MarTech Podcast Episode Summary

Episode Title: One growth tactic that worked in 2015 that will still work in 2035
Host: Benjamin Shapiro
Guest: Ryan Ferrier, CEO of Lob
Date: January 21, 2026

Episode Overview

This episode of the MarTech Podcast dives into growth tactics with staying power, focusing specifically on strategies that were successful in 2015 and are expected to deliver results through 2035. Benjamin Shapiro interviews Ryan Ferrier, CEO of Lob, who shares timeless marketing approaches and practical insights for audience re-engagement, particularly around the continued effectiveness of direct mail and “win back” campaigns.

Key Discussion Points & Insights

1. Direct Mail’s Enduring Value

• Ryan Ferrier highlights direct mail as a consistently effective tool for audience engagement and business growth.
• Despite the rise of digital channels, direct mail stands out due to its tangible nature and ability to cut through digital noise.
• Quote (01:10):
  “Direct mail is always going to-- always going to perform.” – Ryan Ferrier

2. Win Back Campaigns for Lapsed Customers

• Win back campaigns involve reaching out to users who have unsubscribed, become dormant, or have not interacted recently.
• Integrating direct mail into these campaigns can re-capture the attention of past customers and drive renewed engagement.
• Quote (01:18):
  “What we call win back campaigns are always going to perform in 2035... you take people who either unsubscribed or dormant from your digital channels and you send them a direct mail piece.” – Ryan Ferrier

3. Real-World Example: Laundry & Dry Cleaning Service

• Benjamin Shapiro references a successful campaign from a decade prior using Lob’s platform:
  • Customers who hadn’t used the laundry delivery service in 60 days got a personalized mail piece offering a discount.
  • This simple, targeted approach resulted in effective customer reactivation.
• Quote (01:34):
  “Hey, you were using this laundry and dry cleaning delivery service. It’s been 60 days. Yeah, you need a discount.” – Benjamin Shapiro

4. Offer Optimization through Testing

• The most successful win back campaigns test multiple offers (e.g., different discount percentages, dollar amounts) to determine which drives the highest conversion.
• Marketers should identify the “threshold at which people start converting” and use that as their control for future campaigns.
• Quote (01:46):
  “When folks do it the best, they actually test different percentages and different offers... and then they actually say, hey, what’s the threshold at which people start converting?” – Ryan Ferrier

Notable Quotes & Memorable Moments

• Direct mail’s future-proof relevance:
  “Direct mail is always going to... perform.” (01:10) – Ryan Ferrier
• Win back campaigns explained:
  “What we call win back campaigns are always going to perform in 2035.” (01:18) – Ryan Ferrier
• The power of tailored discounts:
  “This one’s 10%, this one’s $10, this one 15%. And then... what’s the threshold at which people start converting?” (01:48) – Ryan Ferrier

Timestamps for Important Segments

• 00:50 – Benjamin introduces main question: Growth tactics with staying power
• 01:10 – Ryan Ferrier on direct mail’s effectiveness
• 01:18 – Explanation of win back campaigns using direct mail
• 01:34 – Example: Laundry service and discount mailers
• 01:46 – Offer testing and optimization for win back campaigns

Conclusion

Ryan Ferrier and Benjamin Shapiro emphasize that while marketing technology has evolved, some classic tactics—like direct mail and win back campaigns—remain effective, especially when paired with rigorous offer testing. These approaches foster lasting customer relationships and adaptable strategy, demonstrating that marketing fundamentals with a tech-enabled twist are here to stay.

For more information, visit martechpod.com or find Ryan Ferrier on LinkedIn.