The document discusses the importance of modern direct mail as a powerful tool for direct-to-consumer (D2C) marketing, particularly in retaining customers amid shifting marketing landscapes. It highlights the effectiveness of integrating direct mail with digital campaigns, emphasizing personalization and timely engagement to enhance customer interactions. Successful client examples illustrate how businesses can leverage direct mail to improve conversions and foster customer loyalty.

1. Why Modern Direct Mail Is
A D2C Marketer’s Secret Weapon
The Direct to Consumer Summit: Planning for Q3 & Q4

2. ● Session recording and slides will be sent out
● Log back in anytime with the same link
● Resources available as handouts
Eyebrow Text
Today’s Logistics
Persephanie Arellano
Webinar Coordinator

3. Today’s Speaker
Tatiana Afanasyeva
Head of Marketing

4. 1. Marketing landscape is shifting
2. Retention matters more than ever
3. Direct mail + digital: it really works!
4. Modern direct mail for your digital strategy
5. Client success stories
Agenda

5. The New Normal
Marketing Activities & Budgets Are Impacted
$20B
in global ad spend lost
since Jan 1, 2020
25x
cost of acquisition vs
retention campaigns
87%
of all events canceled
or postponed until June

6. The New Normal
Direct-To-Consumer Brands Rely on Retention

7. More CRM, behavioral,
and demographic data
is available than ever
Data Timing Personalization
Retention Matters More Than Ever
The New Normal
Campaigns are
long-running with
precisely timed tactics
Messages, offers, and
channels are tailored to
customer preferences

8. Poll Question
How many of you currently use direct mail?
● Yes
● Yes, but only acquisition
● Nope!

9. A Secret: Direct Mail + Digital Works Really Well
Modern Direct Mail 2.0
30%
20%
10%
0%
Direct Mail Direct Mail + Previous Purchase Direct Mail + Email
ResponseRates

10. Batch FTP-based
processes can’t integrate
with modern tools and
campaigns
Slow Generic No Visibility
Why Isn’t It Used More Widely?
Modern Direct Mail 2.0
Fixed templates and
layouts prevent
personalization
Limited tracking and
manual reporting make it
hard to measure success

11. ● COVID-led spike for
at-home delivery services
● The average consumer
receives 88 emails per day
● Less than 50% of digital
campaigns actually reach
their target audience
Growing Opportunities for Offline Communications
Modern Direct Mail 2.0

12. A New Way To Use Direct Mail
Modern Direct Mail 2.0
Retargeting
Retention
Cross-sell
Referral

13. Get mail in-home in as little as
4 days for timely engagements
Speed
Easily test and measure the
impact of campaigns
Rapid Iteration
Direct Mail Automation
Modern Direct Mail 2.0
Send mail “on-demand” based on
customer milestones or activities
Triggered Sends
Customize layout, imagery, copy,
and offers for different customers
Personalized Content

14. 3 Ways You Can
Change the Game

15. Retarget Digital Customers to Increase Conversions
Client Success Stories
● Sales cycles are never straightforward
● Timed engagements can help to reduce points of friction in the
sales cycle
● Direct mail engages customers at home - where many purchase
decisions are made
1

16. ● Un-returned impression kits
● Treatment plan availability
● End-of-treatment cross-sell
Uses targeted direct mail to
reduce friction in each stage
of the customer journey:
Example: Smile Direct Club

17. Personalize Content in Offline Engagements
Client Success Stories
● Consumers don’t just like personalization—they demand it
● Lifecycle markers have used data to personalized digital
communications, but direct mail has been out of reach
● Featuring personalized products and offers in direct mail
can significantly increase campaign lift
2

18. ● Reminder of previous purchases
● Specific product or brand
recommendations
● Hi-touch cadence for new buyers
Re-engages dormant
customers with highly
personalized direct mail:
Example: ThredUP

19. Celebrate Unique Customer Milestones
Client Success Stories
● Repeat purchases are a major goal of lifecycle marketers
● Unique milestones or events can provide an important “reason”
for ongoing communications
● Direct mail makes these event feel more important with a
physical presence or “personal” touchpoint
3

20. ● “Bra-niversary” for 1-year
re-purchase
● Engagement for unsubscribers
● Styles aligned to customer fit
and profile
Uses milestones to
educate customers about
the product lifespan:
Example: Third Love

21. Key Takeaways
Build your retention expertise, today.
Direct mail is powerful.
Even better when paired with digital channels.
Build relevance with personalization and timing.

22. Live Q&A
Tatiana Afanasyeva
hello@lob.com
www.lob.com

23. Access on-demand webinars, e-books
including The State of Direct Mail,
and customer success stories
https://bit.ly/Lob_SODMail
Visit Lob.com for Smarter Mail, Faster.
June 9 @10am-1pm PST
Learn how companies are transforming
using innovative mailed communications
https://bit.ly/Lob_VDMS

24. Schedule Your 1:1
Strategy Evaluation
24

25. THANK YOU!

26. 11:00 – 11:45am PT 12:30 – 1:15pm PT
LOB PRESENTS:
Why Modern Direct Mail is a D2C
Marketer’s Secret Weapon
11:45am – 12:30pm PT
FORRESTER PRESENTS:
How The Coronavirus Crisis Impacts
Performance Marketing Long Term
Today’s Timeline
The Direct to Consumer Summit
QUICKFRAME PRESENTS:
Use Video Effectively Throughout
Your Customer’s Journey