PebblePost is a startup that just received $15 million in Series B funding and they pioneered a new channel of communication, which they call Programmatic Direct Mail. Programmatic Direct Mail takes real-time online activity and converts that to personalized, dynamically created direct mail which is shipped out of a postal hub within 12-24 hours, every day. Since PebblePost uses the online activity as the catalyst, each Programmatic Direct Mail is further optimized for the intended audience based on the follow up online activity. PebblePost sends the consumer Programmatic Postcards and Programmatic Catalogs with offers and related items a few days after they visited a website or checked out a product.
PebblePost was created to bypass the challenges of the noisy online digital marketing: spammers, fraudsters, bots, privacy concerns, and ad blockers, they are betting that having a physical offer to tie into the digital activity of consumers can help them stand out in the digital environment. The gamble seems to be paying off since PebblePost is on record to say that 8% of people make a purchase after receiving programmatic mail and it provides a 15x return on ad spend on average for their clients. In terms of digital and physical marketing, those are good metrics for something which seems like a new way to distribute targeted junk mail.