We are living in strange times right now as individuals and organizations. There was a dramatic drop in marketing mail during the pandemic because of numerous event cancellations and shuttered organizations. The USPS has been facing struggles too because it must maintain its facilities and personnel based on CDC guidelines, which is a challenge in a processing facility. Many organizations may be wondering what their 2021 direct mail marketing strategies will look like when the pandemic comes to an end.
Here are some factors for you to consider while planning your 2021 direct mail.
More People Working From Home
Many people predict that the longer workers are required to work at home, the higher the adoption we will see when the pandemic ends. The demand for flexibility in how and where people work has been growing for decades. No one will quickly forget all the work disruption caused by COVID-19.
With more people working from home, it will be easier to get people’s attention with 2021 direct mail. It’s crucial that you target your audience carefully and craft your message, images, and offer accordingly. Member sensitivity is critical during the pandemic and after, so be mindful of what you market and to whom. Your mailing list will be more effective if you utilize greater data intelligence. Also, remember that one message doesn’t fit everyone in your audience.
Mail Delivery May Still be Delayed
Even after the pandemic, bogged down mail delivery is possible for a time. Right now, USPS is fighting staffing shortages and backlogs in hard-hit areas. Some packages have been delayed for days and sometimes weeks. USPS may struggle for a bit even after the pandemic as they increase their staffing and catch-up on all deliveries. Many people may still choose to ship products from online sources after the pandemic, too, because they may still be concerned with virus transmission in public places.
Planning your 2021 direct mail will remain a priority because we don’t know when mail delivery will go back to normal. Plan for delivery delays while building your marketing campaign. By building-in an estimated mail delay, you won’t be caught by surprise when a package takes longer than usual to reach your audience.
Build potential delays into your planning. Don’t expect recipients to respond immediately because it may take some people longer to receive your materials. Be more flexible with your 2021 direct mail timetables and expect more delayed response times.
Continued Worry about Virus Transmission
People may still be concerned about virus transmission. How you package your 2021 direct mail will continue to matter. Some special tools and machines encapsulate products with minimal human interaction. For example, Valtim has a PriorityPak System that is a fast and flexible way of creating a complete containment package in a single step. It’s an automated process thanks to the encapsulator, which may help bring peace to your prospects and members worried about virus transmission through the mail.
No “Back to Normal”
It may be some time before we see normal return after the pandemic. A “wait and see” approach will not work for 2021 direct mail. The most successful organizations after the lockdown will be those that review their marketing channels, tools, and processes and assess what they need to change to succeed in a post-pandemic world.
Adjust the way you communicate. Take your member’s worries seriously. Show them you care. Be optimistic by providing positive messages and giving your audience hope. Address what is happening in the world. No one will appreciate an organization that ignores what is going on around us. Your messages should take the current crisis into account. Being proactive and honest will help your prospects and members gain trust in your organization.
2021 Direct Mail with Valtim
Valtim’s ultimate goal is to provide our clients with the tools and resources needed for success in any climate. Direct mail is well-positioned to help your organization successfully reach your audience and enhance your campaign performance. We work closely with our clients to design, develop, and deliver well planned direct mail. Our encapsulation services may help provide greater peace of mind to many of your members.
Contact Valtim to learn more about our encapsulation option using a PriorityPak System.
