NEW YORK and SAN FRANCISCO, July 31, 2019 /PRNewswire-PRWeb/ -- Lob (https://lob.com), a software platform that automates the creation and delivery of personalized direct mail, today announces new insights into the direct marketing industry. In a partnership with Comperemedia, Lob surveyed over 200 marketing industry leaders to gain insight on their direct marketing campaigns. The study (https://library.lob.com/the-state-of-direct-mail/?utm_source=press) concludes that marketers see direct mail as their strongest performing channel and plan to increase the amount of mail they send over the next few years. The research findings were announced at the CommerceNext conference in New York, an annual event focused on retail and e-commerce marketing.
The study found that 73% of direct marketers state that mail aimed at customer engagement or retention will take on a more significant role in their strategies. Also, marketers are adopting new technologies that can execute and manage their direct mail campaigns for them. 54% say they currently partner with software/technology companies to execute campaigns.
"These results validate a lot of what we hear from our customers," said Leore Avidar, CEO and co-founder of Lob. "Marketers know that direct mail is an effective channel, and they want to utilize technologies that allow them to fully integrate it with other touchpoints in their customer campaigns. As email unsubscribe rates skyrocket, marketers are looking for similar tools to replicate traditional digital strategies with physical mail. Our customers see impressive results when they deeply personalize direct mail for remarketing or customer retention."
Direct mail has become an essential channel for modern marketers. 64% of respondents agree it is the medium with their highest response rates. While 61% agree the channel provides their highest ROI on their marketing spend.
"At Comperemedia, we work hard to deliver the marketing intelligence and competitive insights that help our clients make better business decisions. That's why we were so excited to work with Lob on this project," said Hannah Crew, Manager, Research Consultancy at Comperemedia. "By speaking with marketing industry leaders, specifically those in direct marketing, we've gained new insight into the unique opportunities within the direct marketing landscape. Not only that, but the research shows the true power of the channel and highlights key emerging trends in the direct mail industry."
The survey results also showed that direct mail usage is likely to grow. 60% of respondents expect the volume of direct mail they send to increase over the next five years. To read the full survey results, see the report here: https://library.lob.com/the-state-of-direct-mail/?utm_source=press
About Lob
Founded in 2013 with a vision of automating the offline world, Lob provides a software platform that transforms the largely manual process of printing and mailing into an automated service that integrates directly with CRM, marketing automation, and data tools. Over 5000 customers including Booking.com, HelloFresh, Counsyl, and ThirdLove use Lob to automate direct mail for marketing campaigns, billing, collections, payments, and compliance notifications. Lob's proprietary Print Delivery Network intelligently routes mail production across a global network of commercial print partners giving customers greater scale and resiliency, faster production, and precise tracking & measurement. 1 in 4 households in the U.S. have received mail generated through Lob's platform. Lob is backed by leading investors including Y Combinator, Floodgate, and Polaris Partners. For more information, visit http://www.lob.com.
SOURCE Lob
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