To keep connected with consumers during lockdown, it's imperative that you communicate over digital channels. But a lack of thoughtfulness in your approach can do more harm than good, especially when it comes to email marketing, where outreach fatigue is causing many recipients to unsubscribe to anything coronavirus related.
With a little rigor, you can help ensure your emails respect your customers' time and attention—and their inboxes. Distinguish your messages from COVID-19 opportunism with purpose, personalization and by applying an appropriate tone.
1. Personalize your messages as much as possible
Message customization is key. Even if your email is being sent to a mass list, try to make sure you reference the recipient’s name, company and job title. The personal touch will be appreciated and can easily be configured through most automated-email services.
It’s best if you are able to segment your lists and speak directly to what your customers are going through. Try asking your customers what your business can do to help during this time, maybe in the form of a customer survey where clients can share the challenges they are facing and how your company may be able to help them overcome those challenges.
Crafting a headline and body message that is relevant to a specific person is always best, including during this crisis. Mail merge does make life easier, but the quickest way to be deleted is a lack of personalization.
2. Provide value
Providing real value to customers is an important distinction. Offering information that is useful is a great step for helping to promote customers’ perception of your brand. Just make sure to keep messages empathetic, concise and save the sales-y language for another time.
Another way to provide value is to offer discounts. (However, don’t call your sale a “COVID-19” sale or instruct consumers to use the term as a promo code—it can be seen as insensitive.)
3. Prioritize tone sensitivity
Tone sensitivity—making sure all messages are appropriate right now—is paramount during this time.
Make sure to check your automated emails. Many of us have emails that are sent out when someone signs on to a specific mailing list. Those emails may mention things that don’t really work in the current situation. Go back and make sure those messages are better aligned with what readers are likely going through in this moment.
Without offering forced humor (which can also be off-putting), try to be positive in your messaging, and, drop the so-called ‘tired’ phrases of the time.
This article was adapted from an earlier version https://amex.co/3cSqugr
This article is intended for general informational purposes only and does not constitute legal advice or an opinion on any issue. It should not be regarded as comprehensive or a substitute for professional advice.