Lob, the leading direct mail automation platform, announced the launch of the company’s flagship product, delivering the marketing industry’s first-ever end-to-end direct mail automation platform to enable intelligent mail and transform the antiquated process for marketers. With this platform, Lob is building upon past successes with their direct mail APIs and reinventing direct mail campaigns for marketers–making it a necessary part of their marketing strategy and tech stack. The powerful, easy-to-use SaaS solution simplifies marketers’ direct mail efforts, and makes direct mail intelligent with hyper-personalization, measurable ROI and campaign analytics, and automated workflows for omnichannel campaigns—all at enterprise scale. Unlike other solutions, Lob’s platform manages the direct mail process end-to-end from concept, to print, all the way through to delivery and campaign optimization.
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“We are disrupting the old way of executing direct mail campaigns and making it a tech-enabled function for the modern marketer. We are empowering businesses to reach millions of homes and offices each day and connect with their customers on a deeply personalized level, all while learning from those interactions”
It’s ever-important for marketers to get smart about the way they do direct mail to connect with consumers and break through the digital noise. Consumers are increasingly craving the tangible—in fact, 67% of people see physical mail as being more personal than an email and 90% of millennials think that direct mail is more trustworthy and reliable. According to Lob’s State of Direct Mail report, 67% of marketers say direct mail provides the best ROI of any channel they use. Lob’s platform enables marketers to make direct mail campaigns fast, scalable, and hyper-personalized and allows for continuous testing and optimization. With Lob, brands see a massive decrease in direct mail costs and a 27% increase in ROI of omnichannel campaigns.
“We are disrupting the old way of executing direct mail campaigns and making it a tech-enabled function for the modern marketer. We are empowering businesses to reach millions of homes and offices each day and connect with their customers on a deeply personalized level, all while learning from those interactions,” said Ritu Kapoor, chief marketing officer of Lob. “We are connecting marketers’ digital and physical approaches, synchronizing traditionally disparate functions at a massive scale, and enabling marketers to send millions of unique pieces of direct mail within one campaign. And, just as important, we’re shrinking the timeline it takes to get mail in hands—enabling marketers to execute direct mail campaigns in days versus many months.”
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To support these market changes and consumer desires, Lob’s platform is built for the marketer and provides critical benefits such as:
- Easy-to-use SaaS-based technology, enabling marketers to execute campaigns as needed: scheduled for a specific date, ad-hoc last minute, or triggered by another marketing initiative
- Ability to send mail with no scale or frequency minimums or limits
- Strategic zero-touch print and delivery priority network across the U.S., eliminating the need to manage multiple touchpoints in the process
- Seamless integration into existing tech stacks
- Minimal wastage with built-in address verification and quality controls that prevent bad mail from going to printers; for context, industry standard indicates that 20% of addresses are entered incorrectly
- Eco-conscious mail
“Before using Lob’s platform, our direct mail campaigns were time-intensive, and the associated workflows were costly. On top of that, we weren’t able to measure our successes or failures,” said Malin Dettmann-Levin, CRM lead at Marley Spoon. “With Lob’s automated direct mail capabilities, we’ve increased productivity and saved precious marketing dollars. In just one quarter, we’ve seen a higher conversion rate and a lower cost per reactivation with each campaign sent—this is a huge contribution as it’s already a fifth of all paid reactivations. We’re also able to increase campaign ROI by testing, optimizing, and personalizing our retargeting mailers, while ensuring our direct mail campaigns are in sync with other related marketing initiatives, like email sends. I’m excited to see what we can do to leverage Lob and direct mail even more.”
Lob’s platform launch builds upon its best-in-class API foundation and underscores the company’s evolution and rapid growth. To date, the company has transformed the direct mail process for over 10,000 customers, including some of the world’s largest enterprises like Wayfair, CapitalOne, Booking.com, and Verizon. Through Lob, customers have sent almost 1Billion pieces of mail. Lob has made significant executive hires in the last six months alone, including Ritu Kapoor, chief marketing officer; Cory Hogan, chief revenue officer; Nicole Dunn, VP of customer success, and Summer Hahnlen, senior director of customer success and direct mail expert.
“When I started Lob eight years ago, I set out to build a company that solved a complex problem and connected the physical with the digital, and direct mail fits right into that bucket and is ripe for automation,” said Leore Avidar, CEO and co-founder of Lob. “Lob is on the precipice of its next phase, and the launch of our platform is the ’curtains up’ moment for that. I’m excited to see the positive impact we make on the marketing industry and in the enterprise SaaS space.”
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