Going Postal Took on a Whole New Meaning in 2020

We recently released a very informative piece on “The State of Appends”, where we analyzed several different data points Webbula customers purchased from us in the first half of 2020, the trends we saw, and reasons why they did it.

One of my favorite pieces of data is an oldie but goodie – postal address.

2020 was already shaping up to be an interesting year from a marketing perspective.  Digital advertising continued to gain more prominence and wallet share of the marketing budget, but marketers were also increasing multi-channel marketing efforts with the continued maturity of Account Based Marketing programs.

Then boom! Covid-19 hit and really shook up the entire marketing landscape. Marketers were left scrambling to redefine their go-to-market plans. Suddenly, postal address as a data point became more prominent. Why?

  • Reaching where people are is more challenging. Almost immediately a lot of the addressable target audience wasn’t reachable at company headquarters. Remote working became the norm, and it might be the new normal going forward. Gone were the days of sending a mail-piece addressed generally to the department you are targeting and taking the calculated risk it would make it to the right desk. Marketers had to better define where their target audience members were working, and postal address helps them do that.
  • Inundation of digital marketing has led to exhaustion. When we lost the ability to meet and conduct the associated marketing face-to-face, items like email and social media became very popular ways to form connections. Inboxes and feeds soon became flooded – how many “in these challenging times” emails do you remember a few months ago? Marketers noticed too, and soon postal marketing activity was created to help offset the slew of digital touchpoints.
  • Frequent open and close orders along with curbside pickup and other creative new ways to sell services made postal address confirmations crucial. Very fluid stay-at-home orders and business restrictions down to the local municipality level challenged marketers to deliver timely responses to customers, with a focus on getting customers to the easiest and most available locations to conduct business. This remains true to this day!

What do we see for the future?  More of the same! There is an old adage that 3% of your target lists become obsolete every month. I predict that when we’re analyzing that at this time next year, the worldwide pandemic will have caused a rapid acceleration of bad data, and that percentage could get to 7-10% monthly on average. Get ahead of that now – read our special report and go to our data append page to learn more!

Jenna Devinney is the Marketing and Communications Specialist at Webbula. She manages social media, creates eye-catching content, and oversees web design. She’s a “Jill” of all trades writing a surplus of 100+ blog articles over two years in the email hygiene and data solutions space.

ANA editorial staff comment: for additional guidance on appending customer records, please review ANA’s self-regulatory guidelines or contact ANA staff.