Dive Brief:
- PebblePost, a self-described programmatic direct mail platform, ties online activity to direct mail via retargeting, helping marketers connect digital and offline interactions.
- As long as a website visitor can be identified via registration or a cookie, and the data fields include an address, marketers can use PebblePost to retarget those visitors with direct mail within days of the website visit.
- PebblePost recently opened its platform to all marketers after a private test phase with 20 partner companies.
Dive Insight:
Would you like to retarget website visitors with direct mail? If so, PebblePost has you covered.
The company is a self-described programmatic direct mail platform that claims a 20% response rate for its direct mail retargeting. To use the platform marketers determine a set of criteria for website visitors to be targeted, such as cart abandonment for certain products. When a visitor meeting that criteria can be identified with data points including an address, they will be sent a custom direct mail piece within a day of the website visit.
PebblePost CEO Lewis Gersh claims the platform gets a 20% response rate with a conversion rate over 40%, compared to an average direct mail response rate of 3.4% according to the CMO Council. PebblePost is currently only available in the U.S., but is expected to expand internationally, and also will possibly include adding retargeting on social media visits to the platform.
