The coronavirus has rapidly changed how companies across the world operate and the tools they use to communicate with their customers.
The pandemic has forced businesses, across a range of sectors, to change their working practices, shut-up shop and respond to a deluge of customer questions and concerns. Call centres and Twitter feeds are inundated and at maximum capacity and there is a risk that customers will become frustrated and worried as their enquiries go unanswered.
In these unprecedented times, perhaps, more than ever before, informative, concise and reassuring communications are key.
One way to communicate directly with your customers is through email marketing.
Our top-tips will help you get the most out of your email marketing campaigns:
1) Define your purpose
During these challenging times email marketing should be authentic, so that it is not simply seen as advertising or a sales opportunity. Use email to maintain genuine communications with your customers, reassuring them about how they can access your product/services and responding to questions and concerns which they are likely to have.
2) Provide value
Everything you write should provide value to your customers, positioning your brand as trustworthy and helpful. The email subject line should address the customer’s ‘pain point’ and tell them what they will receive by reading the email i.e. What will they learn? What can they access for free? How can they access your brand despite being stuck at home? Use the email subject line to entice and intrigue email recipients.
3) Consider your language
Whilst it is important to maintain your brand voice and messaging in all communications, during the current Covid-19 crisis, it is important to consider the appropriateness of your tone, remember that many customers are likely to be worried about the impact the virus will have on their loved ones/ work/ finances etc and that jokes or messaging which is too light-hearted will not be well received.
4) Make it personal
Make use of customer data to personalise emails and write content based on their behaviour and interests. Once your content is written, send the email from a real team member, this increases the chance of the email being opened and develops trust between you and your brand and customers.
5) Direct people to your website if they require more information/support
Once you have updated your customers via email – direct people to your website where they can find out more information about your offer. If you are receiving an increased number of enquiries due to Covid-19 ensure this is positioned at the forefront of your website.
6) Test the effectiveness and continually review and improve
A/B Testing can be used to continually monitor and improve your email marketing strategy. By testing different variables, you can use data to determine the best day and time to send out communications, to review which email subject titles are the most impactful and determine which content is the most engaging. Hubspot provides a great checklist to help you get the most out of A/B Testing.
7) Get old school!
You may be regularly communicating with customers using complex Customer Relationships Management data and email marketing software, these are great resources, however, in these unsettling times an old-school direct email from a member of the team member to your customers/ clients may be an appropriate way to reassure customers that your brand is there for them.
Astley Media have an unrivalled depth and breadth of experience when it comes to communicating with your customers. Discover more Covid-19 resources and top-tips on our website www.astleymedia.co.uk