Business leaders and marketers across the globe are carefully considering how to communicate during COVID-19. Clear and direct communication has become essential in this new world of constant noise from news and media outlets, and the importance of maintaining a 1:1 relationship with your customers has never been greater.
Email marketing remains a tried and true direct marketing medium that allows companies and organizations to manage their business while maintaining transparency with their customers. Businesses are in uncharted territory, adopting measures to deal with this pandemic.
What does this mean for your email marketing program? The Email Marketing Specialists at D3 came up with the top ways that your business should be utilizing email marketing during COVID-19.
1. Maintain Transparency
Sending an email to your customers helps you maintain transparency and show how your business is dealing with changes. Include specific details about what your company is doing to maintain the safety of your customers, as well as your staff. Ensure your customers that especially in hard times, you’re doing all that you can for them, which in turn, can help to alleviate any concerns that they’re experiencing.
2. Communicate Changes
Due to state and federal mandates, your business may have had to change its hours, cancel events, or close completely during this time. The health of your customers and staff is paramount at this time. It’s best to alert your customers as soon as possible, via email, if you are changing your hours, or introducing new standards that need to be upheld. Some examples include:
A business that had to close and is now open for carry-out.
A hair salon or barbershop that can now allow a certain amount of appointments per day.
A doctor's office that is canceling wellness checks, but remaining open for emergency or severe cases.
3. Offer Service at a Distance
While you may have to close your doors temporarily, you can continue to stay in touch with your customer base by sending email campaigns that offer alternatives to your traditional services. Can you offer your product from home until things return to normalcy? Consider the following options;
Hosting a virtual gym or yoga class - or a class specific to your business.
Schools and daycares sending out educational content for parents.
Promoting virtual happy hours or bedtime stories.
4. Promote eCommerce Alternatives
As storefronts are being forced to close their doors for the safety of their staff and customers, a new need for eCommerce alternatives has emerged. Consider sending an email offer with a discount to those who shop online. Or, notify your customers that there’s a way for your products to be delivered to them if they purchase online. This can help you continue to make revenue while your doors are closed. Examples of this can include:
A small boutique putting their products online to shop from.
A restaurant offering a delivery service.
5. Segment Your Messaging
Each region of the world is experiencing a different reality of COVID-19, so be considerate. Segment your email marketing lists so you can better personalize your outreach. Being mindful and empathetic, considering the situations that your contacts are in, can result in the most appropriate messaging being sent out for everyone.
Have questions? D3 can help. Reach out to one of our Email Marketing Specialists to assist you in creating an email marketing strategy, perfect for COVID-19, and beyond!