Most e-commerce companies rely on e-mail marketing. But the Covid-19 shutdown requires an evaluation of email frequency and tone, including tactics.
In this post, I will address how to handle email marketing during the pandemic.
Depending on the product or service, you adjust the frequency of marketing emails. It may be an increase or decrease based on consumer needs and demand.
Monitoring engagement levels can also help determine the frequency. If open and clickthrough rates increase, consider sending frequently. Also track email segments and adjust accordingly. Repeated customers may require more communication than temporary buyers.
Consumers are looking for offers. They also want content and offers that they expect. However, consider adjusting the tone of your email marketing messages to reflect the pandemic.
- Be genuine and empathetic.
- Increase personalization for each customer.
- Ask about customer well-being, such as "How do you keep up?"
- Set realistic expectations for shipping and delivery.
- Offer flexibility in ordering methods, delivery and payment.
Keep new customers
Many consumers shop online for the first time or more often. Remember new customers in your advertising messages. Try to build loyalty to convert a one-time buyer to a frequent customer.
Here is an example of what not to do. I recently had to buy new running shoes. My regular online store didn't have my size in stock. But I found a new site of my size. The site was more expensive. However, given the circumstances, I was willing to pay more.
When I got my shoes, the price of the box was marked at 50 percent of what I paid. I felt overcharged.
To save costs, many retailers have reduced marketing budgets and reduced communication with customers. This can relieve pressure in the short term. But it is likely to cause long-term damage in terms of awareness, market share and loyalty – all of which are the key to future success.
Keep as much email marketing as possible. Try to be attentive to your customers. It will pay off.
Demand for e-commerce generally increases when bricks and mortar stores are closed and consumers are stuck at home. However, try to use the operating time, but start new projects. Examples include:
- Investigate your customers. Many consumers now have free time, which is likely to increase the response rate for email surveys. Knowing what your customers are thinking and experiencing can also help you customize your business immediately. Providing a forum for feedback can help build customer loyalty.
- Implement new email tools. Explore new email tools that can improve or streamline your marketing efforts. I addressed some of my favorites on "17 Free Email Marketing Tools."
- Clean and update your mailing list. Exact data is important for email marketing. Also consider improving data collection and management.
Prepare for ascending
The pandemic will eventually pass. Consumers will resume normal habits and routines. Trademarks are competing to recover lost revenue. This is likely to lead to increased competition for the consumer's inboxes. Your current email marketing tactics can determine how quickly your business bounces back.