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What outperforms email marketing?
April 1, 2020

Now is the time for direct mail

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Direct Mail Marketing During COVID-19 Pandemic

We are living in such strange times, both as individuals and businesses. A lot has changed, and nothing seems to be the same anymore. Businesses are changing their operations and regulations are getting more stringent. As it stands, none of the existing news has mention USPS as an essential business during the COVID-19 pandemic. With the Postal Service being negatively affected by the pandemic, so does direct mail marketing.

Effects of COVID-19 on Direct Mail Marketing

A deeper look into direct mail marketing reveals that it has been affected in several ways. First, the shuttering of businesses and the cancellation of events has resulted in a dramatic drop in all marketing budgets. Businesses are sending fewer mail pieces, which means lower revenue for businesses in the printing and mailing industry. Second, the effects of the pandemic have forced USPS to maintain personnel and facilities based on CDC guidelines. While the guidelines are meant to keep everyone safe, they can be difficult to maintain in a processing facility. Third, USPS is still struggling with the financial troubles it had before the coronavirus crisis began.

Needed Actions

The impacts of the pandemic on direct mail marketing cannot be overlooked. This has prompted Think Ink Marketing to internally address these issues in search of solutions. Actions are being taken to request Postmaster General Megan Brennan and chairman of the Postal Regulatory Commission (PRC) Robert Taub looks at the changes in mail marketing volumes. Some of the solutions under consideration include deferring collections, a per-piece discount, deferring planned price changes for internal mail, and adding promotions or extending incentives.

Businesses will continue using direct mail and, welcome all efforts from both the PRC and the Postal Service. The main challenge will be to stimulate mailers to work within the limitations of the CPI cap. It will be necessary that USPS help mailers work within the law during these trying times. Given that the crisis may continue for a while, those who rely on direct mail could use some relief to get the marketing numbers back up. As most people are now stuck in their homes, they may be excited about receiving well-designed and executed direct mail.

How to Use Direct Mail During the Pandemic

The coronavirus crisis has made it difficult for businesses to operate optimally. Many of the companies are now closed and their employees are working from home. However, this may be the best time to make hand-addressed direct mail is your best option to bridge that personal connection with your target audience. With people spending more time at their homes, they will have more time to check their mail, and give that personal touch needed during this period. Think Ink Marketing provides the expertise, production capability and guidance that delivers 3 times the open rate of conventional direct mail.

While the COVID-19 pandemic has disrupted every aspect of businesses, there is still an array of hope. As the country continues to take measures and navigate the pandemic, marketers need to think more creatively. Redefine your marketing performance by sending personalized handwritten mail your, we all need that extra no contact personal touch.

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