PebblePost, the inventors of Programmatic Direct Mail®, today announced the launch of the industry’s first real-time analytics platform for understanding the delivery and impact of campaigns that run on their Programmatic Direct Mail® platform. With this new platform, marketers can now easily see the results of their Programmatic Direct Mail® campaigns. Importantly, they can use this insight to optimize campaign for the next day’s mail.
PebblePost’s analytics platform informs marketers of performance by creative, by customer behavior, and by product segment. It allows marketers to do cohort analysis and attribution of mail sent, so they can manage direct mail in the same way they manage search, display and email campaigns.
“Direct mail is a powerful way to communicate with consumers; it remains the largest channel by ad spend after TV, and response rates remain strong. But marketers have become reliant on the real-time feedback of digital marketing efforts. Results stemming from direct mail have always been strong. For the first time ever, there is now a way to review the results of a campaign and make decisions on that insight on a daily basis,” said Lewis Gersh, founder and CEO of PebblePost. “Programmatic Direct Mail® is the answer to a marketer’s woes about retargeting consumers. It gets them in a digital and automated mind set that connects digital thinking with high performing execution.”
With PebblePost’s analytics dashboard, marketers can review daily statistics on mail sent, response rates, and conversion rates. They can also review how cohorts of consumers who are sent mail on the same day respond over a 30-day attribution cycle. As marketers adopt more real-time planning and attribution tools across all of marketing, they will benefit from having this digital thinking applied to the direct mail channel.
“PebblePost continues to help strengthen our customer relationships with their ability to narrow down and target our consumers based on their profiles and activity on our site,” said Kelly Goldston, VP Marketing from Eloquii. “The real-time analytics allow us to bring our mail efforts in line with our digital efforts, with remarkable performance and incredible flexibility.”
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 digital intent data with the effectiveness of in-home to achieve far higher response and conversion rates. PebblePost is a venture-backed company based in NYC.