Omnichannel Retail Direct Mail
Power Macy's Next Bold Chapter with Intelligent Direct Mail
With 640+ locations, a thriving ecommerce presence, and millions of loyal customers, Macy's needs direct mail that keeps pace with its omnichannel ambitions. Lob helps Macy's automate personalized mail — from credit card acquisition offers to loyalty campaigns — with full delivery tracking and seamless integration into your digital ecosystem.
Personalization at Macy's Scale
Leverage your customer data and predictive analytics to trigger hyper-personalized mailers — promotional catalogs, loyalty re-engagement, and seasonal campaigns — across millions of households without manual effort.
Unify Offline and Digital Measurement
Connect direct mail performance directly to Macy's Media Network and your omnichannel reporting. Track every piece from send to delivery and tie it to online conversions and in-store visits.
Automate Credit Card Communications
Streamline the high-volume card acquisition, activation, and disclosure mailings tied to your Citibank alliance — ensuring compliance, speed, and brand consistency across every touchpoint.
Intelligent Delivery and Address Verification
As Macy's optimizes its store footprint, ensure every customer communication reaches the right address with real-time address verification and mail tracking across all 43 states and beyond.
Improve your retail mail ROI – even with a lean team
Direct mail for retail & ecomm marketers
Retail marketing teams are expected to move fast, personalize everything, and prove ROI – often without extra headcount. Lob combines advanced campaign tools and industry-leading infrastructure, so your team can launch campaigns without managing multiple vendors, handoffs, or timelines.
How Lob helps
- Templates and automation: Create reusable templates, then trigger mail via API integrations.
- Routing intelligence: Lob coordinates print, routing, and USPS entry through our print partners to help shrink delivery time.
- Campaign analytics: Integrate with your CRM or CDP to track multichannel campaign results.
See Lob in action
How ecommerce and retail brands use Lob
Add mail to your CRM or CDP
customer journeys
Trigger postcards to reactivate
lapsed customers
Drive digital engagement with QR
codes or PURLs
Mail to new audiences you can’t get
to with email
Send personalized promotions or
offers timed to key events
Launch and deliver new campaigns
faster
25%
of marketing budgets are
going to direct mail in 2026
98%
of leaders say direct mail is
effective for winback
94%
say direct mail is best when
integrated with other
channels
Our experts know retail mail
Read the Q&A from Lob retail experts
How do we add direct mail to existing journeys so it runs alongside our digital channels?
Lob's API integrates directly with your CRM or CDP, so direct mail becomes another trigger in your existing journeys, not a separate workflow. When a customer hits a segment or behavior threshold, you can program mail to fire automatically to amplify your other channels.
What are the best ways to trigger winback mail, and when should it send?
Postcards work well for reactivation since they’re low-cost, easy to personalize, and can be stuck to a fridge as a reminder. Set your trigger based on lapse behavior in your CRM: typically 30, 60, or 90 days of inactivity, depending on your purchase cycle. You may even be able to reach customers that you can’t reach through email.
How do we personalize retail direct mail at scale without slowing production?
Build your template once in Lob with merge variables and conditional logic, then let your customer data do the work. Content, offers, and format can all flex dynamically at send time, whether you’re sending 500 thousand pieces or 500.
See How Lob Helps Macy's Modernize Direct Mail at Scale
