Programmatic Direct Mail Makes Its Debut

Share this content:

The mailbox retargeting service promises to put direct mail in the digital attribution clickstream.

It's more like digitally reactive direct mail, but PebblePost's “programmatic direct mail” product may find itself on the programs of more Internet retailers after receiving $3 million in funding this week to step up its exposure.

Here's how it works. A customer with an account on clicks the bedding sale email in her inbox, shops around, and leaves a few items in her cart without purchasing. Within three days PebblePost's direct mail response mechanism puts a postcard (below) in her mailbox with a a personalized offer. Think retargeting via the U.S. Mail.

“It's physical retargeting of digital activity, but it's also a powerful new form of direct mail,” says David Cooperstein, a former Forrester marketing analyst who serves as PebblePost's CMO. “Here we know there's interest and there's relevancy, because these people were just on the website.”

Testers of PebblePost in its pilot phase were primarily online retailers and catalogers in possession of the first-party data with mailing addresses the system requires. Partners for the service include Axciom, Havas Digital, and 3Q Digital.

“For the first time, direct mail response path activity can be seen in real-time analytics, putting direct mail into the click stream for attribution,” says PebblePost's CTO and Cofounder Rob Victor, a veteran of Google and Doubleclick.

The new venture's other founder and CEO is Lewis Gersh of Metamorphic Ventures, whose previous investments in tech startups include Chango, Madison Logic, Sailthru, and Tapad. The seed funding round was led by Tribeca Ventures and ff Venture Capital.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above