There are unfortunately some situations that require people to be isolated or removed from normal social settings, such as the COVID-19 pandemic. In these situations, communication shifts away from interpersonal, and instead relies on content that can be delivered. Print communication is the most successful means to reach people during these times, as discussed in “Why Print Matters in A Crisis,” and that means mail is how that communication is delivered.
Now there are many that would say mail is successful during these times because print is that powerful. However, mail’s ability to overcome isolation situations and other crises is not limited to when it is delivering print publications. Many organizations thrive off print in normal times, such as Amazon. Others incorporate mail services, such as grocery stores, as a means of survival during times when people cannot come to their location. In general, while print is a powerful mailed form of communication, mail is equally as powerful for its own reasons.
Mail provides the personal connection that is lost when people are isolated from each other. In a digital age where so much interaction happens online or in a passive stance, human engagement is already a sought-after communication, and one much appreciated. Mailing something to someone hits that sentiment, and whatever is mailed often provides a sense of joy, curiosity, or excitement. This is why so many publishers have started incorporating the idea of subscription boxes for additional revenue.
Mail also comes at an affordable price, when done correctly. Due to the normalcy of delivered goods, people are accustomed to paying delivery fees and surcharges that allow businesses to mail and still turn a profit. In times of isolation, where mail is the only means of getting physical goods, the margins multiply as quantities go up, and most mailing organizations drop prices for mailing in bulk. This allows publishers to get their content or mailed goods out as they normally would, and maybe even at a discounted rate.
In times of isolation, people also engage more with their mail than usual. Due to less stimulus from other people and social settings, and over-stimulus from digital settings, people tend to spend more time with the content sent via mail. Adding the fact that 90% of financial and purchase decisions are made at home, results in a simple conclusion: during isolation situations, mail has an increased chance to reach decision makers and potentially generate a sale/subscription/action.
When it comes to content delivery, the combination of print and mail is a powerhouse, even when isolation is not in play. When it is though, there is no better way of reaching audiences or consumers, especially if you are a publisher.
To learn more about how to incorporate subscription boxes into a publisher’s strategy, click here. For more information about crisis events being ideal for mail, click here. If you would like more great content from Publication Printers and the Publication Printers Marketing Group, click here.