Reach out with Direct Mail.
“Reach Out for me... I'll be there.” Akin to the Four Tops song "Reach Out" in the current environment life is indeed filled with 'much confusion', when really we just need something or someone to help us function with a semblance of normality. Overall spreading a message of positivity, or on the converse not being afraid to ask for help if we need it.
Keeping your client base or supporters informed about in what capacity your are available if they need you at the moment is so important. We have the shopping on home delivery, why not information about your cause or business during this rather challenging economic interlude? With so many people working from home this is actually a prime opportunity to drive engagement.
We can connect with video channels thanks to high speed broadband that up until a few years ago were unthought of. We're the first to admit being rather camera shy and being somewhat reticent with video conferencing but at the agency we've embraced zoom and discussed many forthcoming direct mail campaigns with our loyal clients. Getting in touch and seeing a friendly face whilst observing that all important social distancing. There's only so much that email can communicate nuance, the all important human connection or ready access to visuals are precluded.
Direct mail connects with the army of now home workers and businesses alike and can be targeted and personalised to the exact audience your require. An investment now can grow when the economy does recover people will remember how your reached out during some uncertain times and seized the initiative.
Direct mail offers a welcome respite to working from homes online monotony with a tactile piece away from the backlit glare, over a cup of coffee. By our reaching out and acknowledging the collective situation we find ourselves in and the efforts of our frontline workers we add a much needed compassion to our communications and reassure our audience that things can and will get better.
Most importantly we inform customers that you are open for business, something they might not even be aware of at the moment. What actions we take now, shapes our future. Adding a voucher to a mailing that can be redeemed at a future date, a fun fridge magnet with your contact details, or an informative leaflet or newsletter are all examples of incentives you can include in your mail pack. Importantly some type of actionable item that prompts people to follow on social media, or come to see you in the future to redeem an incentive interaction creates engagement and loyalty.
According to a recent survey under lockdown online food companies have seen increases in business as high as 40% and one cited charities campaign was seen to realise tens of thousands in income in the first week. In a recent survey findings have shown lifts in both viewing and interaction according to Jicmail, with charities direct mail spend actually bucking the trend and increasing by 4% on the same period last year. Much has been made about the use of digital media during this period but according to Jicmail all mail channels have gained in terms of reach, response within households with a lifespan in the home of around nine days and 4 times more interaction for a given piece. 65% or two thirds of respondents read direct mail door drop when it arrives.
Any recovery requires us to pull together, let’s face it is one of the best attributes of humanity, so whatever we can do to communicate is important including the new audience who work from home. With people needing someone to reach out more than ever, let your audience know you'll be there. Direct mail offers a compelling proposition as a medium its historical success and model of resilience has proved itself time and time again.