Jacob Ross is CEO of PebblePost, a pioneer in the practice of programmatic direct mail. Once the leading channel in sophisticated direct marketing, many cast print mailers aside in favor of shiny new digital channels. Jacob explained why this thinking is flawed and how you can embrace a smarter approach to integrated and impactful direct mail during this week’s episode of the On Brand podcast.

About Jacob Ross

Jacob Ross brings 20+ years of adtech experience to his role at PebblePost, which invented an entirely new marketing channel: programmatic direct mail. The platform combines online signals and offline data to reach current and prospective customers at home with personalized mail. Current customers include Mejuri, Lulu and Georgia, ModCloth, and Parachute.

Episode Highlights

We opened our conversation talking about the brand of direct mail. “Direct mail is both sophisticated in terms of data and modeling but it’s also been labeled as junk mail.”

“Advertising is eating us alive,” Jacob notes. “That’s why we’re seeing traditional channels like direct mail being reborn in a digital-first way.”

Where to start with digital-first direct mail? “Everything has to be about the customer—what are they interested in?” Jacob also noted that successful, personalized programmatic direct mail needs to be pulled into the digital suite where its impact can be measured accordingly.

Jacob shared a powerful stat: Direct mail sits in the home for an average of 17 days. That’s a powerful connection to make with customers.

What brand has made Jacob smile recently? Technically, Jacob mentioned Dyson earlier in the show as well but he revisited them again as we closed thanks to a new vacuum that he purchased at the brand’s flagship Midtown store.

To learn more, check out the PebblePost website.

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Until next week, I’ll see you on the Internet!

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