Examples

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Remember pouring over holiday catalogs and using sharpies to circle toys and video games and clothes?

It’s been that way for generations.
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Direct mail’s always worked. It just works way better now.

Brands, retailers, and department stores have been using direct mail for nearly 120 years. Here's a look at some historical mail from around the world.

Sears Wish Book

Est. 1933 - USA

Before a wishlist was something on a notes app, it was a catalog with well-worn, dog-eared pages and circled products. Sears' catalog was a fundamental component of the holiday experience in the U.S. for generations. Pictured edition is from 1993.

Spiegel

Est. 1905 - USA

Spiegel's first catalog came out even earlier than Sears! Spiegel was a retailer founded in Chicago by immigrant Joseph Spiegel. The history is a bit murky, but Spiegel may have been *the* direct mail pioneer. Pictured edition is from the 1950s.

Teen Look

Est. 1968 - Japan

A weekly (yes, WEEKLY) fashion magazine targeting high school students in the late 60s–early 70s. Illustrated by Yamaguchi Harumi. Pictured edition is from 1969.

Mesbla

Est. c. 1930s - Brazil

The iconic Brazilian department store had a widely circulating catalog during its heyday in the 70s and 80s to get into homes across the country. Pictured edition is from the 1970s.

J.Crew

Est. 1983 - USA

Bet you didn't know this... J.Crew was previously called Popular Merchandise, Inc. and was founded back in 1947. It was rebranded to J.Crew to sound sportier (crew = rowing) in 1983, and the first catalog launched that January. J.Crew actually stopped the beloved catalog in 2017 but brought it back in 2024 to much fanfare. We can't speak for everyone, but we're so glad it's back.

Nintendo Power

Est. 1988 - USA

Although known as an iconic gaming mag, Nintendo Power had frequent merch available plus entire editions that were catalogs with dozens of Nintendo products available for purchase. Anyone else get a Nintendo 64 carrier from Nintendo Power? Anyway... Pictured edition is from 1998.

Toys "R" Us

Est. c. 1970s - USA

A Black Friday and Holiday staple for decades. Millions of children poured over Toys "R" Us Black Friday and Holiday catalogs. Pictured edition is from 1993.

Taiwan Toys

Est. c. 1980s - Taiwan

Taiwan's toy economy began booming in the 1980s, and manufacturers needed a surefire way to get international eyes on their products. Taiwan Toys was one of those ways... a hand-held toy marketplace for kids around the world. Pictured edition is from 1980.

Amazon

Est. 2018 - USA

Yes, THAT Amazon. Amazon released their first holiday catalog 8 years ago, but it's grown in popularity every year. Because as we all know... direct mail works. Pictured is the 2025 edition.

A look at some (much more recent) mail powered by PostPilot that's driving results for ultra-successful brands.

We stand on the shoulders of giants.

HexClad

Nearly $3M over BFCM · MailMatch™

HexClad had the emails but not the mailing addresses. MailMatch™ found potential buyers' mailboxes, and one programmatic postcard drove nearly $3M over BFCM season. (Is it any wonder that HexClad's leaned into mail more and more and more for the last 5 years?)

Caddis

5.92x iROAS · second-purchase flow

Caddis solved their "one time buyer problem" with postcards to get seen and drive second purchases. And given that level of incrementality... they sure solved it.

Red Land Cotton

9x ROAS · automated welcome postcard

Red Land Cotton's a family-owned brand that makes everything in the U.S. The team cares deeply about making a real connection with customers. So, they're warming their Klaviyo welcome flow further with a beautiful postcard, to keep the welcomes rolling out year-round.

TravelPro

Up to 20x+ ROAS · winning back "unreachable" customers

TravelPro added direct mail to connect with long-unsubscribed customers. Those "unreachable" win-back segments came back drove a kinda bonkers 20x+ ROAS over BFCM. 'Tis the season for high returns.

Gozney

UK BFCM wins · retarget + retain

Some international mail comin' atcha. Gozney used PostPilot to drive both net-new and repeat purchases over BFCM in the UK. 10x returns across the board.

Petite Keep

6.36x iROAS · prospecting with AcquisitionAI

Petite Keep opened a net-new prospecting channel with AcquisitionAI. The results were, to say the least, wildly incremental, at a holdout-tested 5x+ iROAS. This is going to power some crazy results over BFCM...

Made In

4.39x iROAS · bundle offer + gift with purchase

Made In led BFCM with a bundle and a gift-with-purchase on top. Higher AOV, thinner discount, more holiday margin. Holdout-tested at 4.39x iROAS.

The Direct Mail Hall of fame

Cataloging history