Case Study: Outerknown achieves 40% increase in direct mail ROAS with Measured

Outerknown Increases Direct Mail ROAS by 40% With Audience Testing

OuterKnown, a sustainable clothing brand co-founded by Kelly Slater, faced uncertainty about the profitability and proper allocation of its expensive direct mail catalog program. The marketing team needed to know whether catalogs drove incremental sales or merely correlated with conversions from other channels, and which audience segments—prospects versus returning customers and various recency/frequency/value cohorts—were most efficient. To answer this, they engaged Measured and used Measured’s Audience Testing.

Measured implemented recurring holdout tests across prospect and existing-customer segments to quantify baseline conversion and true incrementality for each audience and tactic. The testing revealed recent buyers and top customers delivered the strongest returns while lapsed customers underperformed, enabling OuterKnown to reallocate prospecting spend to higher-performing channels. As a result, Measured’s Audience Testing helped drive a 40% YoY increase in total program incremental ROAS for H2 2024, a 30% lift in the existing-customer segment, a 50% surge in prospecting effectiveness, and +70% additional incremental sales.

OuterKnown

Josh Gabbe

Senior Director Ecommerce and Digital Marketing