Complete Story
04/03/2020
Is COVID-19 a Direct Mail Opportunity?
Souce: Colin McMahon, Senior Editorial Analyst, Keypoint Intelligence – InfoTrends,
April 1, 2020
The COVID-19 pandemic has caused a major shift in lifestyle on a global basis. For the first time in modern history, a high percentage of the population is self-isolating or at least practicing social distancing. This incredible lifestyle alteration has been tracked by companies like Unacast, which use smartphone GPS data to pinpoint how much the mobility of the standard citizen has decreased in recent weeks.
Although COVID-19 will not be a permanent state of life going forward, there is real debate as to how long its effects will last, with some experts predicting that life may not fully return to normal until well into 2021. Given that a state of social distancing/social isolation might be the new short-term norm, print service providers may need to rethink their strategies to better communicate with and support consumers during this time of limited contact.
Paper Continues to Engage
Research has consistently shown that paper is a powerful tool for customer communications. Data from Keypoint Intelligence’s 2019 Annual State of Transactional Communications Business Survey found that 55% of businesses used paper and mail communication to foster better customer engagement. This research has also indicated that consumers spend more time reading printed mail than they do digital messages. Some of this has to do with format: opening an e-mail takes less time than opening an envelope. Nevertheless, research confirms that print remains a strong tool for capturing consumers’ attention.
