Direct Mail Journal

Direct Mail and Marketing Tips

Being Sensitive and Still Building Business in a Pandemic

Pandemic marketing strategies

The pandemic has thrown a big wrench in the working of virtually all businesses. While many businesses are operating at a limited capacity, working remotely, or planning their exit, you don’t have to go in the same direction.

Despite the setbacks imposed by the Covid-19 pandemic, there is an opportunity to grow your business while still being sensitive to happenings around you.

To keep your business running and not lose either your customers and employees because of the pandemic, there are strategies you can adopt to keep your business afloat.

Let’s take a look at some of them. Shall we?

Leverage the internet in your marketing campaigns

While blogs, newsletters, and social media are free or low-cost avenues you can explore to build an online presence, it is always best to have a plan before investing your time and resources into taking your business online.

Interact with your customers on a personal level

It’s no longer news that businesses have turned to social media platforms like Facebook and Instagram to stay in touch with their customers and work remotely.

It’s not enough to open a social media account and post repeatedly. You need to identify your target audience and come up with creative means of engaging them online.

To connect with your customers on a personal level and imprint your name in their hearts, you should aim to provide customized customer services. Always check on your customers and provide solutions to their needs.

We will discuss how you can retain customers during the pandemic later on.

Fine-tune your virtual selling skills — first impressions still matter

Even though most businesses have taken to the virtual space and you are now pitching your brand over the internet, have it in mind that first impression still matters.

Always check to ensure that your audio and video are clear and easy to understand. Then your background should be spot on.

Be proactive and provide upfront value

Be proactive and give customers upfront value for your customers. You can provide prospects with resources and tools that will help them relate with your brand even if they don’t convert right away.

Because most businesses are operating remotely and the usual in-person shopping experience is no longer there, customers now take more time to make decisions —   thereby lengthening the sales cycle.

You need to maintain close contact with your customers and make sure they don’t look elsewhere.

Organize virtual events to educate and engage your audience

Earlier, we mentioned creating value for both existing and prospective customers. One way of creating value for your business during the pandemic is by hosting virtual events.

Not just any virtual event — thoughtfully planned virtual events that cater to the needs of your customers. And because virtual events are becoming an everyday thing, you need to find means of making yours stand out.

Make your virtual events interactive

Aim to make your virtual events interactive. If your budget can accommodate it, make provision for incentives and bring in an expert speaker to encourage people to join your virtual events.

At the end of your virtual events, utilize call-to-actions (CTAs) that will drive your customers to connect and continue to do business with you.

Last but not least, make the right connections to help keep your business afloat during the pandemic and ensure sincere and transparent communication with your employees and customers.

How you can retain customers during the pandemic

As we mentioned earlier, customer retention is an essential aspect of building a successful business during a pandemic. With the social distancing protocol still very much in place, businesses are experiencing less foot traffic. As you can imagine, you need customers to remain in business.

So, the million-dollar question is;

How do you retain customers during the pandemic?

First, you have to communicate with your customers and not leave them in the dark about what you are doing. Keep them abreast of all your business activities— if you are closing early, changing work hours, and what efforts you are doing to make your workplace safe. You can reach out to your customers via social media channels or through emails.

Have you considered direct mails?

Direct mail is an excellent way of engaging with your customers offline. You can send postcards or any other printed mailers. Thankfully, direct mails are flexible and cost-effective.

Because of their flexibility and simplicity, businesses can use them to connect with their customers, follow up on leads, and market their brand. Unlike other digital messages that could get lost in a pile of messages, direct mails always make it to the mailbox, and they always get read.

And because they have a personal feel to them, direct mails have a better response rate. They are memorable, and there is less competition.

Do you need expert help with your direct mail?

If you are not sure how to handle your direct mail, especially in making the right connections with your customers during the pandemic, you can always reach out to us. We can help you plan a successful direct mail campaign and ensure that you get the desired results.

Zairmail ( is the fastest and easiest way to send (real) postal mail. Give us a call anytime at 888.898.0066, we would be happy to help with your direct mail needs.



About the Author

Wilson Zehr is a Direct Mail Industry Expert, Direct Marketing Specialist, and CEO of Cendix (, the leading provider of Web-to-print solutions that increase sales both online and offline. He is also the founder of Zairmail (, the company responsible for many "industry firsts" in direct mail.


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