Campaign Types
TouchDrop supports three categories of direct mail campaigns: Retention, Winback, and Acquisition. Each category contains specific trigger types that determine how and when postcards are sent.
Campaign Categories
Every campaign belongs to one of three categories based on its trigger type. Each category serves a different marketing objective.
Retention
Keep existing customers engaged and buying again. Targets people who have already interacted with your store.
Cart Abandonment Automated
Sends a postcard when a customer adds items to their cart but doesn’t complete the purchase. Default 24-hour delay, configurable per campaign.
Browse Abandonment Automated
Targets customers who viewed products on your store but didn’t add anything to their cart. Default 24-hour delay.
Post-Purchase Automated
Follow-up postcard after a customer completes an order. Great for cross-selling, thank-you messages, or review requests.
Replenishment Reminder Automated
Reminds customers to reorder consumable products based on their purchase cycle.
Winback
Re-engage lapsed or high-value customers who haven’t purchased recently.
Winback Automated
Targets customers who haven’t made a purchase within a defined period. Bring them back with a personalised offer.
VIP Reactivation Automated
Specifically targets your highest-value customers who have gone quiet. Premium offers for premium customers.
Birthday Automated
Sends a personalised birthday postcard with an exclusive offer. Requires customer birthday data.
Acquisition
Reach new audiences or manually curated lists. Full control over who receives your postcards.
Manual One-time
Manually select recipients from your audience lists. Best for targeted one-off sends.
CSV Upload One-time
Upload a CSV file of recipient addresses. Ideal for imported lists or third-party data.
Klaviyo Segment One-time
Sync a Klaviyo segment to automatically populate your recipient list. Requires a connected Klaviyo account.
Automated vs One-Time
Campaigns run in one of two trigger modes, which determines how recipients are added and when postcards are sent.
Automated
- Runs continuously while the campaign is active.
- New recipients added automatically based on Shopify events.
- Processed daily during the scheduled processing window.
- Used by Retention and Winback campaign types.
One-Time
- Sends once to a fixed list of recipients.
- Recipients defined upfront via manual selection, CSV upload, or Klaviyo segment sync.
- Campaign completes after all postcards are processed.
- Used by Acquisition campaign types.
Processing Schedule
TouchDrop processes automated campaigns on a daily schedule to group postcards efficiently and reduce print costs.
Daily at 2:00 AM AEST
Every day at 2:00 AM AEST, TouchDrop processes all active automated campaigns. It checks for new qualifying recipients, applies suppression rules, and sends postcards to print.
What happens during a processing run
- TouchDrop finds all your active automated campaigns.
- For each campaign, new qualifying recipients are identified based on the trigger type.
- Suppression rules are applied: global suppression window (default 45 days), frequency caps, deduplication, and address validation.
- Postcards are created for each qualifying recipient and sent to our printer.
- If spend caps would be exceeded, the campaign is paused automatically.
One-time campaigns
One-time campaigns process their full recipient list when activated. They do not wait for the daily 2 AM window — they begin processing immediately upon activation.
Activation Requirements
Before a campaign can start sending postcards, several requirements must be met.
Campaign status set to Active
Draft or paused campaigns will not process.
Sufficient postage balance
Your prepaid balance must cover the cost of the postcards. If funds run out, the campaign auto-pauses until you top up.
Template assigned
A completed template must be linked to the campaign before it can be activated.
Klaviyo connection (segment campaigns only)
Your Klaviyo account must be connected in Settings before using Klaviyo segment campaigns.
Valid recipient source
For segment campaigns, you’ll need a Klaviyo segment selected. For CSV campaigns, the uploaded file must pass validation.
Auto-pause behaviour
If your postage balance runs out while a campaign is active, it auto-pauses. Top up your balance and reactivate to resume sending.
Spend Caps
Spend caps let you control how much a campaign can spend over a given period. They help manage budgets on high-volume automated campaigns.
Daily Spend Cap
Limits the total postage cost a campaign can incur in a single day. Once reached, no more postcards are created until the next day.
Monthly Spend Cap
Limits the total cost over a 30-day rolling window. Useful for capping budget on always-on campaigns.
Common questions
What campaign types does TouchDrop support?
Three categories. Retention (cart abandonment, browse abandonment, post-purchase, and replenishment reminders), Winback (winback, VIP reactivation, and birthday), and Acquisition (manual selection, CSV upload, and Klaviyo segment sends).
What is the difference between automated and one-time campaigns?
Automated campaigns run continuously and add new recipients from Shopify events, processed daily. One-time campaigns send once to a fixed list defined upfront by manual selection, CSV upload, or a Klaviyo segment, and complete once every postcard is processed.
When are postcards actually sent?
Automated campaigns are processed once a day at 2 AM AEST, when TouchDrop finds new qualifying recipients, applies suppression, and sends cards to print. One-time campaigns begin processing immediately when you activate them rather than waiting for the daily window.
How does TouchDrop stop the same person being mailed too often?
Every processing run applies suppression before printing: a global suppression window that defaults to 45 days, frequency caps, deduplication, and address validation. Together these prevent duplicate and over-frequent sends without a manual exclusion list.
What do I need before a campaign can go live?
The campaign set to Active, enough prepaid postage balance to cover the send, a completed template linked to it, and, for Klaviyo segment campaigns, a connected Klaviyo account with a segment selected. CSV campaigns need a file that passes validation.
Can I control how much a campaign spends?
Yes. Daily and monthly spend caps limit what an automated campaign can spend over a day and over a rolling 30-day window. When a cap is reached no further cards are created until the window resets, and if your balance runs out the campaign auto-pauses until you top up.
A printed postcard cannot be recalled, so how do I avoid mistakes?
Nothing prints until you assign a completed template and set the campaign to Active, so you review the design before anything goes out. Suppression, address validation, and spend caps then act as automatic guardrails on every run, and a campaign auto-pauses rather than overspending.
Can I pause or stop a campaign myself?
Yes. You can pause or deactivate any campaign at any time, and draft or paused campaigns do not process. A campaign also auto-pauses on its own if the postage balance runs out, resuming only after you top up and reactivate it.