Make Sure Your Email Marketing Content is Ready Too!
If your business is getting ready to reopen as coronavirus restrictions lift, you’ve got a lot of things to consider. Being proactive can save you some steps and protect your brand’s image under the new normal. As you’re buying more sanitizer and cleaning supplies, getting inventory ready and confirming details to reopen your onsite business, make sure to check your digital marketing status. Emails that aren’t sensitive to customers or provide tone-deaf communications can embarrass your business and reduce your response rate. Your audience is being bombarded with emails about COVID-19. Keep your message from being deleted in an over-crowded inbox by getting your digital marketing strategy in order before you reopen.
5 Tips for Effective Email Communications During COVID-19
You want your subscribers to engage with your email instead of simply deleting it. Here are our tips for successful reader engagement.
Only Provide Genuinely Helpful Information
Think about your customer when you’re developing an email message. What do your subscribers need to know? Determine what information you can provide that is relevant to their needs. Be honest about your limitations and capabilities. Customers are more understanding now, but they want to know the truth of the situation.
Make Emails Easy to Read Through
Most people just skim emails these days. Sending a solid wall of plain text that is unformatted may be skipped over. Use titles and bullets to outline key points. Break up long paragraphs with images that fit the tone of the pandemic. Better yet, provide links to offer more in-depth information instead of using long blocks of text. Keep your email concise and succinct.
Run Promotions with Caution
The marketing landscape has changed under COVID-19. Overt advertising was already on the decline prior to the pandemic. Consumers want practical, relevant information rather than a sales pitch. As you reopen, you need to consider the new normal. Running a promotion as you did last year may backfire. Supply chains have limited inventory. Customers may be leery about “urgent” deals.
Give Customers an Option to Respond
Let customers know that you want to listen to their needs. Provide a way for customers to contact you within the email. Ask customers what they want to hear about and how your brand can help them. This can help you better understand what kind of content you need to be sending out right now. You might get new ideas for your content strategy, too.
Check Your Existing and Planned Campaigns
Many businesses set up marketing campaigns months in advance. Make sure what you’re sending out is in alignment with current guidelines and restrictions. You don’t want a big email blast going out that suggests neighborhoods enjoy a summer BBQ party under the current guidelines!
Get the Word Out that You’re Reopening
Use your digital channels to make announcements about your business. Although we don’t know when the pandemic will pass, it’s never too early to start thinking about what the future looks like for your business. Your audience is interested in seeing how your business is managing this crisis and what it will be doing when you reopen.
If you’re overwhelmed with your digital marketing efforts, talk to the content marketing experts with MintCopy. We have a team of SEO writers and marketing specialists that can help you guide your efforts as you reopen. Let us help you prepare an email marketing strategy that connects your audience with your brand.