How to Best Use Direct Mail Marketing During COVID-19

By Summer Gould. President at Eye/Comm Focused Marketing Solutions. Direct Mail, Print, Fulfillment, Mobile and Social Media.  

During a time of crisis, it can be hard to know how best to market your products or services to customers. If your customers are consumers and not businesses, direct mail is still a great way to reach them. Of course, with businesses having employees work from home, this certainly creates challenges for B2B marketers who use direct mail in their marketing mix. However, there are other channels that can be used instead. So for now, you many want to put B2B direct mail plans on pause and wait for when those individuals are back in the office.

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 a product or service that already will help 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.