What Share Local Media does

Share Local Media (SLM) is a private, full-service direct mail and out-of-home (OOH) marketing agency founded in 2016 and headquartered at 44 Wall St, 23rd Floor, New York, NY, with additional offices in Portland, Oregon and Raleigh, North Carolina. The company serves e-commerce and direct-to-consumer (DTC) brands across at least 13 verticals — apparel, food and groceries, pets, home goods, B2B, finance/fintech, non-profit, drive-to-store retail, beauty, telecom, insurance, children, and sports/outdoors — managing end-to-end campaigns including shared mail, standalone direct mail, catalogs, box and package insert media, and a newly launched OOH offering. Its technology backbone is the proprietary Poplar platform (heypoplar.com), an API-integrated direct mail orchestration tool with native CRM/ESP integrations (Klaviyo, Shopify, Salesforce), audience segmentation, dynamic creative, and AI-powered transactional lookalike modeling for audience selection, supported by a proprietary OOH matchback methodology that ties out-of-home impressions to online and store conversions.

The business model combines (a) managed direct mail and OOH agency engagements priced against client ROAS/CPA KPIs, (b) recurring Poplar platform/SaaS access bundled with managed services or used standalone, (c) insert media and shared mail monetization (e.g., Grove's 30+ brand packet), and (d) OOH media planning and measurement. Quote-based multi-year contracts are common, with documented outcomes such as 15x ROAS for Kettle & Fire, 7–9x acquisition / 10–12x retention ROAS for Knix, 521% pure / 173% incremental ROAS for Manscaped, 550% prospecting / 1,445% retention iROAS for Outer, and +122% store-traffic lift for Fabletics. Customer base spans 750+ lifetime clients including Fabletics, Instacart, Harry's, Blue Apron, Home Chef, Sweetgreen, Kettle & Fire, Knix, Manscaped, Chewy, Warby Parker, J.Crew Factory, Primark, Square, Upwork, ezCater, Greenlight, Huntington, and LendingTree; cumulative mail volume is 2B+ pieces, and SOC 2 Type II compliance plus CCPA controls enable regulated verticals most direct mail shops cannot serve. In May 2026, SLM won the REGGIE Awards Gold Mailbox Award for the Fabletics integrated DM + OOH campaign, and the company celebrated its 10-year anniversary in June 2026.

Name

Share Local Media

Legal name

Share Local Media, Inc.

Website

https://sharelocalmedia.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Share Local Media is a private, full-service direct mail and out-of-home advertising agency serving e-commerce and DTC brands across 13+ verticals via its proprietary Poplar platform, CRM/ESP integrations, and AI-powered audience targeting.

Ownership category

akta.pro rank

Product category

Direct Mail & OOH Marketing Services

NAICS

Advertising Agencies (541810), Direct Mail Advertising (541860)

SIC

Services-Advertising Agencies (7311), Services-Direct Mail Advertising Services (7331)

akta.pro primary industry

Brand Direct-to-Consumer (DTC) Stores & Storefront Platforms (BPAMAGAC)

akta.pro secondary industry

Apparel, Footwear & Accessories DTC (CRAFACAA)

Keywords

• Direct mail marketing
• Out-of-home advertising
• E-commerce marketing services
• Performance direct mail
• Insert media programs

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Managed direct mail and OOH campaigns: Fee-based agency engagements covering strategy, creative, print production, postage/fulfillment, and out-of-home media buying for e-commerce brands; performance-priced against KPIs such as ROAS, CPA and response rate (e.g., 15x ROAS for Kettle & Fire, 7–9x acquisition ROAS for Knix).
2. Poplar SaaS platform access: Recurring platform access to the Poplar direct-mail orchestration tool (heypoplar.com) with CRM/ESP integrations (Klaviyo, Shopify, Salesforce), bundled with managed services or used standalone by marketing teams.
3. Insert Media / shared mail monetization: Revenue from inserting brand creative into shared mail packets and managing multi-brand insert programs (e.g., 30+ premium brands in the Grove insert program, 200K circulation), combining managed service fees with media/distribution economics.
4. Out-of-home media planning and measurement: Fee and performance revenue from OOH campaign planning and proprietary matchback measurement (e.g., Fabletics Dallas-Ft. Worth campaign — 9.7M impressions across 7 placements).

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels9 records

Core offering

Share Local Media provides turnkey, performance-driven direct mail and out-of-home (OOH) marketing solutions for e-commerce and direct-to-consumer (DTC) brands. The company combines managed campaign services (shared mail, standalone mail, catalog, insert media, OOH) with its proprietary Poplar platform that integrates CRM, ESP, and e-commerce systems to trigger and personalize direct mail sends. Campaigns are priced against measurable performance outcomes such as ROAS, CPA, and response rate.

Product overview

Share Local Media operates a platform-plus-modules architecture centered on its Poplar platform — an API-integrated, AI-powered direct mail platform that connects with CRM, ESP, and ecommerce systems to enable triggered and personalized mailings. Complementing Poplar, Share Local Media offers a portfolio of direct mail and physical-media products including Shared Mail, Standalone Direct Mail, Box & Package Insert Media, Catalog, and the newly launched Out-of-Home (OOH) Advertising offering, with Design Services supporting creative development across the portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Poplar: Platform-based direct mail solution with CRM & ESP integrations powering triggered and personalized batch mailings; operated under the domain heypoplar.com.

Products and services

• Shared Mail Premium, co-branded envelope mailings that let multiple advertisers share postage and distribution costs for direct mail campaigns reaching shared household audiences; tailored to e-commerce and tech value propositions.
• Standalone Direct Mail Full end-to-end channel management for individual direct mail campaigns, covering strategy, creative development, execution, and results analysis as a dedicated solo mailing.
• Poplar Platform Tech-powered, API-integrated direct mail platform with native CRM and ESP integrations (Klaviyo, Shopify, Salesforce) that powers triggered mailings, personalized batch sends, audience segmentation, and performance reporting for e-commerce and DTC brands.
• Box & Package Insert Media Inserts placed in shipped boxes, packages, magazines, and meal kits, enabling brands to reach customers at the moment of unboxing through physical package media.
• Catalog Direct mail catalog offering for distributing printed product catalogs to targeted household audiences, supporting high-consideration purchase journeys.
• Out-of-Home (OOH) Advertising Out-of-home advertising offering extending Share Local Media's portfolio beyond direct mail into physical OOH media placements, paired with a proprietary OOH matchback methodology tying impressions to online/store conversions.
• Design Services Creative development services supporting the design of direct mail pieces, catalogs, box and package inserts, and OOH executions across the company's portfolio.

Quantifiable outcome

• 15x ROAS and +1.4% retention-rate lift for Kettle & Fire
• +17 more outcomes

Named customers50 records

Segments10 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core, flagship and minor.

• KlaviyocoreTechnology or IntegrationKlaviyo is integrated with the Poplar direct mail platform, enabling audience sync and campaign triggers from email/SMS flows. Documented in the Kettle & Fire case study and other verticals where Poplar users plug their ESP data into direct mail.
• ShopifyflagshipTechnology or IntegrationShopify integrates with Poplar to sync e-commerce audiences, abandoned-cart events and customer lists for direct mail. Poplar is also present in the Shopify App Store, making it a flagship technology and marketplace partnership.
• SalesforcecoreTechnology or IntegrationSalesforce is referenced as an integration supported by Poplar, enabling enterprise CRM-driven direct mail audiences alongside Klaviyo and Shopify.
• VeritreeminorStrategic or Co-development PartnerVeritree partners with Share Local Media on sustainability commitments, including planting 2,500 trees as part of the company's direct mail sustainability program.

Scale indicators17 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• AdQuick: AdQuick is a programmatic OOH buying platform focused on performance and measurement. Emerging competitor in the OOH planning and measurement layer that overlaps with SLM's newly launched OOH and matchback capabilities.

Broad incumbents

• Wpromote: Wpromote is a digital-first performance agency serving mid-market and enterprise DTC/e-commerce brands. Broad incumbent comparable on customer base and performance-pricing orientation, though primarily digital rather than offline-mail oriented.
• Valpak: Valpak is a household co-op/shared mail brand with a large local advertiser base. Comparable to SLM's Shared Mail product but operating at a much broader, less performance-priced, SMB-skewed scale.
• Outfront Media: Outfront Media is a large publicly traded out-of-home advertising company with national inventory. Relevant incumbent for SLM's newly launched OOH offering, though SLM differentiates with proprietary closed-loop matchback measurement.
• Vistaprint: Vistaprint (Cimpress) provides print, mail, and design services to SMBs and mid-market brands. Adjacent incumbent with overlapping print-and-mail production capabilities but a less performance-oriented, less DTC-focused offering.
• Tinuiti: Tinuiti is a large independent performance marketing agency serving DTC and retail brands across paid media, CRM, and increasingly offline channels. Comparable to SLM's full-service, performance-priced agency model from a GTM and customer-overlap perspective.

Direct peers

• Lob: Lob provides a direct mail automation API/SDK used by marketing teams to send programmatic mail at scale. Comparable to SLM's Poplar platform layer in terms of CRM/ESP integration depth and developer-first positioning.
• Taradel: Taradel offers shared-mail, EDDM, and targeted direct mail programs for small and mid-sized businesses. Overlaps with SLM's Shared Mail and Standalone offerings, particularly for non-enterprise SMB clients.
• Postie: Postie is a programmatic direct mail platform that integrates with CRM/ESP ecosystems to trigger personalized mailings. Direct competitor to SLM's Poplar on the platform side and to the standalone direct mail agency motion.
• PebblePost: PebblePost operates a programmatic direct mail platform targeting digital/e-commerce advertisers with performance-priced mailings. Closest comparable to SLM's Poplar-plus-managed-service motion for DTC and retail brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ShareLocalMedia
• LinkedInlinkedin.com/company/share-local-media
• Instagraminstagram.com/sharelocalmedia

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Share Local Media