1. Mind the Schedule of your Email Marketing CampaignsWhen 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 EmailsAfter 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 StrategiesBecause 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 UpThe 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 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 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. Valasys Media is a well-renowned name amongst the B2B service providers, helping you perfect marketing endeavors. Our services include lead generation, lead nurturing, account-based marketing, list building services, contact building services, content syndication services, event promotion, appointment setting, business intelligence, and CRM services, that help you produce sales and optimize your bottom-line revenue.