The Advantages of Direct Mail [Video]

The Advantages of Direct Mail

COO Liran Kapoano and Data Manager Jeff Gonnello are here to discuss some surprising aspects to direct mail marketing that companies often don’t consider when creating a campaign.

2 minute read

Direct Mail Marketing, videos

Video Transcript:

0:00:00 – 0:00:16

LIRAN: What would you say would be the most surprising aspect that you’ve learned about the experience of sending direct mail to, you know, millions and millions of households across the United States?

0:00:17 – 0:00:33

JEFF: Right. So that I think the most surprising thing that I’ve learned so far in the two and a half years Ive been here is how reliant people are on actual mail and how viable it is. You see a lot of digital marketing around and a lot of people call it snail mail, which it is slow.

LIRAN: They do call it snail mail. Yes, yes.

JEFF: They do.

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0:00:34 – 0:01:04

LIRAN: You know, an email gets somewhere and in, you know, basically instantaneously. But mail, physical mail takes a while. And, you know, for a long time, I think a lot of businesses were like, why would you want to wait three days or a week or however long it’s going to take, depending on what kind of postage you’re using. And I think what we’re finding, what we have found and Jeff, maybe you might want to speak to this too a little bit, is that there is a price for relying on all digital verses physical stuff.

0:01:05 – 0:01:34

JEFF: Sure you get lost in the shuffle a lot easier than getting four pieces of mail sent to your house.

LIRAN: That’s right. And I think that that’s a critical component because everybody wanted to take the direct mail experience that has been central to marketing and try to replicate that without using the paper because it’s faster and it’s cheaper and all that other stuff. But you can’t do that, right? I don’t know about you Jeff, do you read a lot of email advertisements that come to your phone or your inbox?

0:01:35 – 0:01:55

JEFF: To be honest with you, I got about 40,000 emails in my inbox. So, no.

LIRAN: Are they all unread?

JEFF: Yeah, they’re all unread.

LIRAN: Whereas if you go to your mailbox, which you must occasionally, right? I don’t know if you’re necessarily reading all of the mail that you get –

JEFF: You’re at least going to look at it.

LIRAN: But you’re at least seeing it.

JEFF: True.

0:01:56 – 0:02:22

LIRAN: When people for years were saying that, you know, it’s only senior citizens that open their mail because younger people are not used to getting mail. I don’t think that’s true anymore. I don’t know that was ever really true. Right? We’re seeing that a lot more people are now able to go through their mail. And we in our responses that we have, that we get the age, the age range of that has trended down over the past few years since COVID, especially.

0:02:26 – 0:02:30

LIRAN: If you’d like to learn more, you can visit: dksmo.com

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