During a time of crisis, it can be hard to know the best way to market to your customers. Also to note, a few people have expressed concerns about virus transmission from mail, but the WHO and CDC both say that no coronavirus transmission has occurred from a newspaper, magazine, letter, or package. Sending mail pieces to customers and prospects is still considered safe.
So what is the best way to use direct mail right now?
- Images – Avoid images of people in groups, touching, or at events. Instead find images that are still compelling to convey your message.
- Message – Avoid using terms that involve touch and closeness. Keep your message about how your product or service will help the prospect out. Do not try to capitalize on the crisis. It is acceptable to mention any changes you have instituted, but do not have a COVID-19 sale. And of course, do not dramatize the crisis for your benefit.
- Empathy – Be sure to show empathy for what your customers are going through. Times are tough and you don’t want to come across as insensitive. Consider creating a piece that conveys optimism, hope, and humanity.
- Plan – When designing your mail piece, consider how it can actually help people. If you have a product or service that already will help prospects during the pandemic, highlight that. If not, find a way for the piece to educate, entertain, or inspire prospects into action.
Another way to help customers and prospects at this time – and generate some good PR – is to find ways to help your community, and encouraging mail recipients to do the same. Or consider teaming up with a relevant local nonprofit, and make a pledge to donate a portion of your sales revenue. Creating a mail campaign with a positive message and needed products, services, or information will be well received and responded to.
It also is important to consider your list. There may be people on your list who are better targets to reach out to than others right now. Segment those people out and send only to them. This is not the time for a one-size-fits-all campaign. Sensitivity and relevancy really matter right now. The best direct mail will send the right offer to the right person at the right time.
In a crisis, your customers want you to be reliable and credible. Provide needed products, services, or information that shows your mail is relevant and appreciated. Be a friendly, trusted resource to help them through the crisis. Keep in mind that how you communicate contributes to how your brand will be remembered. This will position you now and in the future as a company that your customers and prospects want to do business with. Ready to get started? Contact us today.