Even in the current situation surrounding the corona virus, email marketing has an essential function within your marketing mix. Even if it takes some searching for the right way at first. After all, your target group works from home as much as possible (if possible). The pain points and needs of the target audience are probably a little different now. In addition, many companies make less marketing budget available. So communication to your customers and leads will also be different now. Still, these are no reasons to put email marketing on-hold. We give you 3 reasons why email marketing is essential in times of crisis.
Professions that have the opportunity are likely to work from home as much as possible. But social life is also on the back burner for a while due to the Corona virus. This means that they probably spend more time behind the TV, laptop or computer and get out a lot less.
So offline marketing, such as on billboards or bus shelters, doesn't make much sense if you reach fewer people with it. Rather, spend your time being where your target audience is at this time: online. This may require a slight shift in your marketing strategy. Just a different approach, but with a desired result. And you could probably use that in these times.
With email marketing/marketing automation you can ensure that you send the right message, to the right person, at the right time. To realize this, we use marketing automation software SharpSpring in. Now that the offline channel is fading, shift your focus mainly to online. With SharpSpring you get more insight into your target group. You know exactly what stage of the customer journey a lead is in. This allows you to know when to communicate which message.
With the times of crisis, many companies are probably the first to cut back on their own marketing. Maybe you will too. Understandable, but don't scrap it completely! Right now, communication to your target audience is just that important. After all, you don't want your customers and leads to forget your existence. It's just a matter of using the appropriate channel that provides the highest ROI.
Deploy channels that convert best. You guessed it, e-mail marketing is one of them. The average ROI with email is €42 euros. In other words, for every euro you spend on an e-mail, you earn an average of 42. This is a lot higher than with most other channels, such as Paid Search or social. Of course, this can vary from company to company, so this does not necessarily apply to your organization. For your own channels, calculate which ones earn the most. Don't immediately put aside all other marketing efforts. Shift things around within your marketing mix by putting some channels on a lower gear and giving others, such as e-mail marketing in times of crisis, extra attention.
Especially at this time, your customers will like personal communication. The time is probably not right for acquiring new customers. Focus rather on the relationship with your existing customers. E-mail marketing is ideal for this! It offers the possibility to segment based on the interests of your customers and insight into the customer journey of each individual. Set workflows based on their behavior. You can track behavior in the "life of the lead". You can guide both current and potential customers to the sale by sending the right email at the right time with relevant, personalized content sending.
Examples for building your customer relationships:
Learn more about how you can get more from your existing customers.
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