Best Practices for Automated Direct Mail Campaigns

Effective marketing means getting the right message to the right person at the right time. With automated direct mail, companies can now connect digital behavior with personalized direct mail. Automated direct mail can be seamlessly triggered, personalized and sent based on customers’ digital behaviors. This makes direct mail as easy to send as email.

Better yet, by leveraging programmatic technology, each piece of mail can be sent while products are still top of mind. One company saw conversion rates as high as 40% using this strategy.1 If you have the budget, consider contacting a mail service provider who can help handle the fulfillment, shipping and tracking of your automated direct mail campaigns.

To optimize an automated direct mail campaign, companies must identify the right digital behavior triggers for their marketing needs. Below, we dissect the triggers and messaging that can help you create effective programmatic direct mail for four different marketing stages.

  1. 1

    Awareness Stage

    A common trigger for this marketing stage entails a user browsing an e-commerce site without making a purchase. The programmatic technology behind automated mail can capture a number of events for this purpose: customers browsing the homepage, category-level pages, and product pages. To drive conversion, a business should tailor messaging to the user’s activity. For example, send a mailpiece as simple as a postcard that speaks to trends or sales in a category they were exploring.

  2. 2

    Consideration Stage

    Users in this marketing stage have a slightly different behavior. Possible triggers for these customers include: consistently browsing the same product pages over and over or signing up for a retailer’s email list. To drive conversion in this case, send a mailpiece that highlights the specific brand they were interested in with an offer to help first-time customers make a purchase.

  3. 3

    Purchase Stage

    In this marketing stage, the telltale trigger for purchase behavior is the abandoned shopping cart. Over four trillion dollars of merchandise is left unpurchased in digital shopping carts each year.2 When creating mailpieces for these customers, it’s important to remind them what’s been abandoned. Up the ante of the message by offering the customer a discount on their next purchase.

  4. 4

    Loyalty Stage

    Following the Pareto principle, 80% of sales come from 20% of customers. That means loyalty mail can have a lasting impact on your bottom line.3 The trigger for this marketing stage is simple—once a customer makes a purchase. Use direct mail to upsell products that complement their recent purchase or deliver information about your loyalty program, if you have one. If you choose the latter, describe the perks of joining the program and the long-term savings customers can see.

In Conclusion

Automated mail sits at a powerful crossroads of digital and direct mail, thanks to programmatic technology and personalized print messaging. With the right marketing strategy, the right triggers, and the right message, any size business can begin targeting and converting prospects into customers.

Combine the Power of Direct Mail with Email

With the Informed Delivery® app, email notifications and dashboard, USPS® turns direct mail into a digital experience. Consumers can see what’s coming in their mailbox from their inbox. They can also tap into interactive digital elements—all from their smartphone or desktop. Let’s explore the process from start to finish.

Informed delivery step‑by‑step

  1. 1

    Your business creates a direct mail campaign.

  2. 2

    You provide USPS with the required digital content for the mailpiece—a ride-along image and URL for promotion.

  3. 3

    You send your direct mail campaign to your targeted list of recipients.

    88%

    of users check their Informed Delivery notifications 4 to 5 times per week or more.1

  4. 4

    While routinely checking their Informed Delivery app, email or dashboard, a recipient gets a notification and sees a digital preview of the letters in their mailbox that day, plus the interactive content attached.

  5. 5

    The recipient clicks on a ride-along image below an image of your mailpiece to take advantage of an offer.

  6. 6

    The recipient returns home to retrieve and respond to the direct mailpiece in their mailbox.

    68%

    of Informed Delivery users say they act on digital promotions from emails at least once a month.2

Make an impression—Three times over

The Informed Delivery feature gives businesses three opportunities to break through to consumers and ultimately convert them.

First Touch
When the consumer checks the Informed Delivery app, email or dashboard and views ride-along content below an image of their mailpiece.

Second Touch
When the consumer opens the same piece of mail at home.

Third Touch
When the consumer takes advantage of a special offer included in the mailpiece.

Deliver your message straight to a consumer’s inbox and mailbox. Learn more about this new service at informeddelivery.usps.com

7 Reasons Why FinTech Companies Need Programmatic Direct Mail

In a competitive market like financial technology, where growing startups brush up against traditional finance companies, marketers need a way to differentiate and convert customers. One way to turn prospects into customers is through programmatic direct mail.

By observing the actions of prospects on your website or mobile app, you can trigger personalized direct mail that is sent out within 48 hours of the interaction.

Direct Mail Has a Huge Impact

Reaching people in their mailboxes can impact growth.

In fact, one financial services company found that 90% of borrowers were acquired through offline channels — the largest of which was direct mail.1

Compared to emails and display ads, direct mail:
Generates 10% more customers2
10%
Has a 90% or higher open rate (compared to email’s 30%)3
90%
Drives 60% of consumers back to the website4
60%
Has a house-list response rate of 5.1%
(compared 0.06% click-through rate on digital ads)5
5.1%

Mail is also secure. There are more than 200 federal laws enforced by the Postal Inspection Service to protect Americans from fraud.6 This assurance, as well as the less intrusive and more tactile experience of direct mail, leads 76% of consumers to trust direct mail when it comes to purchasing decisions.7

Programmatic Direct Mail Converts Prospects

When you use data gathered from digital channels to inform direct mail pieces, you get the best of both worlds. You can understand what a visitor to your website or mobile app is interested in based on what they looked at, then send a personalized piece of direct mail to help convert them from prospect to customer.

7 Reasons to invest in programmatic Direct mail

1

Combining the scale of digital and the efficacy of direct mail yields close to a 40% conversion rate.8

40%

In a space as competitive as FinTech, where customer acquisition costs are high, conversion rates matter. When a company sends a personalized email, conversion rates hover between 1% and 5%.9 A physical direct mailpiece is 8 to 40 times more effective, converting close to 40% of prospects into customers.8,9

2

Used together, digital and direct mail can result in 20% or higher response rates.10

20%

That’s ten times higher than the response rate for all digital channels combined and more than 200 times higher than the click-through rate for digital retargeting.10 To get prospects to invest, borrow or bank with your business, consider using programmatic mail to translate digital behavior into an opportunity to engage and ultimately convert prospects.

3

Multi-channel campaigns saw a 37% increase in response over single-channel campaigns.11

37%

On its own, direct mail outperforms other marketing channels. But combining direct mail with other digital media, such as email, gives you a greater chance of reaching your customer with the right message at the right time. A site visitor may not be ready to sign up today; if you send regular reminders to their inbox and mailbox, response rates could see growth.

4

One study showed that using direct mail and digital media together increased customer purchase or signup intent by 10x.12

10x

FinTech businesses need a sustainable customer base to survive. When digital media and direct mail are used in conjunction, one large study of a telecommunications advertiser showed a brand-to-customer connection that is 10-times stronger than digital-only campaigns.12 This translates to greater rates of consideration or intent to sign up and could mean a strong opportunity to capture and convert consumers in search of investing, borrowing or banking services.

5

Research has shown that campaigns that use direct mail and digital together produced 10% higher brand recollection than single-channel digital campaigns.13

10%

Brand recognition is vital for FinTech companies solidifying their place in the market. Using well-branded content across digital and direct mail channels has been shown to increase a customer’s recollection of a business: Brand memorability in one study was 5.5 times higher after an omni-channel campaign than that of a digital-only campaign.12 When a person recognizes a brand in a competitive market, they are more likely to give that company their business.

6

Recipients of omni-channel campaigns paid 39% more attention to the messaging than to that of single-channel campaigns.12

39%

Messaging helps differentiate your FinTech business from competitors. When you use a mix of digital media and direct mail to communicate a consistent message, people will pay more attention than they would if you were using just one channel or the other.

7

Research has shown that integrating digital and direct mail in campaigns resulted in 5% higher emotional intensity than single-channel digital campaigns.13

5%

Ninety-five percent of purchasing decisions are made subconsciously, based on emotional connections and brand recall.14 It’s possible that positive emotions could correlate to an increase in a prospect’s likelihood of investing, borrowing or banking with you instead of your competitors.

Key Takeaway

Combine your rich digital data with effective direct mail communications to create a comprehensive marketing campaign that works. You can convert prospects visiting your site into customers at a higher rate and build a strong, loyal customer base that will help your FinTech business stay ahead of the competition.

USPS Can Help

Looking to learn more about programmatic mail? USPS representatives can help you find the best solution for your business needs.

Connect with Us

Make Your Direct Mail Smarter This Holiday Season

The months leading up to the holidays can be a particularly demanding time for senior-level marketers.

For some retailers, the holidays can account for as much as 30% of annual sales.1

And with customer expectations at an all-time high, marketers are increasingly accountable for their spending and under pressure to show clear-cut business results.2

Fortunately, by implementing various technologies, marketers can better reach customers, and track campaign success to understand what is and isn’t working. Read on to learn how you can use technology to make your direct mail campaigns intelligent for the holiday season.

How to make your holiday mail more sophisticated.

By marrying print and digital, you can ensure that your direct mail campaigns yield powerful insights.3 Consider implementing the following technologies in your next direct mail campaign:

Add a QR code to your mailpiece.

Quick Response (QR) codes, which look like barcodes, can be scanned with a smartphone, prompting a related app or website to open. Think of QR codes as a way to provide your customers and prospects with additional value. In one example, a grocery store retailer used direct mail to send food-themed magnets with QR codes, which, when scanned, allowed customers to instantly buy grocery store items from the comfort of their home.4

Include an NFC chip in your direct mail design.

Embedding Near Field Communication (NFC) microchips in your mailpiece will allow you to instantaneously transmit information through short-range radio waves to NFC-enabled smartphone devices. Unlike QR codes, NFC does not require users to download an app or open a separate web browser, enabling a seamless experience. In one example, a musician engaged her fans by embedding an NFC tag on a mail piece that gave them access to extended album content, including song lyrics, photos and videos.5

Consider incorporating Augmented Reality (AR) in your design.

With AR, you can transform a piece of mail into an interactive experience by layering digital graphics over a physical mail piece. In one example, a surf camp sent a mailpiece featuring an image of waves as the AR trigger that prompted recipients to download the AR app. This in turn, activated the AR experience, which concluded with a promotional offer.6

With each of these technologies — QR, NFC and AR — you’ll be able to gather a rich pool of data and learn about your most-interested customers, allowing you to refine and better target your future direct mail campaigns.7

Add a PURL to your direct mail design.

A PURL is a personalized URL that features the recipient’s name in the link and leads them to a personalized landing page. By including a PURL in your direct mail copy, the recipient can access and complete a response form prepopulated with information from the direct mail. This is a surefire way to capture leads.8

Go one-step further by adding a remarketing code to your PURL.

After a recipient views your mailpiece and visits the personalized landing page, you can then tag them with a cookie so that they can receive an ad later while browsing the internet, redirecting them back to your website to help drive conversions.9

Send your direct mail to a targeted group.

Similar to the above approach, you can serve online ads to the targeted niche group that received your mailpiece to leave a lasting impression.10

In Summary

Direct mail is more intelligent than ever before. Each of the technologies described above can provide you with a rich pool of data, allowing you to better target your customers with more relevant messaging, ultimately resulting in a stronger return on investment.11 Consider how implementing smarter direct mail campaigns can help you reach your marketing and sales goals.

3 Companies Talk Holiday Shopping, Abandoned Shopping Carts and Programmatic Mail

Abandoned shopping cart rates are a burden for many businesses, especially so during the holidays. In fact, 3 out of 4 shoppers never complete the intended purchase on a site.1 And with the holidays driving a frenzy of online shopping, those rates can be even more problematic.

To combat this problem, companies have turned to a new marketing tool: programmatic mail or, in simpler terms, automated mail triggered by programmatic technology. Programmatic technology monitors users’ digital behaviors to trigger personalized mail that’s sent within 24-48 hours while brands are still top of mind. We spoke to three vendors about the role programmatic mail has played in their clients’ marketing. Read on to hear from executives at Printing for Less, Amazingmail and Amplified Mail.

What is a common holiday concern for the brands you work with?

“We recognize there is always a percentage of people that prefer to shop around and add products to the shopping cart for future orders. We find holiday time intensifies abandoned shopping cart rates because people are purposely window-shopping and holding before making an educated purchase.”
—Devin Smalley, Director of Program Management, Amplified Mail

“Abandoned shopping carts are certainly a concern and big focus for our B2C customers year-round. B2B customers don’t necessarily have abandoned carts but are often concerned with abandoned sales cycles or deals that have suddenly gone cold.”
—Frances McCutchon, Director of Marketing, Printing for Less

“Shopping cart abandonment is a significant issue for our brands. Many employ a cross-channel strategy to address it.”
—Dave Olesen, Executive Vice President, Amazingmail

How do you leverage programmatic mail to target abandoned shopping cart rates and lower them?

“Overall, we work on constant improvements to lower abandoned shopping carts. It can be difficult to accomplish. Our focus continues to be re-engaging potential customers with programmatic direct mail or email to bring them back quickly for a completed shopping cart order. On average, we wait two days before sending an email if the mailpiece is First-Class. Waiting time is longer for standard, marketing-class mailpieces.”
—Devin Smalley, Director of Program Management, Amplified Mail

“Both B2C and B2B businesses combat abandoned shopping carts and sales cycles by triggering direct mail through our company’s customer relationship management system (CRM) and marketing automation platform (MAP) integrations. When the CRM or MAP signals that an item has been left in a cart, programmatic direct mail, or tactile marketing automation as we like to call it, triggers a data-driven direct mailpiece to be sent.

Programmatic direct mail leverages variable fields which populate text and images unique to the receiver. In the abandoned shopping cart case, you could automatically populate the direct mailpiece with an image of the item left in the cart and the person’s name in the copy.”
—Frances McCutchon, Director of Marketing, Printing for Less

Why is programmatic mail an effective medium in this regard for combatting high abandoned shopping cart rates?

“People are growing more and more conditioned to ignore digital messages—and are especially overwhelmed by the quantity of messages during the holidays—so a personalized print piece stands out and gets noticed. Print is inherently more engaging and memorable too, so customers are more likely to follow up and complete a transaction.”
—Frances McCutchon, Director of Marketing, Printing for Less

“We believe programmatic mail is not effective on its own. There are analytics that show segments of our population are impacted by direct mail. We have seen for years that adults 50 and older tend to have higher direct mail response rates than younger age groups. However, recent numbers show us that 25- to 35-year-olds are responding well, specifically when it comes to programmatic mail. Our goal is using direct mail as our primary medium, but it’ essential to integrate additional mediums based on what we know about the consumer.
—Devin Smalley, Director of Program Management, Amplified Mail

“It has been demonstrated by USPS-sponsored neuroscience research that digital and physical advertising are complementary.2 In the case of cart abandonment, buyers hesitate for one reason or another. There is pause and reservation. The use of a physical advertisement has been shown to have “a longer-lasting impact than digital” and may serve to increase confidence in a brand. Moreover, there appears to be a ‘greater subconscious value and desire for products advertised in a physical format.’2
—Dave Olesen, Executive Vice President, Amazingmail

Do you have real-world examples of companies who have succeeded at lowering abandoned shopping carts with programmatic mail?

“We have one customer who focuses on selling blinds and curtains. They use [a marketing automation software] to listen for cancelled consultation appointments and also for people who have not purchased 20 days post-consultation. Those data points trigger personalized postcards that include a limited-time discount offer.

The customer just started with this program, so no hard numbers yet, but it is a great example of how tactile marketing automation helps you to send relevant offers to those who it will impact most. Customers not only automate their direct mail programs and cut out messy spreadsheets, but they can optimize their direct mail spend by letting the data dictate who deserves a printed piece.”
—Frances McCutchon, Director of Marketing, Printing for Less

“Yes, we have seen success using programmatic mail for [an automobile client’s] web portal software business. One of our web portals for the company produces millions of mailpieces on a monthly basis. We measure users and web actions on our portal and make decisions to contact them based on mail templates they look at and other data fed to and from the website.

In another area of the business, we leverage car technology to trigger direct mail. Consumers around the country drive [these] vehicles with connected systems that track vehicle performance. When an alert lamp comes on in a vehicle, our website is notified within minutes. In some cases, this data triggers direct mail to be sent to the consumer with a call to action and offer personalized to the consumer’s dealer and service needs.”
—Devin Smalley, Director of Program Management, Amplified Mail

In Summary

The holidays are a crucial time to convert customers and lower abandoned shopping cart rates. Thanks to the quick turnaround of programmatic mail, companies have been able to move the needle on this important statistic. By sending timely direct mail based on a customer’s digital behavior, you too can help your holiday business with this marketing tool.

How Informed Delivery® Can Triple the Impact of your Marketing Message

In a world inundated by ads, it can be challenging as a business to reach your audience effectively. Help your marketing messages make a greater impact. With Informed Delivery® from the United States Postal Service, you can connect one direct mail campaign with potential customers three times: through email, digital ride-along content and the mail piece itself. Watch our video to see how your direct mail can reach customers in the physical and digital worlds, and help deliver improved sales and ROI.

4 Technologies That Can Revive Your Catalog Marketing

Print has proven time and again to play an integral role in marketing. While digital ads are ever present, a U.S Postal Service® survey showed that 92% of households report having a strong attachment to mail and even look forward to receiving mail each day.1 Catalogs especially are known to have positive associations, improve brand recall, and drive customers to a brand’s website. The challenge is standing out from competitors.

Engagement and brand storytelling are essential in creating memorable catalogs, and technology can add new dimension to an already popular and successful marketing tool. Read on to learn about four ways to elevate your next catalog campaign.

Augmented Reality

Augmented Reality (AR) technology seamlessly combines the digital and physical worlds to provide your customers with an interactive experience that’s exciting and unexpected. Utilizing this technology has been proven by one study to increase the likelihood of a purchase up to 88%.2

AR layers digital graphics over your customer’s surroundings. Incorporate a visual trigger into your catalog for your customers to activate with a smartphone camera. Then they’ll see your product come to life in any way you imagine.

Virtual Reality

Virtual Reality (VR) is another game changer. Now your catalogs can deliver a message that comes to life before your customer’s eyes, right from their living room. Proven to revolutionize the shopping experience, the VR industry is expected to become a $10-15 billion market by 2022.3

Utilizing this technology and including a mailable headset in your catalog gives your customers everything they need to see your products in a whole new light.

Video-Enhanced Print

Video content is versatile and delivers your message instantly. You can incorporate this technology in your catalogs in several ways: embed a paper-thin screen into a mailpiece, direct customers to dynamic digital content or have your visuals come alive right on the page with video-enhanced print.

One simple way to incorporate this technology is through a QR code®.4 Launch digital content from your catalog with a QR code® that leads customers to time-sensitive promotions or your online shop. Catalogs with video-enhanced print can help mesmerize your audience and increase your product awareness.

Near Field Communication

Near Field Communication (NFC) is the new frontier of wireless technology. There are many exciting ways to use this technology that bridge a physical catalog with the digital world.

NFC tags–usually an embedded microchip in a sticker or a product label–can launch tailored digital content on an NFC-capable mobile device with short-range radio wave. With a tap or a wave of the smartphone, your customers can seamlessly connect to your brand online.

In Conclusion

Reinvent your catalog marketing with technology. Tell your brand story and immerse your customers in what your business has to offer with these innovative digital additions. Incorporate technology for richer customer experiences and potentially larger returns for your company.

Q&A: PebblePost® Executive Adam Solomon Talks Customer Acquisition

Mail has the power to drive business and convert customers in different stages of the marketing life cycle. It’s an especially effective medium when it comes to acquisition. Countless companies are leveraging mail and working with USPS in new and exciting ways to do just that. Since finding new customers is a major goal for any business in any industry, we decided to sit down with Adam Solomon, Chief Product Officer at PebblePost, to get a better understanding of acquisition marketing and the role mail plays in that equation.

PebblePost is the inventor of Programmatic Direct Mail™, which transforms real-time online activity into dynamically rendered, personalized direct mail that’s sent out every 12-24 hours. The company leverages data, proprietary advertising technology and mail to win new business and drive their digital marketing partners’ ROI. Though their solution is a digital platform, mail plays a crucial part in their campaigns’ success. Read on as Solomon talks in-depth about how technology, messaging, and personalization help convert new customers.

From your perspective, what are the benefits for using mail for programmatic advertising and customer acquisition?

At PebblePost, we solved a very interesting problem for both brands on the one hand and for consumers on the other. From the brand side, there’s been a lot of innovation when it comes to using data and programmatic technology to understand what consumers are doing in real time on their websites.

The challenge in digital has been the delivery vehicle, whether it’s desktop sites, mobile sites or mobile apps. It’s become a very busy Times Square experience, where ads are just jumping up in your face and really aggravating consumers. This has been proven out by the rise in consumers using ad blockers and all the news we see about consumers getting frustrated with advertising.

Not only is the digital ad experience lacking, there’s also a challenge over whether consumers are in the right frame of mind and in the right modality to receive those messages. Are they ready to transact and take action at the moment that the digital ad or technology is delivered?

Tangible media sent to home is a very polite, respectful and effective vehicle. Consumers check their mail maybe once a day. There’s some ceremony they go through to collect the mail and sort the mail. And if it’s a relevant and compelling offer, they’ll act on it on their own time. So the combination of using a strong real-time signal, which is a digital action that shows consumer intent, and other capabilities of digital and programmatic, in addition to the effectiveness of sending tangible media to home—literally delivering digital with feeling—that’s something that we brought together. We’ve found it in practice, in the last year, to be highly effective.

How does PebblePost leverage its technology to acquire customers?

In Q4 2016, we launched what we called our Website Prospect Remarketing solution. These are prospects already visiting the marketer’s site, but the marketer doesn’t know who they are. They’re not logged in; they’re not existing customers, but they’ve already raised their hand in some manner. There’s some call to action somewhere that has brought them to the site. So they’re already moving in the right direction as far as the brand is concerned, but the brand still needs to seal the deal.

We pick up on that signal. We recognize the fact that someone is not a customer, but a prospect or “new to file”. We have the same ability to use a strong real-time digital signal to qualify a user for a campaign. Then we leverage the power of the proprietary technology on our side that allows us to create connections between an individual visiting a website via a cookie and where to send the mail and find their postal address.

We’ve seen a lot of success with that solution, because this is a prospect that’s already moving down the funnel and we use this very effective tangible media vehicle to push them over the finish line and convert them into a customer.

You mentioned 3 things that I think are important to touch on: messaging, personalization and behavior. Let’s start with behavior. What kind of online behavior are you looking for when you’re seeking out new customers for acquisition?

We have a set way that we think about a user journey on a marketer’s website. If you think about book ends, on one continuum, someone visits the homepage. On the other end of the continuum, someone puts something in their shopping cart. That’s one step towards conversion.

Since we’re mostly focused right now on retail and ecommerce, the in-between pieces are when a user searches for something, maybe goes on a category page. Then they go a little deeper, they’re on a product detail page, then they put something into their carts and they convert. We have a set methodology that we go through, in terms of using a human effort and also machine learning and technology. The deeper someone goes, the more qualified they are.

However, even if someone is going deep and looking in a shoes category and looking at a particular pair of shoes, it doesn’t mean that they want to get a postcard or catalog in the mail just with that pair of shoes. They may just be in the shoe category in general or that might be completely wrong. You may want to promote a cross-sell. If they’re looking at shoes, you may want to promote belts, for example.

When it comes to customer acquisition, would you say that your messaging typically includes offers or is that just one tactic you take?

It really depends on the brands we’re working with and what their goals are. If a brand’s goal is customer acquisition, then we highly recommend as best practice that they have a very strong call to action and a very attractive offer. If it’s a Programmatic Postcard™, the offer should be displayed on the front and back. It should be perceived by the consumer as something being highly valuable, whether it’s the offer itself, or it’s the inclusion of a promotion code or a custom promotion code just for them. “Summer30” is clearly to a consumer a promotion everyone gets, but if it’s a specific number, they know, “Hey, it’s just for me.”

Another interesting thing about creative and the messaging of the offer is we can drive individuals from online to home back to online. We can also drive individuals from online to home to store. This is something you cannot do with a banner ad. People are not printing banner ads, putting them on their fridge and walking them to a store. That’s just not consumer behavior.

When it comes to mail, or what you’re referring to as tangible media, consumer behavior is completely different.

Right. If you get a card in the mail that’s a special offer that you can walk into a physical location that you can hand to a cashier and you get your $15 off or a certain percentage off, that is being perceived as very valuable to the consumer. It also affects behavior in a way that traditional digital cannot. We think PebblePost has a unique opportunity here, because over 90% of strong digital signals picked up today comes from online as people are surfing around websites, searching and taking action. All this signal is being generated.

About 90% plus of all purchase decisions are made in the home. And, though ecommerce is growing, about 90% of all commerce occurs in the real world, in physical store locations. So PebblePost connects through Programmatic Direct Mail™, the strong signal which comes from online, the purchase decisions which are made in home, and then we have the opportunity to drive back to digital, but most interestingly drive individuals to physical stores and complete that loop which is very compelling to marketers.

Final Thoughts

As PebblePost has shown, mail can be a powerful tool for customer acquisition. Though the company is a digital solution with data-driven decisioning and programmatic principles, it uses mail to get segmented, personalized messaging into customers’ homes. Leverage these principles to acquire more customers than ever before.1