One growth tactic that worked in 2015 that will still work in 2035

Direct mail automation struggles with speed and attribution challenges. Ryan Ferrier is CEO of Lob, the direct mail automation platform used by over 12,000 businesses to modernize physical mail campaigns. The discussion covers AI-powered routing algorithms that optimize speed versus cost trade-offs, API-triggered mail pieces that respond to digital events like cart abandonment, and QR code attribution systems that achieve 5% average conversion rates with personalized landing pages. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  From advertising to software as a service to data, across all of our programs and clients, we've seen a 55% to 65% open rate.

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  Getting brands authentically integrated into content performs better than TV advertising.

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  Typical life span of an article is about 24 to 36 hours.

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  If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

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  Welcome to the Martech Podcast, a member of the I Hear Everything Podcast Network. In this podcast, you'll hear the stories of world-class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

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  All right, next question. What's the one growth tactic that worked in 2015 that will still work in 2035?

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  I'll give you two, if that's okay.

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  Go for it.

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  Band and cart, direct mail is always going to, always going to perform. I also think what we call win-back campaigns are always, are going to perform in 2035. And what this is, is you take people who are either unsubscribed or dormant from your digital channels, and you send them a direct mail piece.

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  Great, that makes me feel good. 10 years ago, when I was using Lob, we were doing just that, the win-back campaign. Hey, you were using this laundry and dry cleaning delivery service. It's been 60 days.

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  Yeah.

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  You need a discount? Any sense of the message that actually gets people to come back?

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  Yeah, it tends to be some sort of promotional offer. And what we found is that when folks do it the best, they actually test different percentages and different offers. Like say this one's 10%, this one's $10, this one 15%. And then they actually say, hey, what's the threshold at which people start converting? And then from there, they use that as their control.

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  All right, that wraps up this episode of the Martech Podcast. Thanks to Ryan Ferrier, the CEO of Lob for joining us. If you'd like to contact Ryan, you could find a link to his LinkedIn profile in our show notes or on martechpod.com, or you can visit his company's website, which is lob, L-O-B, dot com. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app or subscribe on YouTube and we'll be back in your feed next week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

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