The most creative piece of direct mail

Direct mail conversion rates outperform email by 300%. Ryan Ferrier is CEO of Lob, the direct mail automation platform serving over 12,000 businesses including L'Occitane and SimpliSafe. His team discusses API-triggered mail campaigns that respond to cart abandonment within three days, AI algorithms that optimize postage costs by routing mail through national printer networks, and QR code attribution systems generating 25% conversion rates for 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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  The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast? I Hear Everything delivers podcast production, growth, and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iHereEverything.com.

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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 lifespan 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 now to our lightning round, where I'm going to ask you a couple of Martech-related questions, specifically centered around your experience with direct mail. Are you ready?

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  I'm ready.

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  All right, here we go. Let's go. Question number one, what is the single most creative piece of direct mail you helped send?

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  There was an offer, it was from a brand, a fast food brand. Somehow, the paper was sent, and it was like an origami-style paper, and it could like turn into a box of fries or something like that.

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  Nice, okay. So, it sounds like the collateral was actually an art project. Any sense of whether that worked? Did anybody get the box together?

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  Yeah, I think it was more of like a brand awareness wow factor, you know? I don't have photos of folks who assembled it.

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  Did anybody try to eat it?

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  Not that I know of.

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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 can 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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  Thanks for listening to the MarTech Podcast and I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit ihereverything.com.