For most of my career as a brand owner, I was obsessed with finding alternatives to Meta ads. ( I owned 8 brands over the years btw!!)
Not because Meta does not work. It does. But putting all your acquisition eggs in one basket always made me nervous. Algorithm changes. CPM spikes. iOS updates. You have felt it too.
I found TikTok Shop. That changed everything. Creator-driven commerce that converts at a level I had never seen before.
But I kept wondering what else was out there.
Then I heard what PostPilot is doing and I genuinely got excited.
Why direct mail. And why now.
Direct mail has been around for over a hundred years. Think about that.
Nassim Taleb talks about the Lindy Effect — the idea that the longer something has survived, the longer it is likely to survive. Things that have been around for a long time are not fragile. They are anti-fragile.
Direct mail is anti-fragile. It survived the internet. It survived email. It survived social media. It is still here and it still works. Probably better than ever because nobody else is doing it.
When every brand is fighting for space in the same feed, the mailbox is wide open.
What PostPilot just launched.
PostPilot built a suite of acquisition tools that work the way digital retargeting used to before privacy changes gutted it.
SiteMatch — someone visits your website but does not buy. PostPilot matches them to a physical address and sends them a card. A real card. In their actual mailbox.
MailMatch — you have email subscribers who have never purchased. PostPilot converts their email addresses into physical addresses and reaches them where nobody else is.
AI lookalike audiences — built on your best customers, used to find new ones through direct mail cold prospecting.
The CACs PostPilot is seeing are numbers I have not heard since the early days of Facebook ads.
By the way… I am also working on something I am pretty excited about. A potential integration that would let TikTok Shop brands retarget using direct mail. Imagine a creator posts about your product, someone visits your TikTok Shop but does not buy, and a postcard shows up at their door two days later. Early stages but we will see if we can make it work. Stay tuned.
If you want to test PostPilot and you would like a personal intro to one of the top people there, I know Neal Goyal, their SVP of Sales, personally. He is phenomenal. I am happy to make the connection directly.
Just reply to this email and I will introduce you and get you THE WHITE GLOVE TREATMENT at post pilot!
Two other things before you go: (TikTok Shop related)
Want to go deeper on TikTok Shop and social commerce?
I run a mastermind for brand owners and operators who are serious about building in this space. We cover what's actually working, share results, and learn from each other every week. If that sounds like your kind of room, check it out here:
Ready to launch or scale on TikTok Shop?
Book a call with our team. We will show you exactly what we would do for your brand — no pitch, just a real conversation about what is possible.
Jordan West