Partnership Enables Joint Customers to Easily Insert Direct Mail as an Orchestrated Step in the Buyer Journey and Create Impactful Hybrid Experiences at Scale
PFL, a leading hybrid experience company, announced its partnership with Iterable, the cross-channel marketing platform that powers unified and memorable customer experiences. The new partnership enables joint customers to run orchestrated and data-driven omnichannel marketing campaigns that include measurable, personalized, and automated direct mail as an integrated part of the customer journey. Iterable’s cross-channel marketing platform powers global brands with real-time customer engagement. Through the integration of the PFL and Iterable platforms, brands can develop data-driven campaigns that natively orchestrate direct mail into the customer journey, delivering exceptional customer service and bringing a new level of physical marketing capabilities to Iterable’s customers. Now, brands can easily harness the power of both physical and digital marketing touchpoints to create, optimize, and measure every interaction across the entire customer journey, resulting in highly impactful hybrid experiences for joint customers.
The ability for brands to capture audiences and earn their engagement has become increasingly challenging. In fact, a recent survey finds more than half of enterprise employees experience fatigue due to the volume of digital promotions they receive at work. In this new Attention Economy, brands must find new ways to reach their audiences more effectively and inspire customers to take action. PFL delivers authentic human experiences by orchestrating impactful direct mail in an ecosystem fueled by data. The company’s Hybrid Experience Platform bridges the gap between the physical and digital worlds, enabling businesses to seamlessly leverage digital signals and behavioral data to trigger physical touchpoints. Through the PFL-Iterable partnership and platform integration, joint customers can create an unparalleled Hybrid Experience by coupling the data-driven digital experience with the human-centered delivery of direct mail—elevating marketing performance with more than digital assets alone.
“PFL’s Hybrid Experience is centered on providing timely, orchestrated, and personalized moments of delight through digitally informed direct mail pieces that increase brand loyalty and drive conversions,” said Sam Yarborough, vice president of partnerships, PFL. “To do this effectively, we need to meet our customers where they are crafting omnichannel campaigns and collecting data. By partnering with Iterable—a leader in the marketing automation space—we can enable more customers to deliver hybrid experiences that drive results and deliver greater ROI.”
PFL brings a new level of direct mail capabilities to Iterable’s customers by providing a holistic marketing solution that eliminates data silos when executing marketing programs and provides full transparency into campaign performance. With Iterable and PFL, sending personalized and measurable direct mail is easier than ever. Joint customers can create data-driven marketing and sales campaigns that incorporate tangible direct mail to stand out in the Attention Economy and deliver on the promise and power of the Hybrid Experience.
“Consumers expect their interactions with brands to be seamless and personalized across all channels. A complete, individualized experience is the current and future state of marketing that all brands need to embrace,” said Kelsey Mullaney, senior manager of sales strategy & GTM, Iterable. “By partnering with PFL, our joint customers are able to integrate direct mail more seamlessly with their digital marketing channels throughout the lifecycle journey for a more cohesive and long-lasting connection with consumers.”