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.