Polly Wong, managing partner at Belardi Wong wrote a blog on direct mail during a crisi for digital commerce 360.  Check it out below:

While digital marketing might seem poised for a surge, now could be the right moment to take a fresh look at direct mail as a channel to reach consumers with intimate, physical experiences in their homes.

The COVID-19 crisis continues to disrupt many of the relationships and operational structures that have sustained the retail industry for more than 20 years. Media consumption has skyrocketed with captive consumers stuck at home, yet demand for many nonessential products has evaporated as uncertainty gives way to a “new normal.” Retailers—especially those in industries like apparel and home goods—need to leverage all of the assets at their disposal if they’re going to weather the storm.

While digital marketing might seem poised for a surge in this media-saturated environment, now could be the right moment to take a fresh look at direct mail as a channel to reach consumers with intimate, physical experiences in their homes. For those considering direct mail as a new channel for customer outreach, here are some best practices for getting started: