Direct Mail is relevant now, more than ever!
Navigating the marketing world during a pandemic can be challenging. Do we push out more offers? Do we cut advertising? Do we create new discounts to keep sales coming in?
Some companies have hit the “cancel” button on advertising; but, now more than ever, it’s critically important to hang on to your company’s existing customers. The last thing you want to do during an economic downturn is to cut things back so far that it’s impossible to bounce back when the opportunity finally presents itself.
Should you continue marketing as though nothing has changed in the world? Probably not. We are in a global crisis and your marketing efforts should reflect that. Remember to stay relevant, authentic and timely – we cannot ignore what is going on in the world.
What kind of marketing is the best during this unique and strange time? What about email? How many emails have you received about COVID-19 procedures? Too many to count? With that in mind, maybe electing to send ONLY emails as your core marketing strategy isn’t the best idea.
If you think about it, a very large percentage of people are at home.
Before the pandemic, direct mail was reporting up to a 9% response rate. Results from a recent survey conducted by the United States Postal Service indicate that now, more than ever, consumers are relying on mail to stay positive, informed and connected during quarantine.
This same survey indicated that 60% of people admit receiving mail is more meaningful to them than email. Although this survey is specific to cards and letters, marketers can see a positive impact through a relevant direct mail campaign.
Increase your overall conversion rates by utilizing direct marketing methods that target only people who are most likely to continue to buy from your business. You can simplify the guessing game of who your prospects are through tools such as LeadMatch. LeadMatch identifies the addresses of interested prospects who have visited your website. Once identified, you can continue to track these customers with our full PPS Plus program and retarget them via Facebook, Instagram and Google ads.
While there might not be a quick fix to the new marketing world that we face, remember to understand and focus on your target market, make your message relevant and have patience that every effort that you make will pay off in the long run.
PPS offers direct mail solutions for over 1,500 businesses and nonprofit organizations in Amarillo and Lubbock. From first-class presort services to fully designed and printed direct mail campaigns, we do it all.