Offline Marketing Automation Platform Postal.io closed on a $22 million Series B led by OMERS Ventures, with current investor Mayfield Fund also joining the round.  The series raised total funding to $31 million.

The funds will be directed toward growing the Postal.io team, ongoing product development, and international expansion.  The firm is looking to address the lack of tracking, attribution, automation, and scale in the $120 billion market for direct mail, personalized incentives, branded swag, and corporate gifting.

Postal offers an “expansive marketplace featuring high-end, locally curated items from specialized vendors” that foster “meaningful experiences to drive better engagement with prospects, increase conversion rates, and boost employee engagement.”

“Teams that were once manually sending offline touchpoints are now able to efficiently automate and track direct mail, branded company swag, personalized gifts, and virtual events at scale.  We help companies leverage this proven channel with a frictionless, team-agnostic platform.  Companies are using Postal.io across their organization to deliver more meaningful, impactful, and delightful experiences.”

Postal.io CEO Erik Kostelnik

Events began as mostly marketing activities, but with so many employees working from home, roughly half of their events are employee team-building activities or celebrations.  Postal claims an average attendance rate of 90% for its events.

Postal offers a concierge team that operates as an “extension of your marketing team.”  Postal Concierge assists with managing “curated, branded, specialty items, and experiences that are guaranteed to surprise and delight your prospects and clients.”  The Concierge team also assists with event customization and talent booking.

Another feature is collections.  Instead of picking a single item, the rep sends a link to an array of themed items, allowing the user to choose from the collection.  Thus, a drink collection would include coffee, tea, and cocoa options.  Likewise, a cocktail-making event would offer a mocktail option.

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Part II continues with a discussion of the Postal Marketplace and integrations.