If you’re looking to connect with customers with promotional mail during these uncertain times, you can be confident they’ll appreciate the outreach. Most of us are at home and have been for weeks. If we have kids, they’re at home, too. We’re having groceries delivered and disposing of cardboard like it’s hazmat. If we still have work, we’re performing it within a drastically changed business landscape. Those on the front lines of the COVID-19 pandemic, including hospital workers, paramedics, firefighters, personal care and home health aides, cashiers, delivery drivers, and police officers, are working in unprecedented conditions.
We take some comfort in knowing we are all impacted and we shall recover together, as people and as an economy. Reminders of our shared experience are everywhere, and when it comes to the small business down the road or in the neighboring town, we think of them with sympathy, empathy, and determination to look ahead to new beginnings.
So if you’re a small business wanting to reach out to your customer base through a promotional mailer, now’s a good time and the seeds you plant will be sown down the road, and hopefully soon.
Acknowledge the tough times we’re experiencing and celebrate the heroes in your community (non-profits, healthcare workers, delivery people, grocery store workers, etc.), whether or not they’re directly attached to your business.
Let customers know what you’re able to offer. Your customers may not realize they can engage with you during this time. They may not have thought about a FaceTime session, Google Hangout, or Zoom meeting as a replacement for coming to your office or business. Your suggestions help. Some examples we’ve seen:
Remind your customers you care about them and give them a tip or two that keeps you top of mind even if in-person meetings aren’t happening. If you’re a car mechanic, remind your clients to start their car on a regular basis. If you’re a gym or physical therapy facility, give customers a few specific exercises you recommend to keep them healthy.
Lumpy mail (here’s our blog on the topic) gets more attention, and adding a promotional gift of any size to your direct mail promises an opened envelope and an appreciative recipient. We have some suggestions below—some focused on maintaining sanity in a house chock-a-block full with no escape in sight, and others on helping your recipients stay productive in an often make-shift home office.
Conclude your piece with an action item. It could be asking recipients to follow you on social media for coupons and announcements about reopening. It could be asking them to contact you within the next week to arrange a discounted appointment in the future. It could be suggesting a donation to a local non-profit that’s feeding first responders. Action, no matter how small, creates engagement between you and your customer and will help to keep your business in mind as things improve (and they will).
Tip: See more ideas for connecting with your small business customers during COVID-19.
Tip: Get ideas for home activities for kids in our new blog post.
In this time of shared struggle, our similarities are stronger than our differences and the bonds we form now will be remembered for a long time to come.
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