The ninth month of the Islamic calendar, known as Ramadan, is of the upmost important to Muslims around the globe. It’s a time of prayer and reflection.
Observing this month of fasting is considered one of the Five Pillars of Islam, as it commemorates the Prophet Muhammad’s first revelation. During this holy time, peoples’ lifestyles, and behaviour changes. It highlights senses of community and togetherness that can often be overshadowed by the chaos of everyday life. This connectedness and unity can influence consumer behaviour, so marketers have a great opportunity to engage with the Islamic community at this time.
Since the beginning of the pandemic, the UK’s population has spent significant periods at home. Whether we were working from home, isolating, or quarantining, everyone became used to abiding by the rules, and staying in their homes. Things are beginning to open up, but that doesn’t mean that some of the behaviours that were adopted during the heights of the pandemic will be shifted on. For example, direct mail engagement soared in 2020, whilst digital burnout became an issue that more and more of us began to face. Physical mail offers more dwell time and therefore drives purchasing behaviour, as well as being seen to be more trustworthy public. So why is this connected to Ramadan? Consumer behaviour surrounding the Holy Month has changed over the last two years, because communal events have been redesigned as individuals alter their social connections and occasions to fit with a post-pandemic society. Social media posts and engagement related to Ramadan have skyrocketed because individuals were previously unable to be alongside each other, yet technology allowed Muslims to feel a sense of community during this special time. Now that people are allowed to freely move about, there is no doubt that individuals will continue to use these means to engage with friends and family from afar.
Direct mail also offers great marketing options during this time. For example, QR codes on direct mail can drive consumers online to see content relating to Ramadan. Additionally, 75% of direct mail stays within homes for four weeks or over, meaning that there is a great opportunity for recipients to engage with letters and post relating to Ramadan with more time spent indoors for the Muslim community. Content related to Ramadan is a serious motivator to purchasing during this time, so all businesses should be conscious of interacting with their customers. Advocacy is a hugely significant aspect of direct mail marketing, so sending content that people want to receive has a high chance of being passed on to a friend or neighbour. One final note; the Islamic faith should be always respected, but especially during Ramadan. Marketers should not exploit the religious practice for their own personal gain. Instead, genuinely creating content or offerings surrounding the Holy Month and showing love during this time will be appreciated, so make sure tone of voice and execution are respectful.
We wish everyone all the blessings of the Holy Month, and that this Ramadan brings joy and health to you all. Get in touch with our team for any help with your Direct Marketing Campaigns now!
