May 22, 2020

Make a confident return to direct mail

In order to help companies to return to using direct mail as a marketing channel, Royal Mail has launched their Open For Business initiative to support businesses during these unprecedented times, and we can help your company to benefit from it.

Although you may not be considering marketing at the moment, 92% of consumers think that advertising should continue, but brands should be focusing on three key things: what they’re doing to help during the pandemic, how they are changing due to the current situation, and ensuring that they’re not carrying out exploitative actions.

Why is direct mail a good marketing channel?

Direct mail is a very powerful marketing tool, as 33% of people will carry out a commercial action after receiving messaging from a company via the post. This could include making a purchase, planning to buy something, or going online for more information. In addition to this, you can be confident that your mailing will be seen by those you send it to as direct mail receives exceptionally high engagement rates, and this is true across all sectors.

Perhaps now more than ever, providing your customers with critical information is key, as it’s important that you let them know how your company has changed and the ways in which you’re supporting the local community. You can even reward loyal customers with coupons that can be used either now or when things return to normal, which will send them the message that they’re still very important to you.

How can the direct mail initiative help my business?

The new ‘Open For Business’ initiative enables companies to send out mailings and receive a discount via postage credits. These credits can be redeemed against any future mailings in the following 12 months, saving your business money. The initiative has been put into place in order to help companies during these difficult times, and to assist them in effectively reaching their customers. As with all of our services, we can ensure that your business uses this initiative in the most efficient and effective way.

Which mailings are supported by the initiative?

There are a number of mailings that can be accepted under the Open For Business initiative, and we can help you to determine the messaging that’s right for you. Possible options include retailers who want to promote online sales as their stores have had to close, charities looking to raise funds, magazine publishers promoting subscription services, mailings supporting health and wellbeing, and mailings from the ‘away from home’, travel, and leisure sectors looking to increase sales. Mailings can also be sent by companies in any sector if they are replacing a channel that can no longer be used due to closures, or if they promote a ‘we’ll be back soon’ type of message.

How can I access this initiative?

If you’re looking for a way to successfully return to using direct mail, this initiative offers the perfect way to do this. Simply contact us to discuss your mailing plans, and we can get you set up and ready to receive those all important mailing credits. Plus, we’ll ensure that this fits in seamlessly with your ongoing customer communications.

May 19, 2020

Direct Mail – How to cut through to home workers

With most people spending the vast majority of their days at home, being able to get a piece of mail or a door drop directly into the hand is a big advantage for any brand, particularly at a time when marketing is dominated by TV and online. Offering something physical that communicates an appropriate message can be a powerful way to build a brand or ensure loyalty once this is all over. And for charities whose donation levels have been hit hard by the virus, direct mail offers valuable levels of engagement and ROI.

Done well, direct mail has the power to stop people in their tracks, grab their attention and compel them to take action. The physical nature of the medium also means that it’s likely to stay around in the home for longer – 17 days according to the Royal Mail study ‘The Private Life of Mail’.

However, since paper and card are very physical mediums, they have come under the spotlight, with concerns expressed about whether people can catch coronavirus simply by touching. So, we have researched the facts relating to Covid-19 transmission through paper surfaces.

The facts

Research and guidance from the world’s leading health organisations, including the World Health Organisation (WHO), The Journal of Hospital Infection, and the National Institute of Allergy and Infectious Diseases, suggests that the risk relating to Covid-19 transmission from surfaces is relatively low. According to the World Health Organisation, “The likelihood of an infected person contaminating commercial goods is low and the risk of catching the virus that causes COVID-19 from a package that has been moved, travelled, and exposed to different conditions and temperate is also low.”

The most referenced scientific research on the subject of surface rate of infection is from the National Institutes of Health (NIH), Centers for Disease Control (CDC), UCLA, and Princeton University, which studied how stable the coronavirus was on different surfaces. It found that of plastic, stainless steel and cardboard, the virus lasted the longest on plastic (up to 72 hours) and the shortest on cardboard (up to 24 hours). That time is shortened when the surface is exposed to air, with the virus becoming less and less potent the more it’s exposed. The printing process will also decrease the potency of any virus.

Ahead of the curve

In any crisis, marketing is usually the first budget to be slashed. But marketing experts agree that continuing to communicate with customers during a crisis is vital for brands, keeping them front-of-mind for consumers that will want normal life to return as quickly as possible once this situation is over.

“The best time to market to people is when others are not,” said Robin Sumner, Managing Director of marketing agency Romax. “After the initial panic subsides and the society accepts the ‘new normal’, then trade will return swiftly – those that have continued to promote during that time will be ahead of the curve.”

The information for this article was sources from Two Sides. For the original articles please read The facts related to Covid-19 transmission through paper surface and Direct mail provides opportunity for brands to cut through the noise.