4 steps to take for effective email marketing during a global crisis

With new digital trends and social media taking the world by storm, email might seem outdated or dead for some people. But, this is the furthest thing from the truth. Email marketing is an important part of any content marketing strategy. In fact, email marketing still gets tons of engagement. 

According to this article; “72 percent of people prefer to receive promotional content through email, and subscribers are three times more likely to share the content via social media.” With more and more people gaining access to the internet globally, email is an affordable way to help your company connect with your audience to A.) promote your brand and B.) increase your company sales. 

As an email marketing agency, we know that with a successful email marketing campaign, you can sell products, share news or tell a story to your customers. However, as powerful as it is and how valuable it will always be, 2020 has shown marketers that a new approach is necessary. 

With the COVID-19 global pandemic altering peoples' lives and political outcries for equality such as the Black Lives Matter movement across the globe, it is important that businesses are mindful when communicating with their customers and potential customers. Pandemics and movements affect people differently. And, with social media and the wide coverage of issues, it’s a triggering time for people, even for those who aren't directly affected. Email gives your business an opportunity to connect with your target market on a personal level. It is, therefore, vital that when sending emails, you are aware of what they might be going through. Read our blog below on how email marketing specialists need to handle email marketing during COVID, and any other crises in the future. 

Address issues with compassion 

People want more from businesses than a product or service. In this digital landscape, they want a human connection. As a business that cares for your customers and potential ones, you cannot ignore these issues. This is not to say that you need to create a statement with every outcry, but to acknowledge what your customers may be going through. And, this is where email marketing can be used as an effective tool for mass communication to connect with your customers on a personal level. You need to show your consumers that you are aware of their struggles, and have carefully factored them into your approach going forward. 

To do this, your emails need to be respectful and compassionate. Always remember that it’s always harder to earn customer loyalty than it is retaining them. So, make sure your efforts mirror their needs. With that being said, remember the following when addressing issues:

• Be present and vocal on social issues that your customers are facing. 
• Show respect in your approach to raising these social issues (don’t be tone-deaf).
• Be positive, but acknowledge the hardships they may be facing.
• Go the extra mile when you can, but remember to not be too promotional. 

Be mindful at all times  

Due to climate uncertainty, you need to be mindful and sensitive when sending an email. Words and phrases that worked in the past may not have the same effect or may be seen as problematic or insensitive right now. As a B2B advertising agency we believe you should:

• Make sure that you are cautious about how you market your product. For instance, in your email newsletters and subject lines do not insinuate that your product or service is essential when times have changed. Instead create clever email subject lines that inspire or motivate your customers to purchase from you, despite the financial hardships they may be facing. 
• Buying behaviour has been altered in 2020 and the items or services which were seen as essential in the past may have changed. So, to keep customers, inform and educate them on how your product or service can help them. Will it help relieve stress or make them happier? Tell them why they might need it even if it is no longer essential. 
• Ask yourself if your content marketing strategy is aligned with what is happening around the world. Again, are you showing solidarity or compassion during these times or are you simply trying to push sales. 
• Always avoid using phrases that spark a sense of urgency. People are struggling and readjusting their lives, so it is important to be mindful, especially in your call-to-action (CTA). 

Reassess your email timing 

A crucial email marketing best practice right now is knowing when to send emails. Consumers’ times are different and more people are working from home, so, you need to take that into consideration. Find out when the best time to send marketing emails is. You can do this by testing out which times work well with your email list. And, when sending your emails, think about the following: 

• When will your customers be in need of your services or products?
• How long before they need to repurchase?

Keeping those things in mind will ensure you send emails at the right time, which will lead to more sales. Also, make sure you stay updated on current issues happening in the world, so you know exactly when things go back to “normalcy”. 

Transparency will always be important 

Email transparency is an effective way to build trust with your customers. Now more than ever, be open. Mention any difficulties which your business has or is still facing during these times. Whether it’s to do with deliveries being delayed, lack of stock or if certain goods and services are not being offered as of yet. With digital marketing, creating loyal customers can be difficult as everything is convenient and at the touch of a button, you need to show your audience why your organisation is the right one for their needs or wants. 

Final thoughts 

Modern marketing is a holistic approach to ensure that your customers truly connect with your brand; it will have a significant impact on your business's bottom line. In times of crisis, your company needs to truly show their customers sensitivity and that you care about them. This can be done by addressing issues even when they are hard, being mindful of what your customers are going through, and transparency. If you are trying to keep your customers during these uncertain times or in need of digital marketing solutions, contact Rogerwilco today. We are a performance marketing agency with a team of content writers who are experts in creating an email marketing campaign that is not only effective but considerate of what your customers and future customers are going through.