Injinji Used Direct Mail to Reach the Customers Digital Couldn’t

Injinji plans to build more automated retention flows with Klaviyo for more consistent touchpoints. It’s also considering direct mail for new product launches and testing Poplar’s prospecting services to reach new customers.

Injinji had a loyal customer base, but a growing share of those customers weren’t responding to email or paid social. The brand needed another way to reach them with new products and promotions before they drifted away for good. A secondary goal was reaching shoppers who had shown interest in Injinji but hadn’t bought yet. Injinji had sent ad hoc mailers before, but without a platform behind them it was hard to track sends or avoid mailing the same people too often.

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Injinji moved its direct mail onto Poplar to turn one-off sends into a structured program. The team focused first on retention, launching a winback campaign aimed at lapsed customers who weren’t engaging through digital channels. The postcard led with a 10% off offer and a personalized code to bring them back.Poplar’s Klaviyo segment feature lets Injinji pull audiences straight from Klaviyo, and built-in frequency controls make sure no one gets mailed too often. The team has also started testing retargeting, triggering abandoned cart postcards automatically from its existing Klaviyo flows.