We are indeed going through hard times, and this has affected everyone.
You probably have put a hold to most of your activities – from traveling to a postponement of your business activities as you heed to the safety measure put in place to curb the Covid-19 pandemic.
And as a business owner, you are dealing with a ton of challenges you have never encountered. Whether it’s the shift in demand, or temporarily suspending your travel conferences.
As you continue to stay home and keep safe, you have received several email newsletters giving you updates on how businesses are running in the backend. Maybe, you have sent out some email campaigns as well. And honestly, all these can be overwhelming.
Because you don’t want to sink your business, you are wondering what you should do with your marketing. Should you suspend all your marketing campaigns or continue with your activities as usual?
Sure, I understand how this can be difficult for you, so I decided to put up some of the best email marketing practices that will help you during this Covid-19 pandemic. Without further ado, let’s jump right in.
Email Marketing Best Practices
1. Leverage Timely Responses
During hard times, your followers will want to know what you are doing to help curb the current situation. That’s why you should never go silent. Instead, leverage timely responses as part of your email marketing campaigns.
Now, your followers have built trust in you, and it’s not the time to go silent. Doing so will either upset them or lose confidence in you, which can negatively affect your business. And because your followers (a.k.a, email subscribers) are looking for answers, you need to provide them with timely responses.
For example, GrassRoot Soccer International had to inform their subscribers how they would respond to the Covid-19 pandemic. In their email, they assured their subscribers that they would prioritize people, improve on, and partnerships.
2. Give Updates Incase of Changes
The truth is that there are confusions during this pandemic.
So there’s a need to keep your customers informed of the new developments and changes, so they don’t end up confused. And the only way you can do this is by sending out your emails letting your subscribers know about any shift.
Walk with Sally, for example, explains to their email subscribers why they decided to transition from Friendship Bowl to an entirely virtual event. They even go further to give a clear call to action on how their supporters can support the change.
People’s inboxes are flooded with pieces of advice on how to keep safe, so these are not the kinds of emails you should be sending out to your email list at these times. Because the chances are that they have had enough of them.
Also, don’t forget to make announcements to your customers by touching on the most sensitive things. Remember, the pandemic has affected everyone across the world and on a personal level. To address some issues bearing in mind some of the traumas people might be undergoing.
Shopify made a brilliant change with their meetups. Normally, this Canadian company holds offline meetups at particular places like Singapore, Canada, Japan… But now, because of COVID-19, it decided to go virtual. It’s subscribers receive emails about Shopify meetups with the exact date and time. That said, subscribers can easily attend the online meetups without spending a single penny to go abroad!
Shopify sent out meetup information to subscribers
Thanks to Shopify, the development companies also have the opportunity to send out emails on Shopify meetups summary to their subscribers as well! That’s a kind of updating in case of change.
3. Keep the Communications Going
Don’t go quiet after sending out an update to your email subscribers. Instead, keep the conversation going.
If you do newsletters once every week, make sure you are doing so. If you always send a welcome message to anyone subscribing to your newsletter, do so as well. Likewise, if you get a new sale, make sure to thank your new customer.
With this normalcy, you can expect to engage your customers even during these tough times. They will see that you still care for them despite the pandemic. This way, you got to maintain a stellar relationship with your email list.
Finally, you need to make sure that the emails you are sending out to your subscribers relate to what they are going through at the moment. For example, if you’re in ]’work from home’ niche, you can share some tips on how to be more productive during such times.
4. Send Out Emails of Inspiration
During pandemics like this (the Covid-19), your fans or subscribers will be heavily dependent on you for inspirational messages.
And the truth is that an inspirational message can help a lot, especially during these tough times. Additionally, sending out messages of inspiration can help ease the pressure mounting on your followers.
Furthermore, inspiration emails show togetherness and help push your mission forward. Also, it will help build trust between you and your customers because they know you can never abandon them even during hard times.
For example, To Write Love on Her Arms sent out an email campaign to their email subscribers letting them know that the Covid-19 has no place and that they will overcome it. In their email, they have bolded the words “Fear Won’t Win.”
5. Provide Resources
While we are in this together, you can be in a better place to provide resources for your loyal followers. It’s sometimes called ‘giving back to the community.’ And this method is effective all the time, not within the pandemic only.
HappyPoints did this well by giving out a Free checklist of Migrating to Shopify for merchants. HappyPoints is a Shopify development company. Besides helping its customers develop their online stores, this company also offers migration services for those who want to switch from other eCommerce platforms to Shopify. That’s why they decided to give their subscribers a free checklist on Shopify migration.
By offering free resources to help those who might be in need shows you’re passionate about other people and that you can go the extra mile to help those in need.
For example, if you’re in the freelance writing industry, you can opt to give your email list much-needed support to help them get started with freelance writing. This will come in handy for them because they’ll be able to take care of themselves.
And it doesn’t stop there, you can offer realistic discounts to those people who might be interested in purchasing some of your products or services. This will help those who were unable to buy your products get them at fair rates.
Is It Ideal To Run Promotions?
If you ask me, you should postpone any form of sale campaigns until things can resume to normal.
If you are selling essentials needed to curb this pandemic, running sales promotions might not be too bad. Just make sure that you’re not too pushy.
At this time, when everyone is going through hard times, you don’t want to exert more pressure on them to buy something. This is because most people are struggling to meet both ends.
Once things resume to normalcy, you can run your promotions, but also take into consideration that most people are just getting their feet back after hard economic times. You’d maybe want to offer some undisputed discounts.
Additional Expert Email Marketing Best Practices Tips
Segment your contact list
Now, the last thing you want to do is to send out an email campaign to your full email list. This may not be appropriate, especially during these difficult times.
So instead of that, make sure to segment your list. There are a ton of ways you can segment your email list. For example, you can segment your email list based on your subscribers’ interests, location, gender, age, industry, what they sign up for among others.
This will help you send out the right and most relevant email campaigns to the right segment. Because sending out an email campaign to the entire email list may prompt some subscribers to flag your emails as spam.
Authenticate your domains
The next thing you want to do is to make sure that your domain is authenticated. Fortunately, there are many ways you can do that, including using DKIM, DMARC, etc. This will prevent scammers from obtaining your audience’s information and misusing them.
Use a subdomain
Customers have become smarter over the years, and as such, they value their privacy. That said, make sure that you’re not using a new domain to send out emails to your subscribers.
Otherwise, your subscribers will mark those emails as spam because they don’t recognize that domain name. Instead, use a subdomain of your original domain name.
The pandemic is not here to stay. We shall overcome by taking the necessary precautionary measures given by health bodies.
I hope the email marketing practices discussed above helps. You can choose to filter them and only implement those that are related to your niche.
Otherwise, happy email marketing.