Pitch to a 25-year-old performance marketer to get them to test direct mail

Performance marketers struggle with direct mail attribution and speed. Ryan Ferrier is CEO of Lob, the direct mail automation platform serving over 12,000 businesses with API-driven personalized campaigns. The discussion covers AI-powered delivery optimization that automatically selects standard vs. first-class postage based on speed requirements, real-time address verification APIs that prevent undeliverable mail and save millions in wasted sends, and QR code attribution systems with personalized URLs achieving 5% average conversion rates and up to 30% for compliance-ready campaigns. 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, let's move on to our next question. What's your pitch to a 25-year-old performance marketer to get them to test direct mail?

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  For you, your greatest arbitrage is being in high-value positions where your competitors are not. And so my encouragement to you is to test direct mail. And my bet is that'll become the third leg of your marketing stool next to digital and email.

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  Let me play a 25-year-old marketer. Hopefully, we can digitally enhance this to make you look younger.

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  Yeah, we'll both go back in time.

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  Yeah, but I know what my ROAS is on TikTok and Facebook. Well, nobody uses Facebook anymore, but Instagram, that's still a thing and whatever other social network we're on these days. But how am I going to know like ROAS and all the digital stuff is way cooler?

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  Sure, digital may be way cooler in your eyes. That said, I think you'd be surprised at the capabilities of direct mail. And you know, we've made it as easy to send as an email and, and in some ways easier to launch than even an ad campaign. But you're going to know they're all as based on the response rates from the personalized URLs that you, that you send folks to, as well as you're going to test direct mail and digital campaigns alongside purely digital campaigns and look at incremental lift.

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  I'll be honest, I don't know how to talk like a 25 year old anymore, but I've got a five and a nine year old at home and they just repeatedly say six, seven.

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  Six, seven, yep, and riz.

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  Is that riz? Okay. Let's move on to the next question.

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  I think riz is all about, yeah.

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  Yeah, well, if we're saying it, if six, seven has gotten to the martech podcast, it's probably not cool.

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  Yeah, just don't say skibitty. That's like out.

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  Don't even get me started. 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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