In the context of the pandemic, many businesses have suffered significant consequences. To survive and adapt to these circumstances, businesses must modify their marketing strategies, focusing costs and resources on effective channels. A marketing strategy that can be implemented in these challenging times is the time-tested strategy – Email marketing.
Why is Email Marketing the optimal solution for businesses during the pandemic?
Enhance the capability to directly connect with customers
Connecting with customers through their emails ensures a higher visibility compared to your social media posts (or messages conveyed through other channels).
Besides, customers tend to update news and entertainment information via social media and open Email to search for product information or discount codes. Therefore, Email Marketing will be an effective means for customers to access brand information.
Suitable for conveying valuable and meaningful messages during the pandemic
While social media can often deliver negative, inaccurate and unofficial information that quickly disappears, Email Marketing serves as a form for businesses to create close conversations with customers, bring positive energy, and encourage them to overcome challenging times. This, in turn, enhances customer and business goodwill, promotes their purchasing behavior and supports business activities.
Higher interaction
The widespread ownership of personal email accounts and the increased time people dedicate to electronic devices during the pandemic allow businesses to attract more individuals to subscribe to receive emails, thereby enhancing the purchase rate.
To implement Email Marketing effectively, it is essential to consider:
Optimize Email Marketing campaigns based on changes in consumer behavior
Email marketing needs to be customer-centric.
The pandemic has changed consumer behavior, some products provided by businesses are no longer suitable for consumers’ budgets and needs. Therefore, retailers must carefully consider target customers to optimize email marketing campaigns and ensure that the email content is suitable for the current situation before sending to them.
Many brands have achieved success by adopting a more tailored marketing approach. E-commerce company Trouva is a notable example of achieving success by shifting to more flexible email marketing campaigns, based on customer behavior and trends.
During the first COVID19 lockdown, Trouva focused on designing emails that were highly responsive and talored to each customer. It integrated customer information from Ometria with internal data and social trends to develop advertising campaigns that reflect customer’s current purchasing preferences. Furthermore, they also found ways to include trending products and content in promotional emails.
As a result, Trouva significantly increased in email engagement, with click-through rates increasing by more than 50% and the time customers spent reading promotional emails increased by 74%.
Combine elements of value, creativity and emotion
Instead of sending a series of mass emails with many products that may not atract customers’ attention, before getting to the main issue, businesses can express sympathy to customers, by acknowledging the current challenging situation, thereby proposing ways in which the business can provide support and consult on relevant products.
“Touching” customer’s feelings – making personalized emotional connections as well as fostering interactions is the means that businesses can establish trust with their customers.
For example, stationery retail company Ryman sent out emails designed around at-home activities during the quarantine period, such as homeschooling or gardening activities.
Encourage, motivate and send positive messages to enhance trust with users
Your emails can provide customers with positivity through:
- Use positive language
- Provide regular updates (on your situation and products)
- Send letters about promotional gifts during the pandemic to convey your brand’s appreciation to customers.
Concentrate on developing some Marketing activities
To focus on developing Email Marketing activities aimed at helping businesses deal with challenges in the pandemic, marketers can consider the aspects:
- Increase brand awareness
- Create valuable content to drive continuous engagement
- Develop your email list
- Establish stronger relationships with customers
- Aim to raise traffic to previously published yet relevant blog posts through email
Prepare a back-up plan for a long-term pandemic
In the event that the pandemic lasts longer than anticipated, it is essential to prepare a long-term plan for the Email marketing process, ensuring customer retention to adapt and survive.
Conclusion
Opportunity often arises in dangerous situations, so businesses should seize these opportunities to enhance your Email marketing activities during this favorable period. Hopefully this article provides you with a comprehensive understanding of how to implement Email marketing activities for your business.