Email marketing remains one of the most efficient ways to engage with the audience and increase a business’s success. Despite many speculations, the vast majority of companies use this way of communication and benefit from it.
Yet, it is essential to always update and reconsider any strategy according to many internal and external factors. Nowadays we deal with a global pandemic of COVID-19 that influenced all spheres of life and business. Of course, it has a direct impact on the marketing strategies the companies use, including email communication with the clients.
It is now apparent that good business ethics and prompt response to societal needs result in a better reputation and increased loyalty of clients. The majority of companies has sent updates on their work schedule and politics during the quarantine. Of course, it is crucial to act out during these difficult times; however, it is also important to learn from them and be ready for what comes next.
It is now clear that the strategies after the crisis should take into consideration the results of engagement during this period. It is also essential to learn from the newest trends and objective data that help to build an effective plan.
Here are 8 efficient tips on how to plan out email marketing strategy after the crisis.
1. Adjust the number of letters
Although it is great that brands reach out to users and provide them with information now, it might be a bit overwhelming. On average, an office employee receives more than a hundred letters per day, so there is a little tolerance for spam.
The overall percentage of spam letters has decreased in comparison to 2012, but it still sits on 55%. More than half of the letters received are spam ones and it doesn’t build trust among users.
The pandemic has shown that too much notice is not appreciated. It might even double the stress and anxiety among people affected. That’s why the crucial factor of any marketing strategy here is to not overload people with emails.
Built the plan for several months at least, with all holidays and memorable dates included. Each email should be pre-planned and lead to the whole strategy, rather than be one-time content. It should provide real value to clients and have a meaningful message. Otherwise, it might lead to distrust and a decrease in engagement.
2. Strive for Personalization
According to statistics, 90% of users consider personalized marketing appealing. And it goes far beyond then putting a person’s name in an email. Further personalization means a deep understanding of the audience, its parts, and their needs.
To build a successful campaign one needs to section the audience to several groups and prepare offers and content that would be exciting for each specific group. For example, divide warm leads and cold leads. The first ones are soon-to-be customers that have an interest in your product; they are easier to communicate with. The second ones are not so sure yet; they need different messages and other CTA.
The existing customers can be also divided into groups, for instance, based on their location. This is exactly what Uber does when they provide local offers and never spam clients with messages that are irrelevant to their location.
Another example of personalization is the type of email Grammarly dens out. They provide personal statistics to their clients as for their word use and efficiency, which is interesting. They also show a comparison to other users and they also offer a great deal, all in one letter.
3. Use Humor Appropriately
There is a trend in the humanization of brands. It is especially popular in social media, like Twitter or Instagram. Although it is great to make customers laugh with a meme, the humor should be used carefully. The way the company communicates on social media or via emails is a part of its reputation and employer brand. Humor can be both a great tool and a devastating mistake.
For example, in a time of crisis, it is better not to joke about the situation. It might look insensitive and hurt the feelings of those who are affected. It is better to show love and support, as Duolingo did in the following example.
4. Pay Attention to Details
There are vital parts of each email campaign that increase open rates and conversions. Each detail is important, namely:
- The subject of the letter. It is the main reason customers open or do not open the letter. The subject should be short (ideally up to 40 characters) and straightforward. It might have urgency or an offer in it, like “Last Sale” or “Get 20% Off Now”.
- The emailing address. Many companies use the “noreply” address, yet it doesn’t always look great. It feels like a business might not care enough about customers’ feedback. Choose the address wisely.
- Signature is extremely important. It should identify the sender and contact information.
- Grammar correctness.
- The tone of the letter – make it friendly and welcoming.
5. Make Content Interactive
The attention span has decreased from 12 seconds to 8 since 2000. There might be several reasons and one of them is that people get better at filtering out the content they do not need. No one spends much time reading long and convolute texts. That’s why it is a great idea to make your content interactive.
The best thing is that nowadays it is easy to add video, poll or image to the letter, so a customer doesn’t have to leave the mail tab to interact with content. Here is an example of a newsletter by Trello, which shows how content can be broken down with images and only crucial information. Customers can directly go to the article that is interesting for them, without scrolling through the pile of words.
6. Customize for mobile screen
The Internet goes mobile; the majority of searches are done via smartphones. And the emails are no exception, 56% of letters are open on a smaller screen. It means that the marketing campaign should be designed for mobile devices. Make sure that the text is visible and readable on a smaller screen. It is also better to use text instead of the whole image, as it is easier to navigate.
7. Try A/B testing
Before launching a huge campaign, it is better to try several options on a smaller audience. It helps to see what type of content works best with each group of customers.
Try to design at least two types of letters and see the response. Analyze the number of opened letters and the number of customers that proceeded to the given link or offer. The data will show what it is the best approach and then it can be implemented on a higher scale.
8. Find the best timing
The timing is extremely vital in the success of a marketing campaign. Unfortunately, there is no ultimate answer as to when it is better to send out emails. It depends hugely on the industry and target audience. If the majority of customers are office employees, they are more likely to read emails on business hours. But this is not the only factor.
To figure out the best timing, one can run A/B testing and look at competitors. Research the competitors’ behavior is crucial to see what strategies they lean on. Look at what time of a week and day do they send letters and schedule regarding this data.
In Summary
Email marketing is a powerful tool to increase engagement, attract new clients, and boost sales. However, it requires a lot of planning, design, and research to make it efficient. First of all, a company needs to have a deep insight into the audience and their needs. It is essential to segment the audience according to different groups and create personalized messages that correspond with their interests. Make content or offer valuable and exciting for customers and they will be more willing to purchase a product or service.