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Marketing Tango

The Rhythm of Integrated Marketing

Direct Mail Remains a Valuable Marketing Tool During Shutdown

Direct Marketing

Apr 08, 2020

Direct Mail Marketing_2020Stay Strong, Keep Customers Informed, Overcome Fears

In today’s surreal, in-between world—while we wait to see if the curve is flattened and the spread of COVID-19 is arrested so that we can get back to our regular lives—integrated marketers are looking for ways to keep business functioning. Many of what we’ve come to think of as “the usual” marketing efforts have taken a hit—especially in-person, experiential events and activities. 

Rest assured, though, direct mail continues to be a great way to reach customers. 

While you may have some concerns about direct mail or Every Door Direct Mail® (EDDM) because of the virus, let’s take a look at the many reasons why this form of old school marketing remains strong while many of us are under shelter-in-place orders. 

Keep Communicating

If your business has always sent direct mail, then keep doing so. As Target Marketing points out, when we are surrounded by chaos and uncertainty, maintaining the regular and expected parts of our business helps customers know that life will return to normal. Recipients will find hope and comfort from brands that share reassuring messages, reminding them that while this is an unusual period, it will eventually pass. Brands that communicate panic or fear, or who go silent altogether, will only alienate audiences looking for some relief. 

Online Business = Social Distancing

Communications platforms like Zoom and Skype; email; and teamwork platforms like Slack allow business professionals to easily work online, complying with social distancing guidelines. Likewise, businesses like ours offer no-touch processes for placing and receiving orders, facilitating the production of business materials. Integrated marketers will appreciate the ease of online creative hubs like this, allowing them to easily upload art or copy and either receive finished pieces or have them sent directly to the post office for mailing. 

Part of A Comprehensive Marketing Campaign

If your business needs to promote alternatives to live events, or if you are increasing your webinar and virtual meeting offerings, direct mail should be an integral part of your marketing strategy. Target digital attendees through direct mail and reinforce what has been shared via your website or email. It is a stressful time and trying to embark on untried outreach methods may be frustrating. Instead, stick with the channels you know work! 

Direct Mail Endures

Although email and other digital marketing platforms are also viable marketing alternatives during this time, only direct mail can be held, admired, and appreciated long after it is received. In one UK study 24% of people said they placed greater value on pieces they could grasp and touch, and 38% said their perception of the sender was influenced by the physical piece. Direct mail pieces are also more likely to be hung up and displayed or shared in a household or office. 

Don’t Fear the Mail

Some people have wondered if they should fear contracting COVID-19 through the mail. At the time of production of this article, UPS, FedEx and the US Postal Service all maintain that the mail is safe, and potential for transmission on packages or mail is unlikely. The US Surgeon General, the Centers for Disease Control (CDC) and the World Health Organization (WHO) have found no evidence that the virus is spreading through the mail or that any particles transmitted to letters or packages can survive long enough to infect recipients. 

These organizations all urge individuals and businesses to continue to send direct mail and other important items through the usual package delivery services. If you are still uncertain, be sure to wash your hands thoroughly after you handle the mail and remind your recipients to do the same. 

Taking Care of Business

Our ultimate goal is to help your business function as normally as possible during this unusual time, and to ensure that you are ready for when the worst of the fears and concerns around COVID-19 have passed. We continue to provide critical integrated marketing services. 

Our offices are up and running, ready to prepare your direct mail piece, EDDM® or other marketing materials. Simply visit us online or give us a call, we are happy to help your business get back to business.

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