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Lob

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"Transforms direct mail into intelligent campaigns."

Lob helps marketers automate their direct mail processes, create highly targeted audiences, optimize ROI with deliverability intelligence, and measure the effectiveness of their campaigns with built-in analytics tools.
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Lob's Website Claims...
Our AI found these claims on Lob's website.
Unmatched personalization + scalability
Lob claims that they offer unmatched personalization and scalability for direct mail campaigns — all in one intuitive platform.
Award-winning API + integrations
Lob claims their award-winning API and integrations allow seamless connection with existing digital tools for automated, personalized direct mail.
Advanced analytics + optimization
Lob claims their advanced analytics and real-time insights help demonstrate the value of direct mail and optimize future campaigns.
BlurbSTAR Case Study
Marley Spoon & Lob
Marley Spoon drove conversions using targeted direct mail effectively.
20%
Conversions from Direct Mail
263%
Higher Conversion Rate than Emails
1.
Situation
Marley Spoon Faces Churn Challenge
→
Expanded meal kit service with Martha Stewart.
→
Persistent challenge with customer churn.
→
Aim to reengage churned users.
In 2016, Marley Spoon launched a meal kit delivery service in collaboration with Martha Stewart, enjoying considerable success. However, as their business expanded, the company faced a natural yet challenging hurdle: customer churn. Despite utilizing a robust RFM model (recency, frequency, and monetary value) to monitor user metrics and retention, periodic subscription cancellations persisted. Marley Spoon recognized the need to leverage available customer data—such as user attributes and real-time events—to reengage and reactivate these churned customers using a novel direct mail strategy.
2.
Task
Deploy Effective Direct Mail Strategy
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Automate direct mail with Lob's solution.
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Focus on high-value customer segments.
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Maximize ROI with strategic targeting.
To address customer churn, Marley Spoon decided to deploy an innovative strategy using direct mail automation facilitated by Lob. The CRM reactivation team, led by Berlin-based Malin Dettmann-Levin, embarked on an initiative to rekindle interest among lapsed customers. This involved crafting data-driven direct mail campaigns targeting key segments with the goal of maximizing ROI. Using a test-first approach, they managed to start small to learn and iterate, ultimately optimizing the campaigns to effectively reach high-value customers and minimize potential risks.
3.
Action
Implement Data-Driven Campaigns
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Conducted data-driven direct mail testing.
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Improved conversions and reduced reactivation costs.
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Leveraged real-time data for personalization.
The Marley Spoon CRM team utilized the data on user attributes and real-time events to design and send personalized direct mail tailored for high-value customer segments. By adopting a methodical approach of testing and optimizing over time, the team improved conversion rates significantly. Each mailing aimed not only for reactivation of users but also minimized the cost per reactivation. These efforts demonstrated the value of marrying traditional direct mail with contemporary data analysis to achieve tangible success in re-engaging lapsed subscribers.
4.
Result
Achieve Significant Conversion Revenue
→
20% of conversions from direct mail.
→
263% higher conversion than email campaigns.
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Plans to expand direct mail utilization.
The outcome of Marley Spoon's innovative approach was a resounding success with 20% of customer reactivations directly resulting from their direct mail efforts in a single quarter. Compared to the email campaigns they were running in parallel, direct mail showed a staggering 263% higher conversion rate. The initiative led to improved processes, increased productivity, and reduced costs. Encouraged by this success, Marley Spoon plans to integrate direct mail more deeply into their omnichannel strategy, expanding on this evidence-backed success to drive future growth.
Keywords
MARLEY SPOON
LOB
DIRECT MAIL
CUSTOMER REACTIVATION
CONVERSION RATE
CHURN REDUCTION
CRM
DATA-DRIVEN MARKETING
PERSONALIZATION
OMNICHANNEL STRATEGY
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1.
What types of direct mail campaigns do you support (handwritten notes, postcards, catalogs, personalized mailers, QR code integration, etc.)?
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2.
How does your platform handle personalization and dynamic content customization?
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3.
Can your platform automate direct mail triggers based on online behavior (cart abandonment, loyalty milestones, last purchase, etc.)?
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4.
What level of tracking and attribution do you provide for measuring direct mail campaign effectiveness?
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5.
How does your platform integrate with our existing tech stack (Shopify, HubSpot, Salesforce, CDP, ESPs, marketing automation, etc.)?
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6.
What printing, fulfillment, and mailing services do you offer (on-demand vs. batch mailings, speed of delivery, international shipping, etc.)?
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7.
What types of audience segmentation and targeting capabilities do you offer?
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8.
How do you ensure compliance with data privacy laws (GDPR, CCPA, HIPAA, etc.)?
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9.
What printing technologies and materials do you use (eco-friendly options, variable printing, embossing, foil stamping, etc.)?
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10.
Do you provide list acquisition and data enrichment services to enhance our targeting efforts?
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