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Connecting with Your Customers During a Crisis

By Higher Information Group on May 15, 2020 | Marketing Solutions

You may have noticed that your email inbox has been flooded during this time of social distancing. It’s likely every brand you are associated with (and probably some you’re sure you never had anything to do with) has reached out to share just how seriously they are taking customer safety, how they’ve adapted their services, to share encouragement, thank you for your support, etc. While we all appreciate knowing that our favorite sub shop is doing good in the community or getting a notification about new touchless deliveries from the grocery store, it can be a bit, well, much. What happens when every company we have ever done business with is suddenly scrambling to get our attention via email? Sooner or later we begin to get frustrated, overwhelmed, and lose interest. It’s called email fatigue. In this video, HIG's General Manager of Mail, Print & Conversion Services talks about how companies are leveraging print & mail in the era of COVID-19. https://youtu.be/92NR2gKcDK0

Reaching Your Targeted Audience

Staying connected with your customers is more important than ever. While digital communications are an inexpensive and easy go-to tool, communicating electronically is not the ideal solution for everyone for a few reasons:

  • Digital Overload. You can put everything you’ve got into writing an awesome email, but let’s face it, it’s just noise right now. Inboxes are being assaulted from every possible direction. Even if you believe email is a critical lifeline to your customer base right now, research shows that digital marketing is more effective when supported by direct mail.
  • Web Access – Can you truly target your entire audience through digital? According to the Federal Communications Commission (FCC), over 800,000 Pennsylvanians do not have broadband access (research suggests that these estimates are low). Branding messages are one thing, but if you have information that you truly need to get into the hands of your audience, direct mail is the ticket.

Are Print & Mail Safe Right Now?

According to the Associated Press, both the Centers for Disease Control and Prevention and the World Health Organization state that it is safe to receive mail and packages during the Coronavirus pandemic and there is no evidence that COVID-19 spreads through paper, newspaper, mail or parcels.

Print Marketing & Direct Mail Can Help You Connect on A More Personal Level

It’s true, that direct mail marketing isn’t as popular as it once was, but that has its advantages. Since people are receiving less mail, that makes each piece more worthwhile. In a world where everything is online, right now physical mail can make a real difference. When done well, not only will personalized mail reach your target audience without the worry of spam filters, receiving a tangible piece of mail from a brand we do business with can create a connection that email simply cannot. And, direct mail is appropriate for all audiences – including those that don’t have web access and those who simply don’t make checking email a priority.

Now more than ever your business needs to reach customers and prospects where they are spending most of their time – at home. HIG’s full-service direct mail solutions mean you don’t have to worry about design, printing, permits, going to the post office, etc. Our operations team works directly with the USPS.

Reach out to the print & mail experts at HIG today!

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