#166 Breaking Down a 2,000-Member Mail Club for New Moms
It's official – I'm back! My daughter is 10-weeks old and I am learning every day how to be a Mom. It's a wild ride!
While I was crawling my way through those first weeks postpartum, my friend gifted me a mail club called The Postpartum Post. Every month I receive a letter, artwork, poetry, journal prompts, and a little gift. I love it so much.
Obviously, this got me thinking about mail club memberships, the fulfillment process, and the economics. I interviewed Cameron Moss, the creator of the Postpartum Post, and learned how she grew her mail club from 27 to over 2000 people.
I’ve been thinking about how cookie-cutter community has become. It’s the same platforms, the same structures, and the same playbook over and over.
People often come to us at Affinity wanting the “magic sauce” because we’ve seen behind the scenes of so many communities. But the truth is that your community should be completely different from anything we’ve built before. It starts with building something for YOUR people.
The Postpartum Post is a great example of this!
reading chapter 1 of the Postpartum Post while I snuggled my baby
During Cameron’s postpartum experience she wrote poetry about the complicated feelings she was having, shared it online, and kept hearing some version of “I thought I was the only one who felt this way.”
That response made her want to create something tangible for new moms. She chose snail mail because postpartum can feel so isolating, and there’s something intimate about finding a handmade piece in your mailbox.
She told me she didn’t really test the concept, but I’d argue that she did. She put her work out there, paid attention to what resonated, and built a product that solved for it.
She started with around 27 members and grew to 100 through word of mouth. Then her husband made a video about the club that went viral, and she gained over 1,000 members in a single day. She’s now at over 2,000.
Cameron creates everything herself, including the letters, poems, artwork, and prompts. She prints about half of the pieces herself and outsources the rest. She and her husband stuff, label, stamp, and seal every envelope and take them to USPS (with a 7-month-old at home). Every envelope still passes through her hands.
This level of dedication, care, and time would scare most people off. For Cameron, it’s the point. She wants every piece of mail to feel like it was made especially for the mom opening it.
Cameron charges $12 a month for her mail club which is roughly $24,000 a month in revenue. That's pretty amazing in my opinion.
We’re so conditioned to chase the 50K month and the million-dollar business. But what do you actually need for your family to be happy? That’s something I’ve been spiraling on during postpartum, and I’ll probably talk more about it soon.
The Postpartum Post also includes an online community called "The Village". Cameron said the mail is for reflecting inward, and the community is for reaching outward.
She never wanted the product to just be something pretty in the mail. She wanted moms to know there are thousands of other women awake at 3am feeling the same things.
That’s the kind of community I’m excited about right now – unique experiences that help people feel seen and less alone during hard seasons.
Listen to the latest podcast
In the episode, I share more about how Cameron handles shipping when people join at different times, where she’s taking the brand next, and what I’d be thinking about if I were building a mail club.