Why Engaging Customers At Home Matters — Jacob Ross // PebblePost

Show Notes

• 02:24
  Why reaching customers at home matters

  The home has risen in importance as a place where consumers make meaningful purchasing decisions. PebblePost leverages online signals to understand consumer intent and send relevant direct mail to customers, allowing them to consider offers at their own leisure.
• 05:08
  The importance of direct mail as a marketing medium

  Unlike digital channels, theres no need to bid for the right to reach a customer as theres ample opportunity to engage with consumers relevantly. If marketers are able to survive the sorting process, the response rates for direct mail are as high as any other advertising channel.
• 07:33
  Industries and businesses that perform the best with direct mail marketing

  Due to the nature of direct mail, it is a better channel for brands with longer consideration cycles and high order values. Direct mail is effective in financial services, travel, media, etc and PebblePost has worked with brands like Gap, WeightWatchers, and Dyson.
• 09:19
  PebblePost's data driven approach to direct mail

  PebblePost works with brands to aggregate data on consumer interest, postal address, and purchase history to build the PebblePost graph. These signals enable PebblePost to build lookalike audiences for their brands and select the best customers for retention campaigns.
• 12:22
  Crafting effective direct mail messages

  PebblePost uses predictive modeling and test-and-learn approaches to experiment with creative types, calls to action, etc. Effective direct mail messages require a strong call to action, a prominent brand logo, personalization, and other universal factors.