How TargetList Campaigns Survive Pricing Challenges [Video]

How TargetList Campaigns Survive Inflation Challenges

COO Liran Kapoano and CEO Joel Dickstein reflect on the pricing challenges of direct mail marketing, and how TargetList is able to overcome potential rising costs in postage through effective audience targeting.

2 minute read

Direct Mail Marketing, videos

Video Transcript:

0:00:00 – 0:00:31

LIRAN: Our challenge, of course is that postage went up. Our production costs are still a little bit elevated from before COVID, but have come down, I would say quite a bit. And the postage is really it’s – Our response rates are up. And part of that is because some companies have not been able to handle even small increases in postage because they’re sending out so many mailers that just, you know, and they’re not targeted.

0:00:32 – 0:00:51

So that it is the postage is a very important component of that. Whereas for us, we’re really about quality as opposed to quantity. So if you’re already going from sending out 100 mailers to 20 mailers. Well, your cost savings is going to be quite a bit more than your cost increase on the side of the postage.

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0:00:52 – 0:01:22

JOEL: I was going to make the point – I was going to ask you to hit that the difference between, right, targeting direct mail, you know.

LIRAN: Yeah. Yeah. I mean, it doesn’t, it’s not like total immunity from price increases and shortages and all that other stuff that was part of the COVID economy. But that stuff is pretty much all over at this point. I mean, we’ve had price stability now for about a year, maybe even trending down a little bit in terms of what we’re seeing in terms of cost of paper and envelopes and things like that.

0:01:23 – 0:01:34

And yeah, but I mean, in postage – postage goes up every year. Even – not in an inflationary environment.

JOEL: If you want to learn more, go to dksmo.com

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