In the highly competitive beauty and cosmetics industry, re-engaging past customers is just as important as attracting new ones. Leading brands are turning to Programmatic Direct Mail to reconnect with high-value shoppers, increase conversions, and maximize incremental return on ad spend.
Here’s how one top beauty brand used a targeted, data-driven approach to exceed its performance goals and drive measurable revenue.
Challenge: Turn Lapsed Shoppers Into Repeat Buyers
This leading beauty brand faced a common challenge: how to re-engage lapsed customers and maximize sales from its CRM audience.
With a goal of achieving at least a 3x incremental return on ad spend (iROAS), the brand sought to boost performance during key promotional periods and drive measurable revenue lift.
To succeed, it needed a way to precisely target past purchasers and deliver relevant, timely offers that inspire repeat conversions.
Solution: Targeted Campaigns That Deliver Results
With PebblePost’s Programmatic Direct Mail, the beauty brand launched ongoing Optimized CRM (OCRM) campaigns, which refine and re-engage lapsed audiences using traits of the brand’s best customers.
Campaigns were refreshed regularly with new creative to align with specific promotions, ensuring the messaging stayed timely and relevant.
For larger promotions, the brand also activated Retargeting campaigns, using promo-specific creatives to reach recent website visitors and encourage purchase completion. The combination of precise targeting and relevant offers created a powerful loop of engagement and conversion.
Outcome: Measurable Impact Beyond Expectations
The results were clear and impressive. From Q1 through Q3, the beauty brand surpassed its performance goal of 3x iROAS, generating $4.3M in incremental revenue.
Retargeting campaigns delivered 8x iROAS, while Optimized CRM campaigns achieved 4x iROAS and a 103% lift in conversion rate.
These results underscore the power of combining precise audience targeting with timely, relevant creative to drive customer retention and measurable impact.
Why Programmatic Direct Mail Works for Beauty Brands
Programmatic Direct Mail is a particularly effective marketing channel for beauty brands for a few reasons.
For one, beauty and cosmetic products are highly visual and experience-driven categories, which makes tangible, well-designed postcards particularly compelling. Unlike digital ads, which can be scrolled past, physical mail captures attention and provides an opportunity to showcase product quality, seasonal launches, or exclusive promotions.
Secondly, beauty brands often have rich CRM data—purchase history, preferences, and engagement patterns—that can be leveraged to create hyper-relevant, high-impact campaigns.
By combining optimized CRM data with precise audience targeting, Programmatic Direct Mail ensures the right products reach the right customers at the right time, turning lapsed shoppers into repeat buyers and driving measurable revenue.
Ready to Maximize Your iROAS?
Connect with our team today to see how your brand can re-engage high-value shoppers, acquire new customers at scale, and drive measurable results with PebblePost.
