Data Management & Covid’s Influence on Direct Mail Marketing [Video]

Data Management & Covid’s Influence on Direct Mail Marketing

Data & List Manager Jeff Gonnello and Director of Business Development and Alliances Akash Shah discuss the complexities of data management and the impact COVID has had on direct mail response rates.

2 minute read

Direct Mail Marketing, videos

Video Transcript:

0:00:00 – 0:00:28

AKASH: So Jeff, I know you’re a very integral part of the team. A lot of people don’t get to see what you do on a daily basis. Why don’t you give us a little insight?

JEFF: Well, I help build the TargetLists. So I calculate what we mail out to county on a zip code bases, on the city bases, state, for all of our different campaigns. And I run the numbers back to see what is working, what is not working so we can optimize what we mail out.

0:00:29 – 0:00:46

AKASH: Gotcha. So you’re basically the numbers guy.

JEFF: I am the numbers guy.

AKASH: Got it. Yeah, we definitely need those over here. But like, just out of curiosity, I mean, the last few years, I know Covid’s made quite an impact on what’s been going on as far as mailers goes. What have you seen? What type of trends have you seen?

0:00:47 – 0:01:11

JEFF: In terms of COVID?

AKASH: Just in general since COVID like how people have been responding?

JEFF: Well, since COVID actually got people more responding. They’re home more often, they see more mail. They’re used to seeing it. We’re bombarded by so much digital marketing when we’re all at home, on our computers, on our phones all day. So seeing a piece of mail come through, people are more inclined now to reply than ever.

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0:01:12 – 0:01:33

AKASH: Yeah, I mean, I can tell you firsthand, it’s a nice relief seeing a piece of paper versus being on my screen all day. And also one other thing as well. I think you did mention this, but it being relevant, too right? Getting whether it’s a mailers or a personal letter, I personally am more likely to read it if it’s relevant to me.

JEFF: Yeah, of course. Yeah.

AKASH: Yeah. Thanks for sharing.

0:01:34 – 0:01:33

JEFF: For more information: visit dksmo.com.

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