Direct Mail for Specialty Retail
Fuel Sur La Table's Growth with Automated, Personalized Direct Mail
From new store openings and Coffee Foundry launches to cooking class invitations and seasonal campaigns, Sur La Table has more reasons than ever to connect with customers beyond the inbox. Lob helps you automate triggered, trackable direct mail that integrates with your Salesforce stack — turning every expansion, event, and loyalty touchpoint into a measurable omnichannel moment.
Automate Store Opening Campaigns
Trigger hyper-local mailers for new locations like South Coast Plaza and Smith Haven Mall — reaching nearby households with grand opening invites, class schedules, and exclusive offers without manual coordination.
Drive Class & Event Attendance
Send personalized cooking class invitations, Coffee Foundry event announcements, and reminder postcards that integrate directly with your CRM — boosting enrollment and in-store foot traffic.
Measure Omnichannel Mail Performance
Connect direct mail to your ecommerce and marketing analytics with built-in tracking, attribution, and reporting that aligns with Sur La Table's investment in data-driven decision-making and AI analytics.
Loyalty Reactivation at Scale
Automatically trigger win-back mailers and seasonal catalogs to lapsed customers across your 56+ store footprint and online channel — personalized by purchase history, location, and product affinity.
Improve your retail mail ROI – even with a lean team
Direct mail for retail & ecomm marketers
Retail marketing teams are expected to move fast, personalize everything, and prove ROI – often without extra headcount. Lob combines advanced campaign tools and industry-leading infrastructure, so your team can launch campaigns without managing multiple vendors, handoffs, or timelines.
How Lob helps
- Templates and automation: Create reusable templates, then trigger mail via API integrations.
- Routing intelligence: Lob coordinates print, routing, and USPS entry through our print partners to help shrink delivery time.
- Campaign analytics: Integrate with your CRM or CDP to track multichannel campaign results.
See Lob in action
How ecommerce and retail brands use Lob
Add mail to your CRM or CDP
customer journeys
Trigger postcards to reactivate
lapsed customers
Drive digital engagement with QR
codes or PURLs
Mail to new audiences you can’t get
to with email
Send personalized promotions or
offers timed to key events
Launch and deliver new campaigns
faster
25%
of marketing budgets are
going to direct mail in 2026
98%
of leaders say direct mail is
effective for winback
94%
say direct mail is best when
integrated with other
channels
Our experts know retail mail
Read the Q&A from Lob retail experts
How do we add direct mail to existing journeys so it runs alongside our digital channels?
Lob's API integrates directly with your CRM or CDP, so direct mail becomes another trigger in your existing journeys, not a separate workflow. When a customer hits a segment or behavior threshold, you can program mail to fire automatically to amplify your other channels.
What are the best ways to trigger winback mail, and when should it send?
Postcards work well for reactivation since they’re low-cost, easy to personalize, and can be stuck to a fridge as a reminder. Set your trigger based on lapse behavior in your CRM: typically 30, 60, or 90 days of inactivity, depending on your purchase cycle. You may even be able to reach customers that you can’t reach through email.
How do we personalize retail direct mail at scale without slowing production?
Build your template once in Lob with merge variables and conditional logic, then let your customer data do the work. Content, offers, and format can all flex dynamically at send time, whether you’re sending 500 thousand pieces or 500.
Let's Explore How Lob Powers Sur La Table's Next Chapter of Growth
