(Originally posted in Target Marketing) New Addition to Programmatic Direct Mail® Platform Brings Real-Time Personalized Marketing to Direct Mail
PebblePost Inc., the inventor of Programmatic Direct Mail®, today announced the launch of the PebblePost Ad Server, the industry's first ad server connecting the power of digitally-determined intent data with the effectiveness of mail sent to the home. The innovative, patent-pending Ad Server allows marketers to transform data from online behaviors, audience attributes, and campaign objectives into dynamically rendered, personalized mail pieces to existing or prospective customers.
"With our digital-to-direct mail Ad Server, we can apply the power of real-time intent data to the effectiveness of physical mail to deliver relevant and timely marketing with far better response and conversion rates than other marketing channels," said Lewis Gersh, founder and CEO of PebblePost. "Marketers can now target and optimize their campaigns with powerful core ad server features such as behavioral targeting, audience targeting, and intent-based inputs like keywords and browsing activity."
The PebblePost Ad Server leverages page-level site code and proprietary algorithms to determine customer intent and apply marketers' campaign criteria to dynamically render individually targeted direct mail creatives. The Ad Server manages progressive hierarchies of behavioral activity such as browsing, keyword searching, social sharing, cart abandonment, purchase, dwell time, and other site visitor actions. Additionally, the PebblePost Ad Server applies campaign rules such as frequency capping, list suppression, budget/mail piece time smoothing, geo-targeting, A/B testing, and more.
With the PebblePost Ad Server, the application of individual intent data to direct mail campaigns using Programmatic Direct Mail® delivers total conversion rates 250 times higher than digital marketing channels, and 80 times better than traditional direct mail.
"One of the reasons why we love working with PebblePost is because of the highly specific ways in which we can send physical mail that is relevant to our site visitors," said Wonny Lee, Head of Digital for Greats, a Brooklyn-based shoe retailer. "Our customers enjoy receiving personalized mail based off their shopping habits, as it makes them feel as if we truly care about their needs. We've seen a very positive return on investment on current campaigns, proving that PebblePost's Programmatic Direct Mail® platform is a brand new channel, one which exceeds either digital or direct mail alone."
As the first ad server for direct mail, marketers who use PebblePost can change creative, targets, and messages on a daily basis as the ad server responds to marketers' evolving campaign objectives. As marketers are able to review and optimize campaigns based on daily trends, as they do in digital channels, they will benefit greatly from having the power of digital data applied to their direct mail efforts.
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 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.