Case Study: SmileDirectClub achieves 30% conversion lift with Lob's direct mail solution

Leading at home dental service gets a 30% lift by adding direct mail to conversion campaigns

SmileDirectClub, a doctor-directed at-home orthodontic service that offers invisible teeth aligners, needed to smooth “roadblocks” in the customer journey and drive more traffic to its brick-and-mortar “smile shops.” To tackle conversion gaps, SmileDirectClub partnered with Lob and added direct mail—including personalized follow-ups and HIPAA-compliant billing and collections notices—to its acquisition and conversion campaigns.

Lob implemented targeted direct mail follow-ups to people who requested impression kits, using compelling offers, eye-catching design, and personalized directions to the nearest smile shop as an additional conversion channel. The Lob solution produced a measurable impact: SmileDirectClub reported a 30% campaign lift, improved retention, and better movement of customers down the funnel compared with other channels.

SmileDirectClub

Megan Grant

SmileDirectClub