At Knack one of our biggest areas of lost revenue or potential was in retention, specifically conversion from the customer's first to second order. This was due to a variety of causes but a significant one was a lack of customer segmentation and behavioral grouping/tracking. By combining these two, I created a campaign to target a group called Defection Risk Whales. The group was identified using our RFM tools and consisted of customers who had high frequency and AOV, but fell off the map. I targeted them with a direct mail piece, using a company called Handwrytten that has amazing machine-written letters almost indiscernible from human handwriting. Working with our copywriter to craft a message from our CEO for the content, I designed the rest of the letter and included a discount incentive. The result was a 6x ROI on ad spend within a month, inevitably more with increasing LTV of non-defected customers.