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Why It's Still Smart to Mail During Covid


Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Why It's Still Smart to Mail During Covid," revisits marketing issues that continue to present challenges as a result of COVID-19.  We acknowledge how difficult this past year has been and extend our condolences to all lost loved ones.  We also offer our heartfelt thanks to all frontline and essential workers who continue to sacrifice their lives to keep us safe and the economy going.  We are all affected by this unprecedented global health crisis.  The good news is that there are now at least five vaccines in play, with more than 98 million vaccinations given. The economy is also set to get a massive boost with the Covid Relief Bill's passage.  Help is on the way, and we look forward to continuing to provide the best-in-class solutions and services to help strengthen all marketing initiatives.

Our Quote of the Day: "We know that advanced economies with stable governments that borrow in their own currency are capable of running up very high levels of debt without crisis." - Paul Krugman

Newly Passed Economic Measures

The country benefited from several creative economic measures with the passing of early stimulus packages.  Those measures help to combat the dire financial situation brought about by the advance of Covid-19.  While the actions helped to diminish the economic shutdown's impact, millions of people continue to lose their jobs, while others continue to file for unemployment relief.  Fortunately, that's about to change with the passage of the $1.9 trillion Covid Relief Bill.

Businesses will experience a boom with more sales.  Individuals and organizations will get help with food, housing, and medical.  Meanwhile, schools will reopen. This well-needed stimulus is the largest in US history and should greatly aid efforts to return to a more normal way of life, as different as it may be.  At any rate, these newly passed economic measures will also bring marketers and brands more confidence in their marketing expenditures. 

Business Marketing Considerations

In our 2020 post, "Marketing in a Pandemic," we spoke of why it's so important to continue marketing during a crisis, including an economic crisis.  For marketers with huge budgets, such as GM, we see that as of today, GM's advertising is running, although their factories are closed.

Now that factories are starting to reopen, marketing efforts will increase.  However, to get foot traffic into brick and mortar establishments, many businesses may need to consider adding direct mail to their marketing mix.  The USPS is currently an essential business, making direct mail marketing one of the most effective means to reach an audience.  In short, the coronavirus continues to make it smart to mail.

Further, digital advertising and marketing are off the charts, with so many people working from home or unemployed.  Online traffic is comparable to an early morning commute.  Overcrowded with email blasts and digital communications via social media channels, intelligent brand managers will look for alternative solutions.  Direct mail marketing provides that niche in the marketing mix.  You know that folks who receive marketing communications in their physical mailboxes will see and read the offers.

Moreover, because these people have seen the offer, marketers can entice them to respond to special offers, discounts, and calls-to-action.  You can also direct the responders to a digital destination that the brand utilizes for response and engagement.  That is a significant reason why it's still intelligent to mail during Covid-19.

Smart Mail Objectives and Benefits

Organizations attempting to garner postage discounts by internally sorting mail should be aware that postage costs represent one aspect.  Engaging a trusted presort partner alleviates the complexity of mail efficiencies.  The right partner can manage your mailpiece from creation to destination, freeing up critical resources and staff.  Additional benefits of direct mail marketing include:

  • Higher response rates for prospect and house lists
  • With an average ROI of 29%, direct mail is cost-effective
  • 53% of Americans read direct mail, while another 21% scan
  • People tend to trust direct mail more than digital mail
  • 59% of respondents "enjoy getting postal mail from brands about new products"
  • Print technology affords unique custom opportunities
  • Data advancements support accurate targeting
  • Tangible and physical aspects of direct mail allow for more design creativity 
  • A one-stop-shop can provide lettershop and fulfillment services
  • You can track and monitor the results of direct mail via select offers, phone numbers, custom personalized URLs, or custom landing pages

Client Service Solutions

A trusted integrated business solutions partner should offer peace of mind.  Moreover, note that a presort partner that provides variable digital printing solutions can change the game and inject a greater personalization degree.  You should have confidence that your partner can answer tough questions and provide expert advice regarding bound and packet mail.  Ideally, you want a partner that can be your one-stop-shop for all printing, mailing, and marketing needs.

One-Stop-Shop Provider

A one-stop-shop provider can help you determine if a direct mail campaign is a suitable investment for your business or organization.  First and foremost, they can help you choose the level of personalization and customization aspects of any direct mail campaign.  Personalization will help to elevate the tactic above any digital counterparts.  Customization will help to differentiate your campaign from competitors.  Your provider should also be able to afford you the convenience of lists, data cleansing, data management, digital printing, transpromo marketing, lettershop and fulfillment, mailing, and secure lifecycle management.  From data management to printing and mailing, an experienced one-stop-shop can help you create and deliver a campaign with optimum results.

The Net-Net

We are a step closer to surviving this two-pronged global crisis.  As a business entity, we are all in the same boat. We must create new business models that make sense while simultaneously adhering to new legislative policies and guidelines that come into play.  Be safe, stay connected, and help others where you can.  Thanks for reading "Why It's Still Smart to Mail During Covid!"

Let's have a conversation about integrated business solutions and how they can help grow your business, change behavior, and improve the customer experience.  Let us show you how to improve your document processes to optimize your workflow, reduce your costs, and maximize your organization's printing, letter shop, and mailing capabilities. Dove Direct does have an official USPS certified bureau located within our offices that will save you time and money. We can even create a demo file for you.  For more information, call Carla Eubanks at 404-629-0122 or email Carla This email address is being protected from spambots. You need JavaScript enabled to view it.. 

Dove Direct, your Atlanta based print and mail solutions provider, offers organizations end-to-end data, printing, and mailing solutions:

  • Data Management

  • Variable Digital Printing
  • Direct Mail

  • Digital Mail Services
  • LetterShop and Fulfillment
Fully Automated MLOCR Presort Bureau

  • Marketing and Production Management Support
Secure Data Life Cycle Management

If you don't want to wait, you can reach Dove Direct today by calling 404-629-0122 or use the Contact Form for Dove Direct.

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