Postie Launches Automation for Direct Mail to Be like a Digital Channel
Customers have seen conversion percentage, ROAS and CPA results as strong as best performing social campaigns
Los Angeles, California: Postie, the tech and data platform that makes direct mail behave like the best digital acquisition channels, today officially announced its launch in the US market. Postie helps digital marketers apply machine learning and quant marketing to the biggest traditional offline channel – direct mail – making it truly a performance channel, from testing and optimization to audience modeling and attribution. The platform, now available to all marketers, is the only solution on the market to provide prospecting and automated CRM together in one place. Campaigns can easily be deployed and managed in-house within minutes and mailed as quickly as the following day. The company, which is already operating profitably, has received $3.5 million in seed funding led by Bonfire Ventures and Crosscut Ventures.
Postie’s customers have experienced a new acquisition and retention channel as easy to manage and as effective at driving performance as social. Postie’s clients range from direct-to-consumer brands, ecommerce, financial services, insurance and consumer service providers, who have seen conversion ratio, return on advertising spend (ROAS) and cost per action (CPA) results as strong as the best performing social campaigns.
With trust at an all-time low, consumers are gravitating toward tangible brands, as it’s harder to trust something you can’t see and touch – and direct mail is helping drive this narrative. According to the company’s data from early customers, which includes consumer brands, e-commerce, financial services, insurance and consumer service providers, the highest converting age group for direct mail are the highly coveted millennial generation in the 20 to 30 year age range.
“Postie continues to create resurgence in direct mail by helping advertisers overcome the many issues facing digital ad marketing and the over-reliance on limited platforms. Until now, the vast majority of a brand’s media spend has been allocated to digital, and we’ve cracked the code on what marketers can do to apply these same principles to direct mail,” said Dave Fink, co-founder and CEO at Postie.
A highly targeted physical piece of mail, especially in today’s ephemeral world, elicits an emotional response that goes above and beyond what is possible online. It’s now possible to open up a whole new scalable media channel by leveraging the same data-driven insights and quantitative approach as digital. – Dave Fink, co-founder and CEO at Postie
Postie’s data platform makes direct mail behave like a digital channel, offering prospecting, retargeting, and CRM tools together in one centralized platform, so that direct mail campaigns can be deployed, managed, and measured in real-time, in minutes. Postie helps digital marketers and advertisers apply machine learning and quant marketing to the biggest traditional offline channel, in a familiar and easy-to-use platform, making direct mail truly controlled from inception to attribution for the first time ever. The platform’s key features that enable marketers to succeed include:
- Prospecting: Postie’s data management platform (DMP) gives marketers direct access to the demographic, interest and behavioral data across more than 320 million people. Postie uses a full stack machine learning engine to create deep lookalike models and custom audiences to help brands achieve quantitative marketing objectives.
- Re-targeting: Postie bridges the gap between anonymous site visitors and detailed portrait of who each visitor is and why they’re on the brand’s site. Postie’s real-time decision engine allows marketers to deploy direct mail trigger campaigns to high converting segments and get the most efficiency from prospects.
- Retention: Postie integrates with virtually all CRMs, websites, and mobile applications, giving marketers power to gain deep insights into customers and leads. The platform allows marketers to easily segment their CRM, personalize messaging, and optimize campaigns. In addition, its marketing automation tools make it easy to target based on attributes, lookalike models and even online behavioral events. Marketers can create real-time trigger campaigns or dedicated time-specific deployments. Campaigns can be set up in minutes and mailed out the next day.
- Re-engagement: Postie gives marketers the ability to automate win-back campaigns to recapture lost revenue. The trigger platform uses a rules-based algorithm to deploy the right mail creative, to the right customers, at the most optimal time.
“I started working with Postie when I was CMO of Dollar Shave Club and was impressed with how easily their technology enabled my team to manage direct mail as quantitatively as social and search,” said Adam Weber, CMO of Everything But the House. “We were able to A/B test creatives, audiences, and create lookalikes, and see attribution in real time. Now at Everything But The House (EBTH), we’re challenged with reaching very specific audiences, and Postie allows us to reach these prospects. Their combination of data science, automation, and performance expertise enables the same level of sophistication in reaching consumers in the mailbox as there is in reaching them in the news feeds.”
Founders David Fink (left), also CEO and Jonathan Neddenriep (right), also Postie’s CTO, have deep backgrounds in digital media and building direct-to-consumer campaigns for brands focused on quant marketing. They offer a unique strength to leverage the direct mail channel to help companies acquire and engage customers and grow rapidly. Their background set the foundation for Postie to understand the quant marketer’s mindset, build marketing technology and automation on top of media platforms, and repackage and reinvigorate what can be considered an antiquated channel. Both founders are previously from the incubator, Science, Inc., which launched direct-to-consumer brands like Dollar Shave Club, DogVacay and MeUndies and martech platforms like Famebit and Hello Society.