The brains behind one of marketing’s biggest hits are out to reshape the industry again… with direct mail | Industry News
Postie, a new Los Angeles-based startup, has a vision for the future of advertising and marketing — and it’s direct mail.
Founded by some of the men responsible for the biggest hits in online marketing (like the Dollar Shave Club commercial that launched what became a billion-dollar acquisition) think that it’s time to take technology where it’s never gone before — into targeted, direct mail campaigns using the best ad-targeting that money can buy.
Postie uses a combination of online data collection and an on-demand print and mail technology to give its customers turnaround times on print orders in as little as 24 hours, and what the company boasts is the equivalent of online ad-targeting.
Using the service, customers can access demographic, interest and behavioral data of more than 320 million people; can use retargeting to provide direct mail campaigns; and integrate with existing customer relationship management tools.
The company was founded by Dave Fink and Jonathan Neddenriep, two former principals at the startup studio and early-stage investor, Science. At the early-stage investment firm, Fink said he was responsible for marketing activities for companies including Dollar Shave Club, DogVacay, SpringRole, Wishbone and Hello Society over the six years he worked at the company. Neddenriep served as the chief technology officer for Science — a role he’s continuing at Postie.
Where once Fink focused on reaching the widest possible audience with a viral message that could cut through the noise of online advertising, the scale of his messaging is now much smaller, even if the scope of the market he’s trying to capture remains just as vast.
“A highly targeted physical piece of mail, especially in today’s ephemeral world, elicits an emotional response that goes above and beyond what is possible online,” says Fink, in a statement. “It’s now possible to open up a whole new scalable media channel by leveraging the same data driven insights and quantitative approach as digital.”
According to study from the Direct Marketing Association, direct mail campaigns rang up $46 billion from advertisers and companies in 2014, and Fink and his co-founder are hoping that number will climb.
They aren’t the only ones. Postie has raised $3.5 million in seed funding from the Los Angeles-based firms Bonfire Ventures and Crosscut Ventures to expand its business (maybe through direct marketing?).