Direct Mail in Unusual Times? Absolutely!

Uncertain Times? Shift Your Marketing Mindset
March 13, 2020
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Direct Mail in Unusual Times? Absolutely!

There is no doubt that we have entered into a time of uncertainty like many of us have never seen before. The thought of our country and economy coming to a grinding halt is unthinkable. I hope all of you are well and are making it through this challenging time. Many of us at SenioROI are working remotely, but our print and mail production facility is open and continues to distribute your lead-generating direct mail campaigns.

We realize that marketing your communities may not be top of mind right now. In times like this, it is a natural reaction to pause your marketing. But let’s think about this, is this the best approach?

Many of our communities generate the majority of their leads through direct mail. As a nation, we are asking our elderly population to self-isolate since they are the most vulnerable. Traditionally, this demographic responds well to direct mail and in many cases, the trip to the mailbox is their lifeline to the outside world.  The older population may receive hundreds of emails in a day that go by unnoticed, but the daily trip to the mailbox is a familiar and important ritual for many of them.

We know that direct mail has staying power and people read it. A direct mail piece can be placed on the counter and looked at a later date, but it will be seen. Will they look at every email or digital ad they get the same way? Probably not – see the statistics below.

  • The average household receives 2 pieces of mail a day versus 121 email messages (USPS/Campaign Monitor)
  • 42.2% of direct mail recipients either read or scan the mail they get (Data & Marketing Association)
  • 70% of consumers prefer traditional mail for cold, unsolicited offers.  (Source: ANA/DMA Response Rate Report 2018)
  • 73% of American consumers say they prefer being contacted by brands via direct mail because they can read it whenever they want. (Epsilon)

While we understand that we can no longer have onsite events or gatherings, you can be creative with the messaging you send out. The key is to continue sending out information that is comfortable with this population. Shift your messaging to reflect:

  • Updates on your blue sky or expansion project
  • Spotlight on amenities, staff, and key residents
  • Interactive webinars that bring the onsite sales seminar to their living room

The key is to stay focused on connecting with your leads even when you may not be seeing them face to face. This is the time to get creative and targeted. There is a wealth of information in your CRM and conducting a profile of your depositors, move-ins and event attendees is one way to scale back the direct mail and target the highest value prospects with multi-channel tactics.

It is worth noting that the post office continues to deliver mail and is dedicated to continuing to do so. In fact, if you have sat in on any webinars this past week from various creative partners, they are saying the same thing. Direct mail is a relevant and necessary tactic. For the elderly population, direct mail can be a lifeline in times of isolation and uncertainty, and now is not the time to stop one of your most important lead generation tools.

Remember, the leads you’re marketing to today will become your residents in six to eighteen months. Maintaining consistent communication will be key to keeping your sales funnel full.

Please contact us to discuss the most efficient way to keep your leads flowing and maintain the momentum you’ve worked too hard to create.