Content Marketing Blog mint

Content Marketing Blog

The Essential Ingredient in Email Marketing During COVID-19?

…Empathy

Most organizations in the world today are trying to figure out what is the new normal. Consumer behavior is changing. We saw it after Hurricane Katrina, the Great Recession of 2009, and 9/11. Smart businesses adapt their marketing to these changes. Whether it’s social media, print or email, your communication needs to be sensitive to your consumers. Empathy should be the overarching theme and tone in your emails during a crisis.

Here are 3 things to consider about your email marketing strategy during and after COVID-19.

1. Recognize What Your Consumer Needs

While COVID-19 has affected everyone in different ways, there are some general truths. Many people are concerned about finances. Vacations and travel seem like far away dreams. Most people know where to get reliable information about the pandemic. Consumers are over-saturated. Focus your message on what is relevant and newsworthy to your audience. Positive messages that are empathetic and meaningful will get more engagement. Your business may need to tone down the language of your emails and the number of emails, to be sensitive to your audience.

2. Review Content Before Sending

Practically everyone is operating from a place of anxiety right now, but the experience may be very different between sectors. Essential workers may not be concerned about losing their jobs, but they will be worried about getting sick. Others are facing financial struggles. Some members of your audience may be bored while we wait to return to some kind of normal. As you send out emails, you may have to comb through each one to make sure your message isn’t tone-deaf. Listen to the language to make sure that you’re not creating a false sense of urgency. Build your message to be uplifting and positive while showing how your service or product offers relief.

3. Check Automated Responses

 If you use automated programs to help you manage your email, do a review to look for these things:

  • Are your logistics services up-to-date right now? Overnight shipping might not be possible under current restrictions.
  • Do your welcome emails accurately describe what you can offer right now? If you’re low on inventory or can’t provide some services, you may need to change your email.
  • Do you have auto-messages being sent for events that have been cancelled?
  • Are you trying to re-engage with customers who may be dealing with higher priorities than your emails?
  • Are your emails urging customers to come to your place of business if your community is still under restrictions?

Once you go through your automated responses, make sure to review your upcoming promotional emails. Look for insensitive subject lines, pictures, or tone.

Does Email Still Work During a Crisis?

Email is far from dead! Statista reports that 61% of consumers prefer to be contacted by brands through email. According to AWeber, 60% of small businesses find their email marketing strategy effective. These figures were pre-COVID-19, but email isn’t going anywhere.

Finding the right balance between sensitivity, positivity and business needs isn’t an easy task. Your brand will be remembered by your response during a crisis. Partner with MintCopy to manage your digital marketing campaigns during COVID-19. Our skilled copywriters and content marketers can help you develop a strategy that fits your brand and your customers.

Use our online form to get in touch. You can also follow us on FacebookLinkedIn, and Twitter to stay up-to-date with the latest content marketing trends.

Resources

Share


Recent Posts

Sheetal Pinto - 1/14/2021 14:27

Most businesses don’t have an infinite marketing budget, so it’s important to focus on smart content marketing. In creating a strategy, you can put your marketing dollars toward the most effective methods to increase your audience and boost sales. Here are five more content marketing ideas that you can use on a budget to see how your customers respond.

Sheetal Pinto - 1/7/2021 06:00

As we enter 2021 with innovative ideas and new opportunities in entrepreneurship, let’s take a look at how content marketing can lead to new customers, even if you don’t have a huge budget. The key is to get a content strategy and build your content vault as you grow your business. Here are five ideas you can build into your marketing plan to reach out to your audience.

Sheetal Pinto - 12/22/2020 13:24

As you look forward to your 2021 content strategy, look back at the roller coaster of 2020. This year—make no mistake—it was a pandemic that altered consumer behavior, forcing marketing teams to pivot their content plans. #BlackLivesMatter put the focus on minority businesses and diversity. Our focus was on helping businesses stay relevant while maximizing their online presence.

Sheetal Pinto - 12/17/2020 06:00

With everything going on in the world, you may be wondering if people care about grammar and spelling on your website and social media channels. Here’s the thing—people now have more time to notice errors in online content. Smashed Media estimates that “grammatical mistakes on websites can reduce sales by up to 50%.” Quality Logo Products reports that 42.5% of over 1,000 social media users who were surveyed about spelling mistakes would not purchase goods on websites that had misspellings. It’s not as though your audience comprises of language experts and schoolteachers, but consumers want to see that your brand cares about the details, even the seemingly unimportant details like grammar and spelling in digital content. To support your busy team of in-house writers, consider hiring an experienced SEO copywriter who can play the role of a content editor.   

Sheetal Pinto - 12/10/2020 06:00

Even if you can’t afford to hire a bunch of people to manage online content, you can support your team with a strategic plan to produce high quality content. Here are the best ways to develop the potential of your content marketing team, regardless of size.

Sheetal Pinto - 12/3/2020 06:00

Content is vital to your marketing strategy. The quality and volume of your content help drive your SEO rankings. The thing to remember is that SEO is just a skeleton without content. Content without SEO is just pretty fabric without a purpose. Many businesses produce content for SEO purposes. After all, you want your website to rank in search to gain customers. But if you forget about the human audience, your content won’t get consumed, shared and re-consumed. When you focus on your user first, making your content relevant and useful, your audience wants more, leading to better SEO rankings.

Sheetal Pinto - 11/26/2020 06:00

Modern consumers shop 24 hours a day. Most businesses don’t have the capability to be available every hour of every day to answer questions and provide information. Chatbots are a popular method of responding to your audience. Although chatbots have been around since 1966, today’s chatbots are becoming incredibly more useful and responsive. They’ve gone way beyond the telephone message system of the 1980s and 1990s. With a rise in Artificial Intelligence (AI), you can utilize this technology to benefit your own business. May content marketing work for you – in real-time!

Sheetal Pinto - 11/19/2020 06:00

An article in the Harvard Business Review estimated that the average professional received about 120 emails per day. To stand out in a sea of words, your emails must use language that gets noticed. Many people don't read more than the subject line or the preview text. Here are some tips for creating emails that catch a reader's attention.

Sheetal Pinto - 11/12/2020 06:00

If you’ve done a Google search recently, you’ve come across some of the newer features of search. For some searches, videos are getting more notice for more interactive and informative information for users. Another addition to search is the rich FAQ snippets or “people also ask” boxes. Google’s “mission is to organize the world's information and make it universally accessible and useful.” Understanding that Google and other search engines aren’t created for your online marketing efforts can help you provide the right content to maximize your SEO strategy. FAQs were once an afterthought. Today, FAQs can boost your organic search efforts in multiple ways. Almost every page has the potential to function like an FAQ page.

Sheetal Pinto - 11/5/2020 06:00

Start-ups face many challenges. A limited range of products and services in the early days. Budget constraints for branding and marketing. Struggling to reach the right audience. Not finding the right staff, or losing employees to the competition. These are just a few generic ones, and the list goes on. But a digital marketing and content strategy can pave the way to success and profitability. Don’t let any of these challenges keep you from dedicating time and effort to create a high-quality website that gives you a competitive edge.