2020 has been a rollercoaster ride for marketers and print providers.
In January, experts were predicting a slight increase in demand for direct mail. But by March, the pandemic wiped out any growth, and mail volumes decreased by 30 percent over the next three months.
In August, mail volumes showed signs of life: mail volumes rebounded by 17 percent over those previous months. And while this is cause for guarded optimism, marketers need to know that not all vertical markets are recovering in the same way.
Industry expert Barb Pellow says that industries that bring people together – like travel or membership mailings to local events or attractions – have dropped off dramatically over the past six months. But other markets like health care, elder care services, personal care products, and educational products are seeing increases in mailings.
No matter what market you serve, Pellow says that it’s essential for print service providers to remind brands that their messaging can’t shut down completely even in a pandemic.
So talk to your customers and learn what is happening in their business. Is their company expanding during the pandemic? Or do they need help keeping their business relevant in the eyes of their customers? By understanding your customers’ current situation, you can then propose strategic direct mail campaigns that produce results.
Get the Resources You Need
locr created the locr BACKpack to give print and marketing service providers the resources they need to help their customers succeed in this rapidly changing market.
This vital resource is your guide to creating direct marketing programs that succeed in the time of the pandemic. It’s full of information and even includes examples of direct mail campaigns that target markets on the move in the recovery.