Programmatic Direct Mail Should Be Top-of-Mind This Holiday Season Here’s Why

How ModCloth Used PDM® Lookalikes to Discover New Prospects and Saw a 1.4x ROAS

ModCloth is an American online retailer of indie and vintage-inspired women’s clothing for the fashion-forward female looking to celebrate her unique sense of style with hand-drawn prints and clothes tailored to fit a variety of shapes and sizes.

The DTC brand first partnered with PebblePost in 2016. After having experienced positive results from previous retargeting Programmatic Direct Mail® campaigns, ModCloth was eager to test Lookalikes, PebblePost’s latest PDM-powered product, to discover valuable net-new prospects. 


Like many DTC brands, ModCloth focuses on customer acquisition to grow their brand, drive awareness, and increase sales. To help the brand achieve its acquisition goal, PebblePost leveraged its PDM platform to identify and mail pure prospects that looked and acted like Modcloth’s best customers.

As a full-stack solution, the PDM Platform used advanced algorithm optimization to determine which prospects were most likely to convert, leveraged the PebblePost Graph to transform online intent into physical addresses, and print and mail postcards to the most valuable prospects.

“What really stood out to me with this initiative was how much more digitally savvy PebblePost was in identifying lookalikes for targeting. When I have worked with other (partners) for past campaigns, it has been cumbersome. The benefit of working with PebblePost and a key differentiator was that it was more quick and nimble.”

Sarah McMahon, Director of Digital Marketing, Performance & Demand

By working with PebblePost, ModCloth reached this new audience at home with a high-quality piece of digitally printed mail within a few days. The creative featured popular clothing as well as a promotion to incentivize a first purchase. 


At the end of the campaign, ModCloth was thrilled to achieve a 1.4X return on ad spend (ROAS), which beat their campaign goal. PebblePost’s ability to confidently measure incrementality throughout the campaign provided the team with the confidence to continue to invest in subsequent campaigns. 

Free Guide: PebblePost's Guide to Programmatic Direct Mail

Download our short guide and learn the who, what, why, and how of Programmatic Direct Mail.

Subscribe to Our Newsletter