fast-forward a few months, and Postbuddy entered the picture. Direct mail had become as easy, personalized and trackable as email - just like they knew from Klaviyo.
With direct mail, roccamore could deliver their marketing straight into customers’ hands - literally. Not only because physical mail stands out in an empty mailbox, but also because it is exempt from marketing consent regulations. At Postbuddy, we don’t see direct mail as a replacement for email - we see it as a powerful vitamin boost. The letter only comes into play when email has failed to activate a customer
Once you acquire a new customer, the #1 priority is to drive the repurchase. Each subsequent purchase increases the likelihood of higher lifetime value.
For roccamore’s first campaign, the goal was to reactivate previous customers through two targeted segments:
Winback: Customers who purchased once, didn’t give email marketing consent, and hadn’t made a repeat purchase after 6 months.
VIP Reactivation: Customers who had purchased 5+ times but hadn’t given email marketing consent.
To launch quickly, roccamore sent the same letter to both segments. The design was simple, on-brand, and unmistakably roccamore - soft pink with a strong message from their founder, Frederikke Antonie Schmidt.
With Postbuddy’s seamless Shopify integration, roccamore could track revenue in real time and dynamically scale their budget—investing more as results rolled in.
The Results: 27x ROAS and a New World of Opportunities
What started as a fun experiment quickly turned into a game-changing marketing channel. Postbuddy’s attribution window runs for 60 days, but the conclusion was clear after just one week: this was the first, but not the last time roccamore would use direct mail.
Here’s how the numbers played out:
ROAS 12x on Winback.
ROAS 42.7x on VIP Reactivation.
On average, roccamore achieved a ROAS of 27x, with returns automatically excluded to provide true net results.
Roccamore is now working closely with the Postbuddy team to turn insights from their first campaign into a long-term strategy. Moving forward, when a customer meets certain criteria, a personalized letter is automatically triggered. The approach is simple: mirror the top-performing email flows and apply them to direct mail. Suddenly, the other half of the customer base is reached.
The integration between Postbuddy and Klaviyo makes the process seamless. In Klaviyo, roccamore are able to extend existing email flows with postcards - Abandoned Cart, Birthday, Low Stock etc.
With direct mail now a central pillar of their marketing strategy, we at Postbuddy can’t wait to see what they achieve next!
