To do email marketing really well, you need to send emails that hit a sweet spot with your recipient. That plays into what they need. But do you still know what that is nowadays? Or do you feel that you have nothing interesting to say in corona time? Then this article is for you.
The past year has not been easy
Numerous companies have pressed the pause button on their goals and ambitions. It was hard enough to keep up with the ever-changing playing field. As a result, they got stuck in a reactive mode.
But you can't put your business on hold for a year. Competitors who did prepare themselves will have made a head start that is difficult to overtake.
And while a year of Corona is not an anniversary to celebrate, it is an important one to consider. A year later, you still want to go somewhere with your company - and communication. And those goals still count. You don't have to wait for the world to "go back to normal" to take action.
Why communicating regularly is so important
Many companies have a mailing list, but are not making full use of it. They are afraid that they have nothing interesting to say. So they send a cautious email a few times a year to announce open days or sales. Anything else? Bye bye inspiration.
If you find yourself in that situation, one of the best marketing tools is right under your nose. You have a list of people who have shown an interest in you and have actively indicated that they want to hear from you. Those are potential customers.
But you have to make sure you KEEP in touch with them. You created an expectation when asking for their email address, and you need to fulfil it:
What do they need help for?
What's their biggest frustration?
What to they need the most? (discounts, advice, time, a specific result?)
What tips can you give?
What can you offer them that would really help?
Even when people don't open your mail, it is not wasted.
Take a look at your own mailbox. Do you open every email? Even if you don't open, you've seen the brand name and subject. If I need a certain product at a later date, I will remember the companies that I regularly see passing by much more quickly.
Extra tip: You can easily see in Google Analytics how traffic increases around the sending time of your e-mails. Do those increases correspond to the number of opens of your mail? You will see that that number is often a lot higher. It's very clear what an email with the subject "Last day of sale" will be about. I don't even have to open it to know that.
Consider the following tips
1. Keep investing in onboarding
The first mails that a new contact receives from you are probably the most important ones you will send. Expectations are high and welcome emails are 7 times more likely to be opened. You want to bind those new customers to you. What do they need? How can you make a difference?
The same for new colleagues. Do you work from home? It is super important for new colleagues to get a feel for your culture. They are less likely to get to know their team without seeing them face to face. And the threshold for asking questions is higher. Can you also build up that sense of togetherness via e-mail? How do you keep each other informed throughout the different teams?
2. Hit the right tone
In recent months we have been bombarded with feel-good messages such as "We will meet again soon" or "We will get through it together". But does that suit your target group? And does that benefit your brand?
Look for the information your customers really need. People crave normalcy and ways to break out of their rut. Make their days enjoyable. If you can respond to that need, you've certainly hit a bull's eye.
3. Talk about what really matters
Do you think you know exactly what your customers need - more than they do themselves?
We often love our products or services so much that we forget to really research them. Your company exists because of your customers. The best way to find and keep customers is to really meet them where they're at. Help them achieve THEIR goals.
If I come to buy a hammer from you, it is not because I am looking for a hammer of X kg. It's because I want to hang pictures of precious moments. Use your product information to respond to the underlying need instead of just highlighting technical details. Use THEIR language and phrasing to describe THEIR frustrations, needs and goals.
Don't fall in love with your product or service, but with your customers.
4. Have a good look at what's happening in your business
What is your sales team doing? Do you work remotely? Or not? What do your days look like these days? How do you keep it safe? What is happening that may be of interest to your target audience?
Still in need of inspiration?
We've compiled a list of content suggestions for a number of sectors to get you out of that rut.
Shops and retailers
Info about in-store shopping: The rules are super vague. How are you going to inform them?
Guided tour of the stock
Info about placing online orders
Info about your return policy (some people are still suspicious of online shopping)
How you adapt the team's cooperation to the circumstances (people like to see people)
Tips and ideas about your products
Photos of new products or articles that are back in stock
Recurring fun recipes or tutorials to create a fun evening at home (while waiting for them to do that with you)
Info about takeaway menus
Especially when seeing each other physically is necessary for your business, it is tough these days. It is necessary though that you remain top of mind with your target audience:
Promo of new blog posts
DIYs or tips about your products
How you adapt to corona
Look behind the scenes in the development of new services
Set up a promo for your customers
Non-profits and charities
You cannot organize events to look for donations right now. But that does not mean that people are no longer open to your message.
Show the daily operation
Are there any ongoing projects for which you have secured donations? Show what is happening with their efforts so that people see that support is being channeled well.
Put sponsors in the spotlight
Take your finger off that pause button, even if the rules of the game keep changing. Not setting goals kills your productivity.
Are you looking for more tips or do you want to thoroughly tackle your email marketing? In our free email marketing masterclass, we bring together lots of tips and ideas about drawing up your strategy, classifying your target groups and creating strong campaigns.