By
Lob
Every brand has them. The customers who browse but don’t buy, sign up but disappear, or once loved you...and now ignore you entirely. These aren’t lost causes. They’re prime opportunities for reactivation.
Direct mail is a proven way to re-engage lapsed and lost customers. Mail doesn’t rely on algorithms or inbox placement. It reaches customers even if they’ve opted out or tuned out from channels. When automated and integrated with the rest of your marketing stack, direct mail becomes a high-impact reactivation tool that your team can run on autopilot.
These three automated workflows use direct mail to bring customers back – along with channels like email, SMS, and ads. And to explain what makes each one effective, we’ve asked Diana Bannoura, Lob’s Marketing Operations Manager, to share her expert insights on why these journeys work in the real world.
This workflow targets customers who are still engaging – they’re browsing, maybe even adding to cart – but haven’t purchased in a while. They’re not inactive, but they are at risk of slipping away. The goal of this flow is to turn that passive interest into action using a mix of digital and physical touchpoints, and a well-placed promo, before the window of intent closes.
Audience: Existing customers showing recent engagement but no purchase for 60 days
Trigger: Viewed a product or added to cart without checking out
Goal: Convert interest into action before it goes cold
“Customers don’t just go cold overnight. Often, they’re still browsing, but not buying. This workflow targets that gray area with a mix of timely nudges and added value. Direct mail stands out here because it feels intentional and personal, and when paired with digital personalization, it keeps your brand front and center during an important moment in the customer journey.” – Diana Bannoura, Marketing Operations Manager
Some customers buy once and disappear. They liked your brand enough to take that first leap but haven’t made a second purchase. Maybe they’re unsure what to try next, or they’re waiting for extra motivation. This workflow uses social proof at every step to show why others like them are becoming loyal customers.
Audience: First-time buyers with no repeat purchase
Trigger: No activity 45–60 days after initial order
Goal: Drive a second purchase by reinforcing trust through social proof
“Social proof is powerful, especially for first-time buyers who aren’t sure what to do next. This workflow uses reviews, trends, and community cues to guide that second purchase. It’s not just about the offer – it’s about showing that buying again is a no-brainer, because people like them are already doing it.” – Diana Bannoura, Marketing Operations Manager
Renewals are a critical moment in the customer lifecycle and one of the most common drop-off points for subscription-based products and services. Whether it’s for an insurance policy or web hosting, reaching out before the deadline keeps customers around – and in some cases is required by law! This workflow makes the renewal process hard to miss.
Audience: Customers with upcoming renewals (e.g., 30–60 days out)
Trigger: No engagement or action taken 30 days before the renewal deadline
Goal: Prompt the customer to review and renew their coverage, account, or service
“When it comes to renewals, timing is everything to help customers avoid disruption. This journey is paced to stay helpful, not overwhelming, and mail adds a layer of formality and security that reinforces the importance of the deadline.” – Diana Bannoura, Marketing Operations Manager
Lob makes it easy to trigger personalized direct mail from your CRM, CDP, or marketing automation platform so you can scale reactivation without lifting a finger.
Explore direct mail automation with a Lob expert →
