Though statistics during the Coronavirus pandemic show a heightened demand for modern communications, such as SMS messaging or email, America’s oldest way to connect is getting renewed attention. Even despite concerns over the potential for contamination consumers are more engaged with their mailboxes than ever. This illustrates a surprising turn from pre-COVID-19 consumer behavior— Direct mail is not dead.
Prior to COVID-19 only 4 in 10 Americans were interested in checking their mail; most of which were over the age of 50. In today’s post-COVID world, surveys indicate 37% of consumers are more excited by receiving direct mail than they were before the pandemic and there’s a greater engagement from demographics under the age of 35. Some suggest that the physicality of “snail mail” offers a person-to-person connection that has been lacking with nationwide quarantining and lockdowns. While it’s true more people are engaged in sending and receiving personal mail, sympathy card sales for example have skyrocketed since April, it seems any mail is a welcomed distraction. In fact, 30% are spending more time reading marketing and promotional mail— mail that over 26% of consumers threw away without opening prior to COVID. This new sentiment is best expressed by a quote from a recent NY Times article about the popularity of letter writing during the pandemic,
“When I started spending the bulk of my time at home, mail became an event.”
A lot of businesses are missing out on the unique opportunity that a renewed interest in direct mail provides. At the onset of the Coronavirus pandemic, many postponed their marketing efforts and cut budgets for direct mail; a move that negatively impacted revenue for USPS and mail sorting facilities across the country. This was largely fueled by the uncertainty of the virus’s impact on the economy and concerns over the role mail could play in the spread. We now know that there is no evidence that mail is spreading the virus and the likelihood of a letter or package being contaminated is very low. Businesses that continue to avoid direct mail are not only missing the chance for engagement, they are missing an opportunity to generate goodwill with consumers by creating a positive connection.
As a business dedicated to creating and maintaining positive consumer relationships for our clients, Professional Credit has taken advantage of this shift in behavior and redesigned our letters for maximum impact. Since March consumers have been receiving our new letters that include special messaging about how we are available to help to resolve their accounts, regardless of how they have been impacted by COVID-19. Additionally, we have included details for connecting digitally to make it easier for consumers to make the leap to self-service platforms. It’s our hope that these connections will provide a little relief in difficult times and remind consumers that we can move forward together.