How to Best Use Direct Mail Marketing During COVID-19
During a time of crisis, it can be hard to know how best to market your inventory or services to customers. Fortunately, due to the business to customer relationship needed for car sales; direct mail is still a great way to reach them. The majority of your potential customers are at home and checking the mail has become for many, one of the highlights of their day. Especially right now with millions of people looking for a stimulus check from the US government.
There are very few times in the history of marketing that you have had or will have a captive audience like you will right now. Make sure you make the most of this opportunity and tell your current customers and prospective customers that you are open for business and here to serve.
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 your 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 other images that are compelling to convey your message.
- Message – Avoid using terms that involve touch and closeness. Instead, 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”. It’s just tacky phrasing. And of course, do not dramatize the crisis for your benefit.
- Empathy – Be sure to show sincere empathy for what your customers are going through. Times are tough and you don’t want to come across as insensitive. Consider creating direct mail that conveys optimism, hope, and humanity.
- Plan – When setting up your mail piece, consider how it can actually help people. If you have already helped prospects during the pandemic, highlight that – without capitalizing on COVID-19. If not, then find a way for the mail piece to educate, entertain, or inspire prospects into action.
Another way you can help customers and prospects at this time – and generate some good PR – is to find ways to help your community, as well as encouraging mail recipients to do the same in their communities. 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 them 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 is sending the right offer to the right person at the right time.
In a crisis, your customers want you to be reliable and credible. Provide them with needed products, services, or information so that 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.
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