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156 campaign playbooks, built for 52 industries
A playbook is a complete multi-wave sequence: how many mailings, how many days apart, what each one says, and what your front desk says on the follow-up call. Pick the one that matches your situation and the campaign is already built.
No $99/mo, no minimum, no time limit. You fund a wallet before anything mails.
playbooks in the library
industry verticals covered
pre-written waves
week campaign length
Counts reflect the shipped playbook library. Every vertical carries three playbooks: typically a reactivation sequence, an acquisition sequence, and a seasonal or lifecycle sequence.
What is actually inside a playbook
Most direct mail tools give you a stack of postcard art and leave the strategy to you. A PostKnock playbook is the strategy. The art is a separate layer you build in the Design Studio.
Per-wave timing
Each wave carries its own gap from the previous wave, not a generic "send monthly." A dental reactivation waits 28 days between wave 1 and wave 2, then 21 more before the last-chance card. Playbooks also carry a rest period (30 to 730 days) so a contact who just finished a sequence is not re-enrolled too soon.
Per-wave messaging, pre-written
Every one of the 436 waves ships with a headline, subheadline, offer, offer details, call-to-action, bullet points, and body copy already written for that wave's job. Wave 1 introduces. Wave 2 adds urgency. Wave 3 is last chance. You can edit any of it, or send it as-is.
Call-script scaffolding Pro
282 of the waves pair the postcard with a follow-up phone call, timed to land after the card arrives, and each of those waves comes with a script written for that specific wave. The wave-3 script does not sound like the wave-1 script. Your front desk reads it off the screen.
Content guidance
Every playbook carries written guidance on what makes that sequence work in that industry. The offer that converts, the objection to pre-empt, the tone to hold. It sits next to the editor while you customize, so you are not guessing at what to change.
Anatomy of one real playbook
This is the shipped Dental: Lapsed Patient Reactivation playbook, exactly as it applies to your campaign. Three waves over ten weeks, for patients who have not been in for 12 or more months.
| Wave | Timing | Postcard headline | Follow-up call |
|---|---|---|---|
| 1. We Miss You | Day 0 | "We Miss Your Smile" | 10–21 days after the card |
| 2. Limited Time Offer | +28 days | "Time Is Running Out" | 7–14 days after the card |
| 3. Last Chance | +21 days | Final keep-your-records-active card | Postcard only |
Rest period: 90 days: a patient who completes this sequence will not be re-enrolled for three months.
The wave 1 card ships with this copy already written:
- Headline: We Miss Your Smile
- Subhead: It's been a while since your last visit: let's get you back on track
- Offer: Free exam & cleaning for returning patients
- Call to action: Book Your Visit
- Bullets: Evening & weekend appointments · Most insurance plans accepted · Gentle, judgment-free care
Every field is editable. Nothing here is locked copy.
How you actually use one
- Filter by industry, pick a playbook. The picker filters by your vertical, so a dental office sees dental sequences first, not a wall of 156 options.
- The full sequence is copied onto your campaign. Every wave, its timing, and its messaging land on your campaign as editable content, not a locked template you have to work around.
- Build the visual in the Design Studio. Messaging and design are separate layers on purpose. You can swap the look without rewriting the copy, and rewrite the copy without redesigning the card. See the Design Studio →
- Proof it, approve it, launch. Nothing mails until you have seen a proof of the actual card and checked it off.
Playbooks on Free vs Pro
You do not need to pay to browse or apply a playbook. The whole library is open on the Free plan.
Free
- ✓Browse and apply any of the 156 playbooks
- ✓All of the playbook's waves are copied onto your campaign
- ✓Wave 1 is fully editable and sends
- —Waves 2+ stay visible as locked previews: they do not send
- —Call scripts are not attached (Pro)
Pro: $99/mo
- ✓Every wave in the playbook runs, on the playbook's timing
- ✓The playbook's per-wave call scripts attach automatically
- ✓Daily call queue for the front desk, timed to delivery
- ✓Lower per-card pricing, from $0.79 vs $1.05
Upgrading mid-campaign does not restart anything. If you launch a playbook on Free and upgrade later, the locked waves unlock in place, the playbook's call scripts attach to them, and contacts who were parked waiting for wave 2 resume on the playbook's original timing. You do not rebuild the campaign.
Every industry in the library
51 named verticals plus a general-purpose set, three playbooks each.
A sample of the shipped playbooks
Real names from the library, with their wave count and campaign length.
| Industry | Playbook | Waves | Length |
|---|---|---|---|
| Dental | Lapsed Patient Reactivation | 3 | 10 weeks |
| Dental | Cosmetic Whitening & New Year Smile | 3 | 8 weeks |
| Optometry | Annual Eye Exam Recall | 3 | 8 weeks |
| Optometry | New Mover Welcome | 1 | 2 weeks |
| HVAC | Fall Maintenance Special | 2 | 4 weeks |
| HVAC | Win-Back Campaign | 3 | 8 weeks |
| Chiropractic | Posture & Office-Worker Series | 3 | 8 weeks |
| Med Spa | Treatment Recall | 2 | 4 weeks |
| Veterinary | Vaccination Reminder | 2 | 3 weeks |
| Plumbing | Water Heater Reminder | 2 | 4 weeks |
| Roofing | Storm Damage Acquisition | 3 | 8 weeks |
| Auto Repair | Past Customer Win-Back | 3 | 8 weeks |
| Pest Control | Annual Service Renewal | 2 | 4 weeks |
| Real Estate | Past Client Annual Check-In | 3 | 8 weeks |
| Tax & CPA | Year-End Tax Planning | 3 | 8 weeks |
| Audiology | Hearing Aid Upgrade Eligibility | 2 | 6 weeks |
| Orthodontics | Adult Clear Aligner Promo | 3 | 8 weeks |
| General | Customer Reactivation | 3 | 10 weeks |
Playbook Questions
Do I have to use a playbook?▼
No. You can build a campaign from scratch and write your own waves. Playbooks are the fast path, not a requirement. Most people start with a playbook and edit it, because staring at a blank headline field is the thing that stalls campaigns.
Can I edit the copy in a playbook?▼
Yes, every field. When you apply a playbook the messaging is copied onto your campaign as your content: headline, subheadline, offer, offer details, call to action, bullets, and body copy are all editable per wave. Nothing stays linked to a locked master template.
Does a playbook include the postcard design?▼
Messaging and design are separate layers on purpose. A playbook carries the sequence and the words; you build the visual in the Design Studio, where each wave suggests a style shell that suits it. That separation means you can reshuffle the look without touching the copy, or rewrite the copy without redesigning the card.
What happens on the Free plan if I pick a three-wave playbook?▼
All three waves are copied onto your campaign so you can see the whole sequence. Wave 1 is editable and sends. Waves 2 and 3 stay visible as locked previews and do not mail until you upgrade to Pro. If you upgrade later, those waves unlock in place, the playbook's call scripts attach, and contacts waiting for wave 2 resume on the original timing.
My industry is not on the list. Can I still use PostKnock?▼
Yes. The library includes a general-purpose set covering customer reactivation, new customer welcome, and seasonal promotion. The three sequences that work in almost any local service business. You can also start from scratch, or borrow a playbook from an adjacent industry and edit the copy.
Are the phone calls automated?▼
No, and that is deliberate. PostKnock is not a dialer and it does not use robocalls. On Pro, the playbook builds a prioritized daily call list for your front desk, timed to land after the postcard arrives, with that wave's script on screen. A real person makes the call.
Pick a playbook, skip the blank page
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