Case Study — How Zogics Used Automation and CRM Data to Win Back Customers

Staff Picks
7 days ago
3 min read

Summary:

Rather than target everyone, the Zogics team focused on segment re-engagement. They zeroed in on dormant contacts inside their CRM—specifically those who hadn’t opened emails or clicked in months.

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When Email Fails, the Mailbox Wins

Email fatigue is real. According to Statista, over 347 billion emails are sent daily—so it's not surprising your reactivation campaign got buried somewhere between a DoorDash promo and a LinkedIn notification.

Zogics, an e-commerce supplier serving gyms, hotels, and wellness facilities, realized this the hard way. Despite using HubSpot to drive their outreach, segments of their customer base had gone cold. These weren’t bad leads—they were simply disengaged.

So, what did Zogics do? They dusted off an old-school tool—direct mail—and gave it a data-driven makeover.

Step One Segment Smarter, Not Harder

They used Postalytics—a direct mail automation platform—to trigger customized postcards based on CRM data from HubSpot. Each postcard contained personalized messaging tied to the recipient's past purchases or industry role.

“We didn’t reinvent the wheel—we just made sure the wheel actually rolled somewhere,” one Zogics team member said in a Postalytics case study.

A Multi-Channel Reminder That Sticks

Zogics didn’t stop at one-and-done postcards. Every mailer was paired with a follow-up email and, where applicable, a direct sales touch. This multi-channel marketing approach—physical + digital + human—created a mini surround-sound effect for each recipient.

And yes, people noticed.

According to campaign data, they saw:

A 500% return on investment within just two months
A significant lift in email open rates among previously unresponsive customers
An increase in reorders from accounts that had gone quiet

Zogics Direct Mail Campaign Impact

(ROI after 8 weeks)

Campaign Element	Engagement Lift	Notes
Postcard + Email	+38% opens	Dormant CRM contacts only
Postcard + Sales Call	+52% response	Sales-enabled follow-ups
Postcard Alone	+20% CTR	Compared to previous email-only

Why It Worked

Direct mail has a physical presence that email can’t replicate. It interrupts—not with spammy urgency, but with tactile relevance. When paired with smart segmentation and real-time automation tools, it becomes more than a flyer—it becomes a trigger.

This isn’t about bringing back analog. It’s about letting physical and digital campaigns work in harmony, powered by the same smart data.

Marketing consultant Neil Patel once put it this way:

“Direct mail can be more effective than email when it’s timely, personalized, and data-driven. People remember what they can touch.”

Practical Steps for Small Businesses

Want to try this at home (or in your CRM)? Here's a simplified process:

Identify Dormant Segments: Use your CRM to filter contacts who haven’t engaged in 3–6 months.
Set Triggers: Integrate with a platform like Postalytics or Lob to automate postcard creation and sending.
Pair With Digital Follow-ups: Use email and call reminders to amplify the impact.
Track Results: Use UTM codes, coupon codes, and CRM tags to track engagement and ROI.

And yes, you can do this with under $1 per contact if you batch smartly.

Just launched your new business and need resources to ace direct marketing at lower costs with higher ROI?

Check out Salesfully’s course, Mastering Sales Fundamentals for Long-Term Success, designed to help you attract new customers efficiently and affordably.

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