PebblePost, the inventor of programmatic direct mail, today announced the general release of its offering and the successful completion of its seed round of funding, a $3M raise that the company will use to open up their offering to the general marketplace of digital and direct marketers, and release additional products and features. Tribeca Venture Partners and ff Venture Capital led the round with additional seed funds and strategic angels participating.
Well-known serial entrepreneur and founder of Metamorphic Ventures Lewis Gersh (pictured left) and former Google and Doubleclick executive Robert Victor (pictured below) serve respectively as the company’s CEO and CTO. To date, the company has enabled a limited 20 e-commerce, catalogers and digital and direct marketing agencies in private beta with the ability to use its platform to transform their real-time online activity into personalized direct mail that is sent to the customer in under 24 hours.
Says Gersh, “PebblePost invented Programmatic Direct Mail. We recognize that marketers need to combine the efficiency of digital with the effectiveness of direct mail to retain their loyal customers and grow their business. Marketers currently spend over $150 billion on direct mail and data services, yet have seen little innovation over the past two decades. The raise accelerates our ability to give marketers what they need to activate their data assets in this great medium.”
Agencies like PM Digital recognize that the advantage of the platform is that it fills a gap between digital activity and direct mail, powering the ability to drive cross-channel consumer response as quickly, intelligently and efficiently as possible. During PebblePost’s pilot, marketers reported exceptional campaign ROI, as much as 10 times their traditional direct mail response and conversion rates, and another order of magnitude higher than digital.
According to Victor, PebblePost’s founder and CTO, “For the first time, direct mail response path activity can be seen in real time analytics, putting direct mail into the click stream for attribution. Further, daily response and conversion activity is used to optimize tomorrow’s direct mail, every day. Digital marketers can now experience 100 percent fraud free advertising with complete 1:1 transparency and ad blocker immunity. The combination empowers digital advertising efficiency with direct mail efficacy producing a new level of performance metrics.”
Leading data marketing providers like Acxiom are also expecting marketers to benefit from this approach. Todd Parsons, General Manager Marketing Services at Acxiom, declares, “Every day we help our customers put their data to use to make intelligent decisions on how to interact with consumers. PebblePost represents a unique and powerful way to put that data to use in real time, connecting intent expressed online to power personalized offers sent by direct mail to their home.”
Additional investors supporting the seed round included Alpine Meridian Ventures, Mantella Ventures, and Kickstart Seed Fund, and industry angels Are Traasdahl (TAPAD), Oren Michels (Mashery), Yen Lee (Rakuten), David Rodnitzky (3Q Digital), Sanjay Chadda (Petsky Prunier), Geoff Judge (24/7 Media), Erik Matlick (Bombora), Slava Rubin (Indiegogo), Frank Barbieri (YuMe), Michael Liou (Anvil Capital Advisors), and Bob Ellis (serial angel).