<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=349935452247528&amp;ev=PageView&amp;noscript=1">
Search
word-map-thumb

The Alternative Board Blog

Email Marketing in the Age of COVID-19

Oct. 22, 2020 | Posted by The Alternative Board
Woman wearing a Face Mask holding a Lap Top

In spite of all the changes rocking the business landscape, experts agree that email marketing remains a consistently effective way of reaching customers. In part, this is because companies can incorporate wording that speaks to improving the lives of the target audience, even during this difficult time.

As customer needs change, so can approaches to successful email marketing. Here are tips to keep in mind:

Respect the wishes of your target audience.

This is not the time to bombard unsuspecting prospects with your sales-heavy marketing efforts. As Deluxe, an information technology and services firm, notes, businesses should “be careful to avoid aggressively marketing during the pandemic.” The focus instead should be on “crafting useful content customers will appreciate.”

This useful content can include:

  • Information on how a business is ensuring customer safety
  • Any issues affecting shipping, distribution, and/or customer service
  • Changes in business hours or location

Also, as Deluxe notes, share any news about how customers “can get support, including email, phone, social media and live chat support.”

Want additional insight? Download Hiring a Business Coach for Your Small Business now 

DOWNLOAD

Pay close attention to the subject line.

Now, more than ever, recipients of email marketing messages will look at the subject line and decide immediately whether or not to read further. As we have noted before, “Don’t summarize the content or make [the message] generic.” Ideally, the subject line “should arouse curiosity, assume familiarity, and be short.”

Keep the subject line brief, no more than 50 characters (or seven words) long. Perhaps most importantly, remember that the vast majority of viewings will take place on a mobile device. Therefore, content must be mobile optimized to make sure a prospective customer can easily read the subject line (and body of the email) easily and clearly.

Be transparent.

Customers are on the lookout for any deceptive, bait-and-switch approach, so be clear and transparent in all of your communications. Don’t use your subject line to promise one thing, and then tailor the body of the email to a different or conflicting message. That will only turn customers off.

Customize content to reflect our times.

Customers want information that helps them navigate through changes in society, culture, commerce, and so on. Your email marketing message can help reflect these concerns. Position your business as a useful guide to handling changes in business resulting from the pandemic. Wherever possible, craft your message to offer guidance and data that’s useful to customers (while, of course, promoting your business as a source for future information).

Keep things personalized.

No one wants to be on the receiving end of a generic, one-size-fits-all email marketing message. Businesses that conduct due diligence—by drilling down to see what message carries the most meaning—will likely see better email open rates. Jaffe, a public relations firm, urges businesses to “send targeted emails to subgroups based on the data you capture from their browsing behavior on your website, email, preferences, and open and click rates.”

As much as possible, craft a message based on your specific buyer personas. As we have noted before, “You know the people you’re selling to, so you can reframe your message in ways that genuinely resonate with them.”

Be crystal clear with your call-to-action.

No email marketing message is complete without a distinctive call-to-action. What is it you want customers to do after reading your email? Be sure to include ways in which they can respond digitally, such as a link to a digital calendar so they can book an appointment, or to valuable content (a blog post, Whitepaper, etc.) that they can easily download. Never include attachments, because this can trigger spam alerts or simply alarm prospective customers about possible malware issues.

To learn more, check out our complimentary TAB BOSS Webinar, “Email Marketing to Drive Business.”

Read our 19 Reasons You Need a Business Owner Advisory Board

DOWNLOAD

Written by The Alternative Board

Related posts

Quick and Easy Way to Maintain an Active LinkedIn Presence
May. 27, 2022 | Posted by The Alternative Board
LinkedIn is a mainstay social media platform for business owners and professionals. No news flash there. But while most of us understand that having an engaging LinkedIn presence can bring tremendous...
Tips For Improving Your Networking Skills This Spring
Apr. 19, 2022 | Posted by Phil Spensieri
Love it or hate it, networking is essential for business growth and success. It’s often the bane of existence for many business owners that I work with. But if done right, you can take the hassle of...
How Social Media Can Drive Product Innovation
Apr. 15, 2022 | Posted by The Alternative Board TAB
The process of product innovation has, for some time, relied upon a cadre of forward-thinkers within an organization, and/or soliciting input from customer surveys and focus groups. These methods...
When a Business Owner Wears a Selling Hat
Mar. 4, 2022 | Posted by The Alternative Board
If you are like most business owners of small or mid-sized businesses, there are times you must put on your Selling Hat. When you put on that Selling Hat, your mindset needs to change to one of “What...
5 Ways To Manage A Remote Sales Team
Nov. 5, 2021 | Posted by The Alternative Board
Sales leaders have struggled with managing remote sales teams even before the pandemic. Today, with an increasing number of organizations moving partially or fully remote, the need to put practices...
Phone Sales Mistakes Your Team Might Be Making
Oct. 28, 2021 | Posted by The Alternative Board
Cold calls and other approaches to phone sales might not be considered as vital as they once were, but many businesses still rely on this method for customer acquisition. That’s all well and good, as...
How to Lead More Productive Sales Meetings
Oct. 26, 2021 | Posted by The Alternative Board
Sales meetings, like business meetings in general, come fraught with potential minefields. They’re often perceived by team members as a waste of time, too predictable and boring, not long enough or...
5 Surefire Ways to Boost Repeat Sales
Oct. 19, 2021 | Posted by The Alternative Board
Aside from new customer acquisition, repeat sales is the “holy grail” of all company sales departments. Having customers come back again and again for your products or services should be at the very...
Increase Online Traffic by Improving Your Website’s Design
Oct. 12, 2021 | Posted by Emma Carter
  You need a website if you’re selling products and services online. This is an excellent marketing tool that can be used to attract potential leads and customers. However, what if you’re not...
Cost-effective Ways to Drive Traffic To Your Website
Oct. 1, 2021 | Posted by The Alternative Board
You have invested the time, money, and resources needed to build a great website. But how do you draw traffic to it? This is the question on every entrepreneur's mind, and rightfully so. Your website...