Notes

How a New York City startup is reviving print mail marketing
uhren herren

It’s hard to imagine in today’s digital-first environment companies would still invest in print mail marketing. I actually doubt very many people still check their mailboxes unless they’re waiting for an Amazon delivery.
New York City-based PebblePost is betting that I’m wrong.
The company pioneered a real-time system called Programmatic Direct Mail, which leverages online user data to create more effective print mail marketing campaigns.
The platform tracks metrics such as cart abandonment and keyword searches to generate constantly changing print marketing based on the results. According to the company, the marketing materials can be created within 24 hours of a shopper visiting a website.
Founded in 2014, PebblePost currently offers two formats: postcards and catalogs. The postcards are exactly what you would imagine. The catalogs are at least eight pages and include a mix of editorial content, merchandise and promotions. Popular consumer brands such as Allbirds, TUMI, Peloton and Dyson have already starting using the platform. In the future brands will be able to send customers sealed envelopes, oversized postcards and trifolds, per the company website.
Venture firms have also shown significant interest in the company. PebblePost has raised $111 million over eight funding rounds. Most recently, the company brought in $31 million in Series C funding led by Capital One Growth Ventures.
Every retailer’s goal is to convert shoppers into customers. PebblePost is proving its possible to do that through insight-powered print marketing. Eight percent of all mail sent through the company’s Programmatic Direct Mail system results in a purchase, according to its website.
There’s still something very nostalgic and impactful about print products. People still appreciate well-designed magazines, newspapers and books. There’s powerful marketing and brand value in that concept.
Digital marketing and advertising firms are clawing for consumers’ attention. The main benefit of digital communication is that brands can constantly reach their customers. But, this dilutes the impact of each interaction. The infrequency of print marketing can be treated as an opportunity to create more unique customer interactions.
PebblePost’s value proposition is helping retailers maximize communication with their customers through meaningful and personalized marketing.
The relationship between digital and print marketing is similar to ecommerce and brick & mortar retail. Physical stores aren’t going to disappear — they’re going to transform into smaller, more experiential spaces. Print marketing might not disappear either, but it will most certainly change.
In both scenarios, digital assets are being used to enhance physical assets, not replace them.

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