In case you missed it, our CEO Lewis Gersh’s interview with DMN “One on One: Lewis Gersh on Turning Direct Mail Digital” was named one of the 10 Best DMN Podcasts of 2016. Listen to the full episode here.
Feeling the labor pains of Q4? For many online retailers, the last quarter of the year is akin to childbirth: pain mixed with euphoria then depression and anxiety. That digital marketing blitz gave your business a nice bump, mostly from one-time buyers. Start the New Year strong with a new plan for converting those one-and-done into repeat buyers and even loyal customers. Read CEO and Marketing Land Columnist Lewis Gersh‘s suggestions here.
Let us know how you’re prepping for 2017 in the comments.
Via Retail TouchPoints: World of Watches wanted to influence its customers without getting lost in the noise of digital. Partnering with PebblePost, the brand leveraged Programmatic Direct Mail® to re-engage and encourage visitors to return to the site with an incentive to purchase house brands before they searched competitors. With a 59% Response Rate and 37x Return on Ad Spend, World of Watches has moved from a test of Programmatic Direct Mail® to an evergreen strategy in its marketing mix.
“PebblePost gave us both a competitive advantage at an attractive cost and another means to communicate with an audience who’s inclined to buy from direct mail as opposed to purely online,” said Russell Ackner, CMO of Swiss Watch International, parent company of World of Watches, in an interview with Retail TouchPoints. “We saw an immediate way to communicate with a tangible media that has a longer shelf life than email or ads and can change the perception of our brand and shopping experience. Best of all, it is tied to that consumer’s expressed interest in our brands.”
Read the full story on Retail TouchPoints.
Berlin-based the Hundert releases its “powerful visual expression of the tech scene in New York” with the introduction of the 100 most exciting startups in the city.
The 100 finalists were selected by an expert panel of 40 judges including Arianna Huffington (Founder, The Huffington Post), Ben Lerer (Managing Partner, Lerer Hippeau Ventures), Philippe von Borries (Co-Founder and CEO, Refinery29), Karl-Theodor zu Guttenberg (Chairman, Spitzberg Partners) and Henry Blodget (Co-Founder and CEO, Business Insider).
Read the full release via the Hundert here.
Paul and Lewis dig into Programmatic Direct Mail and what this innovation means for digital marketers. Also hear Lewis’ predictions for what’s ahead for digital and martech.
Sweet news for Halloween fans. Boxed in partnership with Hershey’s has launched a Halloween-themed Programmatic Catalog™. Dedicated to Hershey’s products offered on Boxed.com, the catalog will also feature recipes created for those products.
“It’s truly targeted and relevant to users who have already shown interest in similar products, and they will get it in an extremely relevant and timely manner,” says Nitasha Mehta, Associate Director, Reengagement Marketing at Boxed.
Read the full story on Retail TouchPoints here.
It’s easy to tie ourselves into knots over terminology when debating omnichannel versus multichannel. Our CEO and Marketing Land Columnist Lewis Gersh advises marketers to worry less about semantics and focus attention on what’s working and more importantly, why. Read here about the evolution happening right now and what to expect.
NEW YORK – October 12, 2016 – PebblePost, the inventor of Programmatic Direct Mail®, today announced the launch of the world’s first Programmatic Catalog™. The catalog embodies real-time online interest and intent activity transformed into dynamically rendered, personalized mail pieces, delivered into a postal hub within 12-24 hours every day. Real-time analytics track response and conversion from the Programmatic Catalog™, which enables a marketer to optimize every day’s activity for tomorrow’s in-home media.
The Programmatic Catalog® is created from real-time behavioral data (browsing, keyword search, cart abandonment, etc.) combined with page-level information (e.g., product, content) and a marketer’s campaign rules (audience tagging, A/B testing, geo targeting, etc.). Because the catalog is initiated by online activity, a return visit can be matched and provides real-time analytics on daily response and conversion data for continuous optimization. This data-driven decisioning with high-levels of automation continually enhances efficiency and efficacy of a marketer’s goals.
“Since we’ve been with PebblePost, we’ve seen a significant increase in response and conversion rates. Their platform helps us strengthen the relationships with our customers by offering a personalized experience. We’re excited to be one of the first to use a Programmatic Catalog™ as it offers an additional route to target our customers – helping us in our mission to make shopping for bulk easy, convenient and fun,” said Nitasha Mehta, Associate Director, Reengagement Marketing, Boxed.
“Creativity and individuality are core components of our brand and in many ways a Programmatic Catalog™ is an extension of those ideals. Much like our products, the new catalogs will allow us to connect with our customers through creative, tailored design, especially as we plan for the holidays,” said Brian Hashemi, Director of Marketing, UncommonGoods.
Delivered via First-Class Mail™, this brand-new mail piece brings real-time interest and intent data to the world of in-home physical media, combining content and commerce in one personalized package that consumers can hold in their hands. Each piece is laser-printed and 4×6 in size, with a minimum of eight dynamic and/or fixed pages. Customization options include the ability to add editorial content, tagged promos, and targeted merchandise images, among many others.
“As we approach the busy holiday shopping season, we’re always looking for new ways to engage with our community and help them find their unique style. The Programmatic Catalog™ is a great way to help our customers find the perfect gift for their friends and families, and festive clothing and accessories for their holiday events,” said Margaret Parra, Director of Acquisition, ModCloth.
“Keeping mail vibrant in the digital age is a key goal of the US Postal Service. We are always looking for people and companies committed to a robust advertising marketplace. The Postal Service believes in the future of direct mail, and we applaud and support innovations that make direct mail more personal, delivering the right message to the right person at the right time,” said Jim Cochrane, Chief Marketing and Sales Officer and Executive Vice President, for the United States Postal Service.
“Programmatic Direct Mail® solves several of the biggest problems in digital and direct mail. It’s fraud-free, 100% viewable, and most importantly respectful of the consumer experience as opposed to the often-disruptive nature of digital,” says Lewis Gersh, CEO of PebblePost. “The result is high brand impact that behaves like cash-flow positive response.” The announcement comes as Gersh prepares to accept an Innovation Award at The DMA’s “&Then” event in Los Angeles.
As marketers experience diminishing returns with digital advertising, Programmatic Direct Mail® offers an opportunity to leverage the data intelligence already at their disposal to engage existing customers, email subscribers and website prospects in a relevant and respectful way. Brands including Boxed, Uncommon Goods and ModCloth are among the first of PebblePost’s 100s of marketer partners to expand their campaigns to Programmatic Catalog™ in time for the busy holiday shopping season.
“PebblePost has pioneered the first new marketing channel since search and social — that’s what brands are telling us. This new level of engagement and personalization for marketers is truly differentiated and leading edge. The rocket ship is packed,” said John Elton, partner at Greycroft Partners.
On Sunday, October 16, Gersh will take the stage at the DMA “&Then” conference to receive the Innovation Award for Omnichannel Campaign Management and Marketing Automation. The PebblePost platform is being recognized as a solution for audience engagement, activation and loyalty. The Innovation Award is given to companies that further support both one-way and two-way communications with consumers and business contacts, leveraging cross-device recognition and reach across all channels including POS, email, direct mail, search, display, video, mobile, radio, TV and IoT.
For more information about PebblePost, please visit, PebblePost.com.
PebblePost invented Programmatic Direct Mail® to transform real-time online activity into personalized, dynamically rendered direct mail that’s delivered into postal hubs within 12-24 hours, every day. The company’s patent pending digital-to-direct mail platform integrates segmentation, campaign management, production, analytics and optimization. PebblePost combines the power of intent data with the effectiveness of in-home to achieve far higher response, conversion rates and ROAS. PebblePost® is a venture-backed company based in NYC.
North 6th Agency, Inc. (For PebblePost)
An Adotas Q&A with PebblePost CEO Lewis Gersh about Programmatic Direct Mail® is live today here.
Lewis addresses the creation of this new channel, how it fits into the marketing mix, and what problems it solves for digital marketers. Plus, learn more about his take on what’s next for digital and programmatic advertising. Spoiler alert: privacy will become more of a bugaboo for digital. Read the full Q&A here.