Email marketing is amongst the most effective and impactful messaging channels and running email marketing campaigns is a worthwhile endeavor for marketers to send hyper-personalized content to their prospects and customers, build brand credibility and recognition and boost sales.
Apart from generating sales conversions, email marketing campaigns allow you to effectively communicate with your customers through emails and play an important role in building long-lasting relationships with the customers. This further helps the cause of customer retention, leads to repeat purchases and brand advocacy, and inspires positive Word-of-Mouth-Marketing (WOMM) which drives additional revenue for the brands.
Running personalized email marketing campaigns is a cost-effective way for businesses to serve tailored messages to their target audience groups on time and is specifically useful for small businesses that aim to optimize their time and budget.
Besides you can define the metrics for your email marketing campaigns which can help you improve the Click-Through-Rate (CTR) of your email marketing campaigns. Thus, by quantifying and optimizing your email marketing strategy, you can establish authority and build excitement through your email marketing campaigns.
Email marketing campaigns are helpful in generating business, as well as boosting the omnichannel reputation framework of the organizations. With email marketing campaigns you needn’t worry much about marketing details and can invest more time in making your business successful.
With the evolution of digitization, there’s a lot of emphasis on chatbots, influencer marketing, and other new opportunities to reach customers. However, email marketing campaigns continue to maintain their utility in driving the marketing endeavors to revenue optimization.
According to a report by Email Monday, email marketing campaigns generate $38 for every $1 spent.
Thus, by delivering an astonishing ROI of 3,800%, email marketing is amongst the most effective marketing option for businesses to bank upon for bolstering sales conversions.
A strategic approach to running email marketing campaigns helps marketers produce sales regularly and in a somewhat predictable fashion.
According to HubSpot, 93% of B2B marketers use email marketing campaigns to distribute content.
The fact helps cultivate the faith in email marketing as a perennially fetching and reliable marketing channel for generating sales conversions.
So far, so good.
However, today’s reality of running email marketing campaigns is a bit frustrating.
The global pandemic crisis and Your Email Marketing Campaigns: The Road Ahead
The proficient email marketing strategists out there have always known that running successful email marketing campaigns is an all-about constant reviewing and optimization of the several aspects of the campaigns.
However, in the midst of a global pandemic crisis, like the one the world is witnessing right now, your audience psychology and researching methodologies can get impacted in unprecedented ways.
As a result of the pandemic crisis, almost every business is ramping up their email marketing campaigns and businesses that in the pre-pandemic era used to run weekly or monthly email marketing campaigns are sending emails to their customers daily.
This impulsive approach is prevalent across all the marketing spheres including digital agencies, eCommerce, brick and mortar stores, restaurants, e-learning portals, and whatnot.
Since the pandemic has stagnated the traditional business practices, sending frequent emails seem to be an only successful way for marketers looking forward to stimulating their marketing outreach and is a natural reaction to restore their normal income streams.
However, when everyone is trying to optimize their email marketing campaigns by sending more emails than the expected frequency, it can do more harm than good. Not only sending excessive emails is a wasted effort but it also pisses the customers off and can become overwhelming and annoying for them.
Hastening your email marketing campaigns creates “marketing friction” which is detrimental for your brand loyalty can cause your customers and prospects to unsubscribe.
Inundating your customers’ inboxes with huge bulks of emails at an unprecedented rate and in inappropriate frequencies is badly impacting the email customer experiences being delivered through the email marketing campaigns.
Moreover, lack of personalization in the email marketing campaigns, and unavailable offers being advertised are likely to cause your customers and prospects to unsubscribe, no matter how much friction you add to the means of opting-out. Thus, the impulsive execution of email marketing campaigns is deteriorating email customer experiences and is drifting businesses farther from their core business bottom-lines, as they continue to battle the challenges thrown by the global pandemic crisis.
So, what should be done? What should be the right approach for marketers to optimize their email marketing campaigns during these underwhelming times?
Let’s delve deeper into some of the right approaches to execute your email marketing campaigns, monitor your email performance, and optimize the business bottom-lines with the help of emails.
Deploying the email marketing campaigns the right way during the current pandemic crisis involves pausing and reflecting after deep introspection of whether your email marketing campaigns are properly aligned.
Even if businesses decide to run their email marketing campaigns in very much the same way as they used to do during the pre-pandemic times, this decision should not be a default approach and should only be arrived at after careful consideration and analysis of the situation.
The following are some vital steps to evaluate your email marketing campaigns and accelerate them to evolve and adapt to the current situation; to ensure that the needs of your customers are addressed and you can successfully optimize your email customer experiences to accomplish your bottom-line revenues.
1. Mind the Schedule of your Email Marketing Campaigns
When it comes to running email marketing campaigns timing is everything. Reaching out to the inboxes of the recipients at the right time ensures that they take the desired actions towards boosting the sales conversion rates.
Sending the right emails at the right time can prevent the customers from abandoning their carts and may even cause the customers to return to their carts and complete the abandoned purchases, as in the case of several B2B eCommerce businesses.
Read more on Top 10 Triggered Email Marketing Campaigns for 2020
Apart from timing, under ideal circumstances email marketing campaigns are also scheduled according to specific seasons and festivals, prioritizing the customers’ buying behavior during those times.
Amidst an unprecedented global crisis like the present one, creating new scheduling can be a bit of a daunting task for email marketers. For most of the marketers, the schedules of their email marketing campaigns have already been taken by storm.
During tough times, it’s quite easy to mess up with the basics. The marketers, however, need to ensure that their motivation to be customer-centric is intact and takes the center stage.
The current time demands the marketers to review the schedule of their emails to determine if it should be revised to better capture and suffice the needs of the existing customers, as well as prospects.
However, reviewing the schedule of email marketing campaigns doesn’t mean that you should completely cease the execution of your email marketing strategy.
When you adjust the schedule of your new email marketing campaigns, your audience will be enthralled to welcome the new dates and timings of the campaigns, which prioritizes customers’ preferences.
2. Redo the Content of Your Emails
After reviewing the schedule of your email marketing campaigns the next vital step is to evaluate the content of your emails.
In accord with the current pandemic crisis that is impacting your audience, you can think of making the tone of your email marketing more empathetic.
Also, take some time to introspect if the basics of your email marketing campaigns’ content strategy are apt viz. the email subject-line, graphics, copy, offers, etc.
For example, you can try cutting out on your humorous content in the email marketing campaigns as it may aggravate the anxiety of your prospects and existing customers in the midst of a global crisis.
Carefully evaluate the content strategy of your email marketing campaigns and deduce what your audience will find engaging and relevant during the period of this new normalcy.
Making changes is the need of the hour; however, the marketers need to ensure that no matter what changes they make in the content strategy of their email marketing campaigns, they should still speak of brand vision and should reflect the brands’ personalities and ideologies. Also, tailor your messaging style to be more empathetic and make sure that you acknowledge and address the current situation to let your audiences know that you care for them and despite the crisis is at their service, to provide them with the best possible options.
3. Re-assess Your Audience Targeting Strategies
Because of the severity of the current pandemic crisis, most of the marketers would need to re-evaluate their audience segmentation strategies, no matter how successful they have been with them in the past and how orchestrated those strategies have been.
Most of the email marketing campaigns would need to be changed slightly, at least temporarily.
If your audiences or prospects within particular geography have been severely impacted, you would certainly need a more empathetic email marketing campaign messaging strategies to be executed for them, if at all you think you should still email them.
Remember that personalization has taken a center stage like never before in the midst of the global pandemic. You should either message your severely hit target audience groups very carefully or avoid messaging them altogether.
Wrapping Things Up
The above steps will ensure that the objectives of your email marketing campaigns are delivered even amidst the current pandemic crisis. Remember to do your basics correct. If you’re not executing your email marketing campaigns properly, your receipts who might be processing them in some way or the other may get annoyed, causing them to unsubscribe.
Also, the current pandemic crisis is a very sensitive situation and a little mistake can cost you dearly, spoiling long-nursed and cherished relationships that you may have had with some of your customers.
You will also need to continuously monitor your email marketing campaigns to observe how your customers are reciprocating to the new changes being made.
Personalization will hold the key to win over your customers and will be as it has always been, or even more. Consider personalizing certain specific offers for your customers and see the magic unfold.
Don’t keep on blindly messaging your customers or prospects, though you can reactivate your inactive customers with special messaging.
Make unsubscribing easy and don’t include too many unsubscribing friction elements. Remember that keeping unengaged customers and trying to deliver them value is nothing more than a waste of your own time.
Keep your email subscription list as high-quality as possible. Let your customers tell you how frequently they want to receive your emails and allow them to be in charge of the frequencies of their email deliverances.
Building customer loyalty and driving more sales at the time of a global pandemic crisis is all about making your email marketing campaigns more relevant by using the right tools and data points. Also, under no circumstances force your campaigns over your customers. Make your opt-ins clear for people who want to subscribe and off-ramps simpler for unengaged customers and prospects.
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