In the context of the epidemic season, many businesses have suffered serious losses. To survive and adapt in this context, businesses are forced to change their marketing strategies, focusing costs and resources on effective channels. One marketing strategy that you can employ in these difficult times is the one that has been around the longest – Email marketing.
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Why is Email Marketing the optimal solution for businesses during the epidemic season?
Increase the ability to connect directly with customers:
Connecting with customers via their email means they’re more likely to see them than your social media posts (or messages sent through other channels).
In addition, customers tend to look to social networks to update news or entertainment information, and open Email to search for product information or discount codes. Therefore, Email Marketing will be an effective way for customers to access brand information.
Suitable for delivering valuable, meaningful messages in the context of a pandemic:
While social media can often bring negative, untrue, unorthodox information, and often go very quickly, email marketing can be a way for businesses to generate conversations. being intimate with customers, bringing positive energy, encouraging them to overcome difficult times. Thereby, increasing the sympathy of customers and businesses, as well as promoting purchasing behavior and supporting business activities.
More Interoperability:
The fact that everyone owns a personal Email, as well as the increasing time they spend on electronic devices amid the pandemic, means this is an opportunity for businesses to attract more email subscribers, thereby increasing the purchase rate.
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To deploy Email Marketing effectively, it is important to note:
Optimizing Email Marketing campaigns according to changes in consumer behavior
Email marketing needs to be customer-centric.
The coming epidemic has changed consumer behavior, there are products provided by businesses that are no longer suitable for consumers’ budgets and needs, so retailers must now consider carefully. target customers to optimize email marketing campaigns as well as ensure email content is suitable for the current situation before sending to them.
Many brands have had success adopting a more tailored approach to marketing.
The e-commerce company Trouva is a prime example of the achievement of a shift towards a more flexible email marketing campaign, based on customer behavior and trends. During the first social distancing due to COVID19, Trouva focused on designing emails that were responsive and as relevant as possible to each individual customer. It combines customer insights from Ometria with internal data and social trends to create advertising campaigns that reflect customers’ current purchasing preferences. Moreover, they also find ways to include trending products and content in promotional emails. As a result, Trouva’s email engagement skyrocketed, with click-through rates increasing by more than 50% and time spent reading promotional emails by 74%.
Combining elements of value, creativity and emotion
Instead of sending a series of mass emails with dozens of attached products that customers are not interested in, before getting to the main issue, businesses can show their empathy for customers, through acknowledging the current predicament, then suggesting how businesses can support their situation, as well as advising on suitable products.
“Touching” the emotions of customers – making personalized emotional connections as well as building interactions is how businesses can earn their trust.
For example, stationery retailer Ryman sent out emails designed to relate to activities at home during quarantine such as homeschooling or gardening activities.
Encourage, motivate and send positive messages to increase trust with users:
Your email can transmit positive energy to customers through:
- Use positive language
- Regular updates (about your situation and products)
- Send letters about promotional gifts during the epidemic season so that customers can feel the appreciation from your brand.
Focus on developing a number of Marketing activities:
To focus on developing Email Marketing activities to promote businesses to overcome the epidemic, marketers can consider the following aspects:
- Raise brand awareness
- Create valuable content to drive ongoing engagement
- Grow your email list
- Build stronger relationships with customers
- Drive traffic to old but relevant blog posts by email
Prepare a back-up plan for a long epidemic season:
In the worst case scenario, when the epidemic season lasts longer than you think, it is necessary to prepare a long-term scenario for the whole email marketing process to retain customers to adapt and survive.
CONCLUDE
In danger, know how to take advantage of opportunities to develop your Email marketing activities in this golden time. Hopefully through the article, you will have an overview and know how to apply Email marketing activities for your business.