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Many companies are facing the challenge of "online fatigue" when it comes to their digital marketing, however this presents the opportunity for mail.

The current Covid-19 pandemic has led to unimaginable change for people around the world. With much uncertainty, it can be difficult to know how best to communicate with, and market your product or services to consumers.

Despite these unprecedented times, there are still opportunities for your business to reach out and engage with your customers. If your message is relevant, useful or helpful, then you should be communicating this – and your customers will appreciate you for doing so.

The challenge of “online fatigue”

However, with more consumers using social media to stay connected with their family and friends, as well as to keep themselves updated about the current crisis, brands are facing the challenge of “online fatigue”.

Though social media usage is at an all-time high, users are following new behaviours. With more people working from home and social distancing, they have more free time to scroll and consume content. However, many are beginning to skim over and bypass social media ads.

The digital landscape has become cluttered with messages from multiple different sources, with online marketing campaigns failing to make a meaningful impact. As consumers look to have a “digital detox”, more people are reacquainting themselves with print-on-paper.

The opportunity with direct mail

As the current crisis continues to disrupt daily life, public expectations are beginning to shift – including their views on brands. People’s priorities have changed and they expect brands to play their part in delivering them.

In fact, 64% of UK consumers1said that how well a company responds to Covid-19 will have a huge impact on the likelihood of purchasing from them in the future. A massive 88%1 expect clear details from brands on how they can access their products or services while 61%1 say simply hearing from a company on their response to coronavirus is comforting. This, coupled with “online fatigue” brings opportunities for print marketing.

Communicating through direct mail during the current pandemic cuts through the noise of digital and gets your message in front of customers. Its tangible and personal nature helps to build stronger relationships with your audience.

Mail also has the ability to detail long, complex messages, making it the perfect medium to inform your customers on how you’re responding to Covid-19. This, in turn, creates a memorable impression for customers as reading print-on-paper aids concentration and increases information absorption2.

Get started with mail

So, whether you’re looking to welcome customers back in store, update them on your Covid-19 safety measures or just want to let them know your brand is still there, MetroMail can help to deliver your message.

With our modern digital printing technologies, we can personalise mail pieces to each individual too, helping to boost your engagement rates! For more information, call us on 0191 301 1685 or fill out our contact form here.

One-piece mailer samples direct mail combat "online fatigue"

1 Edelman (2020) Trust Barometer Special Report: Brand Trust and the Coronavirus Pandemic 

2 Canon (2018) Print’s New Potential in the Age of Digital Fatigue