How to Turn Direct Mail Into a Measurable, Scalable Growth Channel (with Ryan Ferrier)
Ryan Ferrier is the CEO of Lob, the direct mail automation platform that brings the power of digital to direct mail. He leads the company’s mission to automate every step of direct mail campaigns from creation to delivery. Lob’s platform enables personalization and real-time measurement for over 12,000 businesses, including L’Occitane, Ro and Simplisafe.
In this episode, he and Tom discuss why direct mail is still critical and is resurging amid digital fatigue and lower mailbox competition. They get into how to use it in an omnichannel strategy, how to treat operational mail like statements and bills as marketing touchpoints, and what it looks like applying variable printing, machine learning, and bandit testing to optimize offers.
Ryan is an expert with over 20 years of experience. If you thought direct mail was dead, or are trying to figure out how to get the most out of your email strategy, this episode is for you.
DISCUSSED IN THIS EPISODE
~00:54 Meet Ryan Ferrier
~02:44 Direct Mail Is Alive
~03:37 Why Mail Works Now
~05:33 Automating Direct Mail
~10:30 Triggered Mail Example
~16:10 Mail Driving Digital
~19:04 Personalization at Scale
~26:31 Lists and Data Quality
~30:49 Tracking and Attribution
~35:31 Considerate Marketing
~37:19 Parting Advice and Links
~39:41 Wrap Up and Subscribe
FULL EPISODE VIDEO
CONNECT WITH RYAN
Website: https://www.lob.com/
LinkedIn: https://www.linkedin.com/in/ryanferrier/
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