While Americans stocked up on canned goods and toiletries last spring, your marketing department was probably hard at working pivoting strategies and figuring out ways to handle a never-ending list of what ifs. Fast forward nine months, and here we are, still in the midst of the COVID-19 pandemic and handling new unknowns every day. Your campaign topics, messaging strategies, even imagery selections, have had to adapt to this new normal.
So, what’s on your strategy essentials list during this time? One thing definitely should be: direct mail. No matter if you were or weren’t utilizing this marketing medium before, it’s time to give the mailbox the attention it deserves.
Why direct mail?
According to a Valassis study from April 2020, 30% of consumers are spending more time reading marketing or promotions that arrive in their mailbox compared to before the pandemic began. Let’s be real: Working from home can get lonely, and receiving a piece of mail adds a little excitement to the day. Plus, the pandemic has put a financial strain on many households, and key decision-makers are looking for every way to save.
Second, the mailbox isn’t as cluttered as our inboxes or social media feeds. In the age of social distancing, many businesses and organizations have shifted their focus to digital – making it that much more difficult to stand out. You have less to compete with in the mailbox, and a whopping 77% of people sort through their physical mail as soon as they get it.
Lastly, direct mail is truly the secret ingredient to a successful cross-channel campaign. Use your mailer to drive consumers to a personalized landing page, follow up an email with a reminder postcard, use your digital efforts to draw attention to a “coming soon” mail piece – the possibilities are endless! Direct mail amplifies your message and makes for a more comprehensive campaign.
How to connect with your audience?
- Show your human side. This is a difficult, stressful time for everyone. Use your direct mail pieces to show empathy, inspire hope and simply say that you’re here. For a personal touch, consider sending a letter in the voice of and signed by someone from your organization.
- Don’t be afraid to try something new. The same Valissis study also revealed that 84% of consumers appreciate the way some brands have changed their advertising tone due to the pandemic. Don’t toss your branding guide to the wayside, but think about new ways to connect with your consumers. This could be as simple as using new types of images or including a hopeful quote or funny tidbit in your piece.
- Give your piece a little extra pop. Who said direct mail just means postcards? Make your message stand out in mailboxes with unique die cutting, folding and other embellishments. Or, make your mailer memorable by giving consumers a little something to remember you by, like a magnet with important phone numbers or a pocket calendar.
The bottom line: Direct mail is doing even more during the COVID-19 pandemic. Don’t let the opportunity pass! At image.works, we understand this uncertain time has only put more on your plate. Let us help you find some marketing relief and create a direct mail piece that will be sure to grab the attention of your audience. Contact us today to get started.
Sources:
https://www.brandunited.com/article/how-to-best-use-direct-mail-marketin...
https://www.valassis.com/infographics/a-look-at-consumer-behaviors-in-a-...
https://www.valassis.com/blog/direct-mail-is-having-a-moment-seize-it/
https://www.corefact.com/academy/articles/7directmailstatsyoumaynotknow#...'s%20going%20to%20be%20seen