Is Direct Mail Safe During COVID-19?

In fast-moving and uncertain situations, communication can be a challenge.

While you may have been temporarily stalled by the dramatic changes of the last month, now is the right time to be proactive in your customer connections. Crisis communication specialists tell us that, in hard times, communicating early and often is crucial.

The decisions you make now are essential for your business to survive today and to thrive later on.

Why Direct Mail is Still a Trustworthy Source

Reports of postal workers testing positive for the novel coronavirus may have raised some concerns that the pathogen could live on letters and packages, potentially exposing people to infection just from opening their mail or packages. But the U.S. Postal Service has assured us that the mail is still safe:

“There is currently no evidence that COVID-19 can spread through the mail,” the postal service said recently, alluding to the disease caused by the virus and citing the U.S. Centers for Disease Control and Prevention and the World Health Organization. 

Most businesses are still mailing at this time, but if you have questions about direct mail marketing, you are not alone. It’s important to be ready with answers for your customers, preferably from reliable sources like the Center for Disease Control:

“Although the virus can survive for a short period on some surfaces, it is unlikely to be spread from products or packaging that are shipped over a period of days or weeks at ambient temperatures,” says the CDC. “Currently there is no evidence to support transmission of COVID-19 associated with [mail and packages] and there have not been any cases of COVID-19 in the United States associated with imported goods.”

Because the virus is not spread through the skin, but through the respiratory tracks, any contact with mail or packages is not an immediate danger. Regular hand-washing and proper hygiene are the most important factors for mitigating any risk with envelopes, packages, or really with any contaminated surfaces.

What Kind of Mail Should I Send?

Since people are currently hungry for connection, there is no better time to lean into your marketing efforts.

But be sensitive in doing this, and offer messages of hope and relief. Dartmouth professor Paul Argenti offers these tips for communicating during a crisis:

Focus on What is Important to the Customer

For example, Target sent out a note from the CEO to customers, describing enhanced cleaning procedures and additional staffing for order pickup and drive-up services.

Provide Relief When Possible

JetBlue became the first airline to waive change and cancel fees for coronavirus-related concerns. The move went a long way towards reassuring current customers as well as bringing new ones on board. Insurance companies, in contrast, do not consider the coronavirus a valid reason for canceling a flight.

Focus on Empathy Instead of Pushing Sales

Be creative, but keep empathy in mind. Companies should reshape advertising and promotion strategies to be more in line with the current mood of the day.

Watch for Those Silver Linings

While we’re all in unfamiliar territory right now, everyone wants to support each other.

Businesses care about customers, and all of us care about economic recovery. Keep reaching out to your clients and remember that this is only temporary. While this situation won’t last, many positive outcomes will!

The lessons we learn today can make us more flexible, strategic, and more community-minded.

Affordable Offline Marketing for Your Small Business

Do you have a small business that could use a revenue boost?

Most marketing strategies are crafted around costly advertising campaigns, but there are many free or affordable tactics you can use to grow your business at any stage.

Here are a few offline marketing fundamentals to get you started, no matter how small your budget!

1. Take part in local events.

Sales are based on relationships, and relationships require connection.

Network in proactive ways by attending or taking part in local events. Get to know other small business owners and have your business card or flyer ready; you never know when the opportunity will present itself!

2. Create customized stickers or labels.

It’s not just a kid thing – people truly enjoy stickers!

Create a colorful custom sticker and pass them out anywhere your target users might be. Stickers and labels can be used on car windows, water bottles, notebooks, and more.

3. Start a simple rewards system.

One of the easiest ways to boost your profits is by offering current customers a loyalty incentive.

If you have repeat customers or need subscription/service renewals to succeed, you can print loyalty punch cards, start a digital point-tracking system, or mail coupons to customers who make a baseline purchase with your business.

4. Offer demonstrations.

Life is more fun when you try new things.

If you wanted to learn yoga, woodworking, or the violin, would you learn by watching or by trying? Participation is an essential way to engage the body, mind, and emotions of your prospects.

Brainstorm ways you can combine learning and doing through presentations. Whether it’s giving samples, making online teaching videos, or offering live demonstrations at an industry event, engage your customers by getting them involved.

5. Launch cross promotions.

Is there some way you can build rapport between your business and another firm?

Work with another entrepreneur to offer giveaways, contests, or product discounts. During one holiday, GameStop and PayLess shoes partnered on a cross-promotional campaign. Shoppers at the video game retailer received register coupons for the shoe store, while shoppers at PayLess got discount coupons for GameStop. Because many of their stores are in close proximity, it was a winning strategy for both retailers. Cross promotions can include joint mailings, coupon partnerships, shared booth space, or promoting each other through social media. 

6. Spread the word.

Got flyers? Door hangers and sell sheets? Looking to share the love? Go classic and canvas your area.

Pound the pavement and leave your print materials on porches, doorknobs, windows, cars, and more. Leave your business cards on restaurant tables, at coffee shops, in libraries, or even on mirrors. If you’re feeling brave, do some cold calling after you canvas and ask if you can share some follow up info.

7. Perfect your pitch.

What do you sell? What problem can you solve? If you can’t explain yourself in a single sentence, then you have a problem.

Like a great campaign slogan, an elevator pitch should summarize your business, product, or service in a concise, convincing fashion. YOU are your best advertisement, so have a short, convincing statement ready to introduce your business to new customers or colleagues any moment the opportunity is at hand!

A Building Block for the Future

Most of these tactics are inexpensive, but they do take time and effort.

Remember, results won’t come immediately, but boosting your name now can increase your revenue and enable you to cast a larger net in the future. Give us a call or visit our website to chat about affordable printed resources you can add to your offline marketing arsenal today.