With limited in-person contact, direct mail has become a key method of communication during the novel coronavirus (COVID-19) pandemic.
Over the last few weeks, millions of Americans have been asked to stay home to combat the spread of this life-threatening illness. On March 19, California became the first state to issue an executive order asking its residents to do so. In the days and weeks following, more than 30 states urged their citizens to do the same, closing non-essential businesses in the process.
As people remain in their homes, face-to-face communication has become limited. Many companies have transitioned to work-from-home setups, stores have focused their efforts to promoting online shopping, and essential small businesses have searched for ways to entice customers to make purchases to help keep them in business.
In these uncertain times, it’s important to continue your marketing efforts to ensure your brand remains relevant to consumers, update them on how you’re handling the ever-evolving situation, and inform them of new ways they can interact with your business (e.g., your company has opened a new online store, your restaurants are offering new promotions and delivery options).
Direct mail is a powerful tool to convey these messages. Because people are home, they’re more apt to check for and read their mail now than during other times.
Design Distributors is here to help you develop a direct mail campaign to speak to your customers during this challenging period. More than ever before, direct mail is a key communicator—yet it’s important to ensure you’re sending the right message.
Your direct mail piece should be relevant to the consumer and their needs. Although there may be financial concerns, if you present your message as relevant, you may have a unique opportunity. Let them know you are there for them, just as the Design Distributors team is here for you. Such messaging can take multiple forms:
Health and safety should be at the forefront of your message. Explain all the measures you are taking to protect workers and customers—especially if you have a brick-and-mortar location. This may include extra cleaning efforts, new sanitizer machines, requiring staff to wear gloves and masks, having employees work alternate days, and permitting as many employees to work from home as possible.
Your mail piece should inform customers how they can interact with and access your business while remaining in the safety of their homes.
For example, if you’re a brick and mortar and you’ve created an online shop so consumers can have goods delivered directly to their doorstep, you should send a letter or postcard with a link or QR code to your new website.
Maybe you own a now-closed chain of gyms and will be posting live video workouts to your social media for your clients. To boost your visibility, you should send out a brochure explaining the dates, times, types of workouts, and social media platforms you’ll be streaming on.
If you’re a restaurant that can no longer provide sit-down service, send a postcard to customers letting them know you’re still open and can provide delivery or curbside pickup.
As many turn to online shopping for food, clothing, and other essentials, you’ll want to send out a postcard or self-mailer with an online coupon code to your customer base, or even a new list you’re trying to target. Accompany the code with products relevant to your customers’ needs by using variable data printing.
Sending out this offer keeps your brand top of mind when customers are clicking around on the internet.
Ensure your message does not make light of the current climate or play on people’s fears. Address your customers’ pain points in a tasteful and sympathetic manner, showing them you’re there to help in this time of need.
Design Distributors is also constantly updating our customers about the proactive precautions we are taking and how we are handling new executive orders. Check out our latest update here. We want our customers to know we have taken the necessary measures to ensure our employees’ and customers’ safety. Please do not hesitate to call our representatives with questions or concerns. We are here for you.