In recent weeks, many marketers have been looking for a good strategy for their email marketing during the corona crisis. In this time of crisis, it is essential that your message is relevant and in tune with the current situation of your target audience. It is especially important not to pretend that nothing is going on. After all, all of the Netherlands is currently in the same situation. But what are the Do's and Don'ts when it comes to email marketing during the corona crisis?
#1. Staying on top of mind
During a crisis, it is important to stay on top-of-mind with your customers with the right frequency. E-mail is the perfect channel for this. Keep your customers informed of current developments within your company, so they know where they stand.
#2. Make the email attractive
Emails become a lot more attractive when you add images to them. And an attractive e-mail makes customers want to read your e-mail. Especially now that we are in uncertain times, the added image in your emails gives a warmer feeling. With images, you can also make your e-mail more personal. This can be done simply by adding a picture of the person who sent the email.
#3. Vary with content
Many companies are writing a lot about the Coronavirus lately (logical), but for the reader, some variety is also nice. Therefore, write relevant and unique information about your company. Information that readers most likely have not seen before. For example, share how your service/product can solve a specific problem of your target audience around the virus. It doesn't necessarily have to be a heavy message. You can also add a lighthearted fact to the information in your mail.
#4. Try to help your target audience
Indicate that you sympathize with your target audience in the current situation. Show that you are trying to make it more bearable for them with your services or products. Provided your services/products are appropriate in this day and age. Both your message and your solutions should fit the problems your target audience is experiencing. Some examples that may give you inspiration:
#1. Being aloof
This is a pitfall for many businesses. You may think it's not appropriate to mail in this day and age or that your target audience doesn't want it. But as we mentioned in the do's, this is exactly the time to stay on top-of-mind. It is not at all strange in this period to be vulnerable as a company. Be honest that you too face challenges, for example. This connects readers with your company.
#2. Mailing without an underlying message
When you have nothing relevant to share, don't mail. By mailing just to stay on top-of-mind, you only increase the risk of unsubscribers and irritation. After all, the idea is that readers do actually benefit from the information you send to them. That it fulfills a need of the readers.
Staying on top-of-mind is of course important and that is why you need to send regular e-mails, but with relevant information. Don't have anything but still want to mail? Then think of a nice promotion or discount on your services/products.
Through marketing automation you can automatically send emails based on the behavior and actions of your target audience. This also helps during this period. So you always send the right message to the right person at the right time, and you will no longer miss out on potential customers by responding too late.
Would you like to know more about online marketing in times of crisis or would you like to deploy marketing automation during this time?
If so, please contact with us!
