Globally, the coronavirus pandemic has changed the way many companies operate. In the past two months, we have seen many unexpected changes in our lifestyle, as well as changes in our perception of what is essential.
As we slowly try to adjust to the ‘new normal, some states are completing their curve and, consequently, the blocking measures are relaxed. Slowly, we get back to work and look normal. For a while.
And with a reopened version on the horizon, marketers need to rethink their marketing efforts, especially email marketing, as many rely on digital communications more than ever.
Start with “What kind of message am I sending?”
Even when disconnection measures begin to decrease, it is important to remember that for many there are still times of uncertainty, fear, and anxiety. Some companies and customer livelihoods are negatively affected by the coronavirus or are still at risk of being affected.
In addition to empathy, you must also define the next steps that your company will take to reopen or return members to the facility. These are the questions to consider before clicking the submit button:
- Was your topic carefully written in a firm and empathetic tone?
- Is your message different from what your competitors send?
- Do you clearly indicate what actions your company is taking?
- Do you underestimate the current situation or do you quickly return to the normal “old”?
It is also an opportunity to take advantage of the amount of time people currently spend reading their emails. Emails have become much more interesting (and important) than they have been in the past few months. B2B customers spent an average of 118 minutes reading emails in February but increased to 241 minutes in April.
How to create a subject line
Even though emails containing more information about COVID-19 in the subject line are opened more often than emails that aren’t, you need to know how to formulate your content. Remember: positive and strong.
Your topic should adequately reflect the situation and address it directly. The success of your email strategy depends on the effectiveness of your topic.
Do they get you out of there? Do not use vague language when addressing the situation directly. But it is also important to remain positive. As the situation continues to evolve, keep an eye out for trend topics that are relevant to your customers and focus on them in subsequent communications.
What should be the content of the email?
If you define the subject correctly, members of the public will be able to access the email you sent. The next step? Create an appropriate email text.
Here are four things to keep in mind when writing your email.
- Updates about your services and products
If you have discontinued, changed, updated, or created a product or service due to the current situation, you must notify your customers by email and explain how these changes will affect them. Describe the benefits that these changes can bring, as well as any other details you can share about how the products or services will work in the future, and ask for comments.
- Charities you support
Many of us are committed to helping our communities, healthcare professionals, and others on the front lines. If you have not yet reported, do so now.
And if you’ve kept your audience informed about what you’re doing to help, it may be a good idea to ask them what features of your service or product will help them deal with the problems they face corona pandemic. In fact, 26% of B2B customers want to know how their partners are now supporting customers.
The bulk sending of generic emails will not lead to conversions. Your audience wants to know how your product or service will affect their lives in the face of changing circumstances. With personalized emails, you can reach different segments of your audience based on their profile (age group, job title, sector, job title).
- Direct intention
When companies reopen, measures start slowly and things start to get normal, don’t be ashamed to sell your products or services. However, remember that your sales message must be adapted to the situation in which we find ourselves.
The latest survey found that B2B companies have suffered heavy losses in the past two months as a result of the pandemic. LeadMD’s revenue performance consultancy researched what B2B customers want to hear now and found that almost half just want to know how to get the most out of their current situation.
Your company’s KPIs for 2020 are still important
In the midst of all the uncertainties surrounding COVID-19, one thing is clear: it is no longer “business as usual”. The marketing strategies outlined for 2020, or at least the first two quarters, should be easily discarded at this point.
The good news? All companies are in the same metaphorical boat and all marketing departments had to quickly devise a new strategy to meet the current situation and the current expectations of customers.
As the measures have relaxed around the world and, fortunately, the curve is still flattening out, don’t be afraid to offer the products and services you wanted to launch before the pandemic started.
However, you need to show why it is important to the customer, adapt it to their needs, and emphasize how your product or service can help you achieve your goals, even if customers create new goals for the year on their own.
Finally, convey empathy and joy appropriately and highlight your audience’s inboxes.