Turning Existing Interest Into First Purchases

The Lovery, a digital-first jewelry brand, uses Poplar to send postcards to email subscribers and site visitors who haven’t bought yet. Its automated abandonment campaigns have driven strong revenue and ROI.

The Lovery had a large email list and strong site traffic, but many of those shoppers hadn’t made a first purchase. Email and digital retargeting were reaching them, yet a big share still left without buying. As a fully digital brand, The Lovery also had no physical touchpoint to build trust and stay top of mind.

The team needed a way to match email contacts and site visitors to mailing addresses, and to reach high-intent shoppers in a channel they weren’t already tuning out.

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The Lovery moved to Poplar from another direct mail provider for its matching technology, which let the team reach people on its email list by mail.

Poplar now serves as the final touchpoint in The Lovery’s abandoned cart and browse abandonment flows, running year-round. If a shopper finishes the full digital follow-up sequence without buying, they’re triggered to receive a postcard. Mail goes only to high-intent shoppers, which keeps budgets manageable and ROAS high.

The team also runs customer reactivation campaigns throughout the year. Its most recent one paid for itself within the first five days.

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