Poplar
Poplar is a direct mail automation platform built for ecommerce brands that want to programmatically integrate print into their lifecycle strategy. It offers flexible creative formats, deep data integrations, and full control over segmentation, making it a strong fit for brands that want to scale direct mail alongside email and SMS.
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What It Is:
Think of Poplar as your direct mail control center. It connects with tools like Klaviyo, Shopify, and Segment so you can send postcards and catalogs just like you’d send an email—triggered by behaviors, customized by segment, and measured by performance. Great for teams who want to own the strategy and build direct mail into their broader retention programs.
Role In Your Lifecycle Ecosystem
Activate a New Lifecycle Channel
Bring physical mail into your CRM mix—not as a one-off, but as a smart, ongoing flow.
- Build flows just like email/SMS (e.g. winback, replenishment, milestone)
- Automate based on behavior or lifecycle stage
- Keep messaging consistent across touchpoints
Deepen Retention Through Personalization
Use segmentation logic to make mail feel as personalized as your digital touchpoints.
- Trigger different offers for VIPs, churned customers, or new buyers
- Match creative to the customer’s last product, location, or engagement level
- Drive loyalty and surprise & delight moments through tangible brand presence
Build Print Into Your CRM Stack
Think of direct mail as part of your lifecycle engine.
- Use your CDP or ESP to set triggers and pass audiences
- Test creative, offers, and timing just like digital
- Track responses and feed results back into your CRM strategy
Scale Campaigns Across Lifecycle Programs
Once you’ve got core flows working, scale across multiple retention initiatives.
- Launch seasonal, promotional, and milestone-based campaigns
- Add direct mail to subscription nurture or reorder flows
- Use print to stand out in a crowded digital inbox
Fit:
Goals:
Goals It Supports...
- Improve customer retention
- Convert more customers
- Increase lifetime value
- Launch a new channel, tool or program
- Turn data into insights
Built For:
Best Fit For...
- Brands with in-house CRM or retention teams
- Teams already managing segmented lifecycle journeys
- Brands looking to add direct mail to flows like post-purchase, winback, or churn
Must-Haves:
Must-Haves...
- Shopify storefront
- Existing CRM or ESP integration (e.g., Klaviyo, Segment)
- A clear lifecycle strategy or segmentation framework
Ways To Use It:
Here's how Poplar works...
Poplar gives your team full control to integrate direct mail into your lifecycle strategy—no separate playbook required. Here’s how to start building direct mail into your CRM ecosystem:
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Find moments where digital channels underperform—like winback, reactivation, or post-purchase dropoff—and insert a physical touchpoint to increase engagement.
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Match mailer type to the lifecycle moment: use postcards for winback, folded mailers for loyalty rewards, or mini-catalogs for new product education.
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Use Shopify, Klaviyo, or Segment to build automated workflows just like email. Example: trigger a postcard 30 days post-purchase if the customer hasn’t reordered.
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Tailor creative and incentives to each audience: send a different offer to VIPs than to churned one-time buyers.
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Use Poplar’s reporting to monitor performance, test offers or formats, and optimize based on response rate and ROI—then feed that data back into your CRM.
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Once a few flows are working, expand to other stages like seasonal reactivation, subscription reminders, or surprise & delight milestones.
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