August 20, 2020

Unplugged and Tuned In: The Opportunity of the Moment

An illustration of a woman standing on a laptop inserting a direct mail piece into a mailbox

How Direct Mail Has Made a Mark on Consumers During COVID-19

As state restrictions caused by the COVID-19 pandemic prevents people from making unnecessary trips, or leaving their homes at all, many have relied on various electronic devices to keep themselves entertained. As a result, marketers have upped their digital ad game. According to a recent study, however, consumer attention may be leaning elsewhere.

Many people have had to make drastic shifts in the way they live since the US government implemented the stay at home order in March of this year, and it’s caused a lot of uncertainty for some. Now that 42% of the U.S. workforce is working from home, consumers are consistently looking for something new and exciting to add to their daily lives.

What Marketers Can Do

So, how can you give them the excitement they are looking for in a way that stands out from the constant influx of offers and incentives sent straight to their devices? A survey that was sent to 1,000 consumers in April 2020 tells us that people have paid more attention to their physical mailboxes since the start of the pandemic, which has helped contribute to the rise in direct mail redemptions:

  • 37% are more excited to receive mail in general.
  • 30% are more interested in reading through offers from local and national brands via direct mail campaigns.
  • 36% admitted to being persuaded by an advertisement and made an unplanned purchase during the pandemic.

It’s true that this revived thrill for mail and printed offers has people thinking about what their next purchase will be. This is why marketers should be looking into direct mail campaigns.

People are looking for a connection in all forms during this time, whether that’s with loved ones, friends, neighbors, or even businesses. While direct mail offers consumers a connection to their brand, it also gives them a mental break from the screen, activating the psyche with the ability to see, touch, and interact with a marketing piece. Direct mail grabs consumers’ attention by providing an aesthetic experience with branded art, messaging, and offers that will resonate with them longer than general digital ad campaigns would.

As we persevere through the pandemic as a business, and as consumers ourselves, it is important for marketers to remember to nurture the connection with customers, both existing and potential, and ensure they are utilizing the channels that have proven success. Direct mail continuously shows us that it is just as effective as its corresponding digital platforms by consistently driving sales, increasing ROI, and leaving a lasting impression, now more than ever.

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