After an excruciating past few months of having our businesses shut down, the U.S. is slowly beginning to reopen the economy. As a business owner, however, you may be opening up to a market that has largely evaporated or isn’t quite yet ready to start buying your products or services.
So how do you go about attracting and maintaining customers when none seem to be around?
Last week, we discussed how to use social media to market your reopening and attract consumers, and today we’re going to dive into how to leverage email marketing during this phase.
Consider what kind of message you want to send
With less face-to-face communication occurring, the ability to communicate digitally is now more important than ever. In fact, people are now spending record amounts of time reading their emails. Now is the time to truly master how you present yourself online.
Keep in mind that not everyone is able to reopen right now, and millions of people are still suffering as a result of this pandemic. At the beginning of the shutdown, we stressed the importance of empathy in your communications. While this is still important, now is not the time to overdo it.
Instead, it’s time to be a strong and positive voice for others. Before sending out your email, ask yourself the following questions:
- Does your email convey all the actions you’re taking to keep customers and employees safe?
- Does your subject line show determination and empathy?
- Are you acknowledging the current situation and struggle of others or ignoring it?
- How do your messages compare to those that your competitors are sending out?
Create an appropriate subject line
While emails with subject lines containing “COVID-19” are seeing higher open rates than those that do not, it’s critical to be considerate of how you phrase your content. Remember, be a strong and positive voice.
Your subject line should be transparent, addressing your topic directly and appropriately reflecting on the situation at hand. You need to draw the recipient in, promising to deliver value or solve a problem.
After all, your email subject alone will determine the effectiveness of your strategy.
If your readers feel you delivered on your promise of adding value or solving their problem in your email, then they’ll be more inclined to open your future emails or potentially buy from you.
Don’t be vague. Address the current situation. Detail what you’re doing to keep consumers and employees safe after you reopen, and provide helpful resources for those who need assistance.
Write compelling email body copy
After you’ve created an appropriate subject line, you will need to create an email that recipients will read all the way through. At this time, the perfect email will consist of:
Causes you support
The world is coming together now like never before. It’s important that you communicate to your email list how you’ve been supporting your community, healthcare workers, and others on the frontlines of the pandemic.
Your consumers want to know that you’re human too and care about the same causes that they do. If part of your reopening proceeds will be donated to healthcare workers or COVID-19 relief, mention this as well.
Services and product updates
If the pandemic has caused you to change, discontinue, or update your products or services, let your consumers know. After all, they could be risking their life to come to your store.
Because of this, it’s more important than ever that you be transparent and let your customers know what to expect out of you. Be sure to highlight how these changes will be beneficial to them and ask for their feedback.
Given that things are slowly returning to normal, now is the time to gently start pushing sales again. However, your sales message will need to be adjusted to suit our current situation.
For example, research has shown that the majority of B2B customers want to know how they can get the most out of their reopening. Detailing how your product or services can help them do this is a great way to get your message across without being too salesy.
You won’t drive conversions by sending generic mass emails. As mentioned above, your consumers want to know how your products and services will help them get through these hard times. By sending personalized emails, you can reach out to different demographics within your audience, such as people of a certain job title, age group, or industry.
Unfortunately, your previous plans for this year’s marketing strategy should be shredded by now.
The good news, however, is that we’re all in this together. Everyone has been forced to review their marketing strategies, and we’ll all be more prepared in the event that a second wave hits.
Check out the Bizzuka blog to keep up with the marketing changes you need to be making as the COVID-19 crisis evolves.