With the advance of Covid-19, face to face marketing will be seriously curtailed. Immunologist Doctor Al Edwards, associate professor at the University of Reading has said that this virus is fragile and it particularly doesn’t like paper, which is why catching coughs in a tissue is so important, but it also means that the chances of catching the virus from the mail are non-existent. Consequently, direct mail makes a good replacement. Not only that, but it is cost effective and easy to implement at short notice.
Direct mail is a tangible form of marketing in that it has the ability to literally get your brand in the hand. The Royal Mail’s Private Life of Mail study found that people value something they can see and touch 24% more than something they can only see. As well as that, 38% say that the physical properties of the post influence how they feel about the sender. It has also been found that mail is often passed around the household, with almost a quarter of direct mail pieces being shared among family and friends.
Marketing campaigns which include direct mail can experience market share growth with three times the efficiency of cases without mail and often brand switching has been known to happen.
Last but not least, given the alarming statistic that up to a fifth of us could be at home at any one time, either in self isolation or fighting the virus, it looks likely that every day there could be an audience of more than 13 million people waiting at home for a distraction to come through the letterbox.