As marketers, as business owners, and as fellow humans, we are in trying and unprecedented times. In the face of a global pandemic, many people are wondering how they are going to keep themselves and their families safe, while still effectively managing their business. The key to surviving these troubling times is communication, and there is no better way to do that than a built out digital marketing campaign. While there are many components to a successful digital marketing campaign, there is even more to think about in the face of a global pandemic. A business owner must balance a sense of compassion with the need to share helpful information to keep their consumers informed. One of the best ways to connect directly with the people you know you are doing business with is through your email campaign.
Whether you are loyally sending out email campaigns every week, or are just looking to dust off that subscriber list, it can be easy to rub consumers the wrong way with your communication during these tough times. Here are some ways to keep a positive rapport with your email campaigns.
Be Honest, Compassionate, and Helpful
Transparency is key. The benefit of having a subscriber list is that you have already cultivated a sense of community. These users have either been past customers of yours, subscribed to your newsletter, or have otherwise opted in to get more information from your business regularly. Now is the time to be honest with them and let them know you care while sharing pertinent information about your business. If you were forced to shut down, or reduce hours, make it known that it is for the safety of your loyal customers. You care about them and their well being, make sure they are staying safe and let them know that you will see them soon.
This can also be a great opportunity to share any updates to your business model you may not have had before. If you have updated your strategy to include curbside pickup, delivery online shopping, etc, share that, your customers may love to know you are still in business. In times of uncertainty, people look to brands and businesses in their community. Showing that you are still working hard to deliver the product or service you love while keeping yourself, your employees, and your customers safe will go a long way in showing your solidarity and dedication.
While you may have the best of intentions, it is important to remember that emotions are high, and in our current environment, it can be easy to rub your subscribers the wrong way. Be mindful of your subject lines, and the emotional impact of the language you are using. You won’t want to come across too spammy or to look like you are trying to capitalize. Spare them the “Coronavirus Flash Sale”. These types of subject lines come off as insensitive, and tone-deaf. Instead, try the more sensitive “We’re committed to helping you through this by offering free delivery”.
This said, you also want to make sure that if you have an important update, it is being heard. Words like “update”, “community info”, etc are a dime a dozen right now, and chances are, your subscribers are being inundated with subject lines like these days in and day out. The best course of action is to remain genuine and make sure to communicate clearly and effectively.
Let Them Know You Care
The worst thing you can do right now is to stop communicating altogether. Pausing your communication, or “going dark”, is a quick way to have your consumers forget about you. Like we mentioned, in times of uncertainty, consumers will take notice of which brands have pulled back and which brands are still engaging with their community. If you don’t want to, or can’t market your services right now, it may be a good time to think about alternatives. Try focusing on how you are giving back, share ways that your consumers can keep themselves safe, or what they can do to still support local businesses. If curbside or delivery is not an option, many businesses have taken to promoting gift cards. This is a great way to still promote sales and help your community support your business by earmarking some time to come visit you when it is safe.
As a marketer and as a business owner, the best thing you can do is, to be honest, consistent, and compassionate with your subscribers. The fact is, how brands handle this situation will establish brand trust for years to come. If you need help crafting the perfect messaging with support from a digital marketing campaign, contact The AD Leaf ® Marketing Firm. Together, we will partner with you to help you navigate these difficult times and help your business thrive.