Case Study: SmileDirectClub achieves scalable, personalized direct mail and higher response rates with Lob

SmileDirectClub Optimizes the Customer Journey with Automated Direct Mail

SmileDirectClub, a fast‑growing at‑home orthodontics provider, needed a way to scale highly personalized customer journeys across channels and reach prospects who don’t respond to email. To build trust and engage people at critical moments (impression‑kit reminders, treatment‑plan windows, post‑treatment offers), the CRM team sought an automated direct‑mail capability and turned to Lob’s Print & Mail API to embed physical mail into their multi‑channel campaigns.

SmileDirectClub integrated Lob directly into their Salesforce marketing automation so customer data can trigger and personalize mailings from the CRM. The Lob integration eliminated manual list pulls and agency handoffs, letting the team run 13 live campaigns, make on‑the‑fly changes, and drive measurable outcomes — high response rates, strong attribution and significant sales — while supporting international and retail expansion.

SmileDirectClub

Emily Stivison

CRM Marketing Manager