PUBLISHED: Apr 29, 2020 3 min read

COVID-19’s Effect on the USPS and Direct Mail

The Postal Service also continues to be an essential enterprise.

With what’s going on in the world today, it isn’t a surprise that the U.S.Postal Service (USPS)and direct mail are at a higher risk compared to other industries. The USPS has been trending on social media for the past weeks leaving the public wondering about its health and well-being. Businesses and customers have expressed their concerns. 

We believe that the USPS will survive this crisis much like how it did countless times in the past. For more than 50 years, the USPS has been sustaining its operations solely on its products and services. The agency has weathered all the trends and changes in the way Americans communicated.

The postal service has recently shared its contingency plan to the public with the priority being maintaining safety amongst their 600,000 employees and, at the same time, providing the same quality of service to customers. The Coronavirus Disease 2019 (COVID-19) Command Response Leadership Team is assigned to monitor and implement safety protocols in line with business continuity during this crisis.

The Postal Service also continues to be an essential enterprise and has become a physical lifeline to the public especially to the rural areas. The agency’s role in the upcoming November elections is also being discussed as more states approve of voting via mail to cut back the spread of the virus.

How to Best Use Direct Mail Marketing Today

With the public encouraged to stay home, serious marketers can use direct mail[amsive_tooltip term=”direct-mail”] to touch base with their customers on a more personalized scale. Although a few people have expressed concerns about virus transmission through the mail, the World Health Organization (WHO) and Centers for Disease Control and Prevention (CDC) confirmed that there is no record of transmission through mail or packages. Therefore, sending direct mail to customers can still be considered safe. 

The best way to use USPS and direct mail marketing right now is to focus your messaging on empathy and providing help to your customers. Avoid using terms about closeness and touch and do not have a COVID-19 sale.

Be genuine and show sincere empathy with your customers’ current situation. These are tough times and you don’t want to come across as insensitive. Make sure your messaging[amsive_tooltip term=”messaging-strategy”] leans on conveying optimism, positivity, hope, and humanity.

Plan out how you can actually help people. If products or services you are offering can help people out during this pandemic, make sure your messaging says that without sounding like you are capitalizing on the crisis.  

In a crisis like this, you want your customers to see you as credible and reliable. Provide them with information, products, or services that are highly relevant and necessary during these times. Be a friendly and trusted resource to your customers. You want your mail to be highly appreciated.

How you communicate to the public defines how your brand will be remembered. This will put you in a position of trust and a brand that people would want to do business with now and in the future. 

Learn how Amsive leverages data and insights to drive meaningful, measurable connections across the entire consumer journey by contacting us today.