With the COVID-19 pandemic changing consumer lifestyles and spending patterns for the foreseeable future, brands will have to re-strategize to deal with this new normal. Businesses of all sizes – corporations, small businesses, and start-ups – must find new ways of staying afloat to manage operations and communications as effectively as before. With budgets getting reallocated and company priorities shifting accordingly, marketing professionals can adapt nimbly to these changes by learning how to communicate sensitively during times of similar crisis. With many parts of the world experiencing varying levels of economic recession, email marketing has proven to be one of the highest ROI digital channels. A way of keeping your communication lines open at low cost, emails can help create a new sense of normalcy by directly assisting not only your clients and customers, but also your employees. This blog post will demonstrate how email marketing should play a major part in your marketing and communication strategies for the road ahead.
“It’s not what you say, but how you say it.” – This saying could not have a stronger bearing on marketing messages in these uncertain times. Any copy and messaging made now will be perceived very differently than they were before this crisis. So, we must be sensitive to our current reality. Here are some vital tips to keep in mind when writing email messages:
While updates on COVID-19 are important, you will need to consider the relevant type of content that will engage your subscribers to hopefully purchase your products. For the coming months, your brand must be prepared to adjust its focus accordingly.
With work-from-home scenarios reshaping work culture and thus influencing when people are shopping online, previous schedules are no longer optimal, so consider how this will impact email timing.
Normally after a big sale, you would notify your customers of shipping delays or out-of-stock products. This is to be expected as standard procedure and right now is no different. Like with any disruptions in the supply chain, notify your subscribers upfront of any anticipated issues so they can plan for it.
Brands that are mindful and empathetic of this current state of affairs will fare far better in the long term. But, there is still something significant to consider when sending out your emails: whether to use COVID-19 or Coronavirus in your Subject Line. If you’re an email marketer, Subject Lines are one, if not THE, most important part of an email. Get them right and you’re one step closer to acquiring a potential customer. Get them wrong and you may well risk reducing the lifetime value you serve for your customers. For right now, it is worth either consulting with an email marketing database or testing your Subject Lines to see which term has the better open rate. Keeping in mind that the ability to retain your clients or customers as you go forward will not be easy, marketers must remember that different individuals will react differently during times of crisis. By showing your concern and providing the RIGHT kind of message, your brand will ride out this wave and hopefully reap the benefits of a better tomorrow.
Do you want your business to grow its subscriber base and build more personal relationships with customers? With the disruption caused by COVID-19, figuring out a way to empower your marketing strategies in the new normal may be difficult. Perhaps using a marketing automation platform like elfoMAP could be the best way forward. Email marketing can be made easier with the right suite of design and support functions.