About ASTR the Label

ASTR the Label is a direct-to-consumer women's fashion brand known for on-trend apparel sold primarily online. With a fast-moving product cycle and a customer base that naturally ebbs and flows with trend and seasonal purchasing patterns, retaining lapsed customers and re-engaging at-risk buyers is a core part of the brand's growth strategy.

The Challenge

Fashion is a category where customer relationships can go cold quickly, a customer buys once around a trend or season and doesn't return. ASTR needed a way to systematically win back lapsed customers, catch at-risk customers before they fully churned, and capitalize on key seasonal moments, all while knowing which specific messaging and format was actually driving revenue rather than guessing.

The Solution

BirdseyePost built ASTR a multi-flow, always-on direct mail retention program running alongside their Klaviyo and Shopify data, rather than a single one-off send. The program includes:

• Winback Letter flows: re-engaging lapsed customers with two creative approaches running in parallel to identify which performs better
  
  

• Churn Prevention flows: targeting at-risk customers before they fully lapse, also A/B tested
  
  

• Seasonal campaigns: capitalizing on key calendar moments with dedicated seasonal creative, also split-tested

Each flow runs monthly as a 6x9 postcard, with every piece carrying a unique SnapCapture QR code tied directly back to the recipient's Shopify profile, so ASTR can see exactly who scanned, when, and whether it led to a purchase, order value, and order number, all inside their BirdseyePost dashboard.

Rather than guessing at what would resonate, ASTR and BirdseyePost A/B tested both the creative and the offer within each flow, comparing different design directions and different incentive structures side by side under real, current customer response rather than assumption or industry benchmark.

Campaign Details

Results

Rather than a one-off test, ASTR's program has run consistently, month over month, across six parallel flows, with SnapCapture giving full visibility into exactly which pieces convert. Against total spend on the program to date, ASTR has generated approximately 9.3x return in directly attributed revenue, with projected customer lifetime value pushing that closer to 13x once the full value of retained and reactivated customers is accounted for.

That visibility is what makes the ROI story here compelling: revenue per recipient has consistently landed well above the cost of a single mailed piece, meaning the program pays for itself many times over on attributed revenue alone.

The average order value from mail-driven purchases has also run notably high relative to the brand's typical order, suggesting direct mail isn't just recovering low-intent purchases, it's bringing back genuinely engaged customers. Combined with a strong volume of real-time SnapCapture scans, ASTR has clear, ongoing evidence that the channel is working, and the data to keep refining which offers and creative perform best going forward.