6 Email Marketing Tips During COVID-19
Email marketing is a tried and tested method for attracting new customers - not only is it effective, it is also relatively inexpensive. It is a versatile marketing strategy because it is easily customizable depending on your marketing objectives and helps to promote recent developments in your business.
During COVID-19, when people are less likely to be susceptible to outside marketing, email marketing can be a great tool for businesses looking to expand their customer base.
Here are a few tips to get you started:
Provide Useful and Engaging Content
While e-mails can generate new leads, it becomes difficult to keep subscribers if you do not create engaging content. While what is considered to be engaging is dependent on your industry and brand image, it is best practice to avoid content that is too impersonal or long and tedious to read.
Emails should be tailored for your customer base and identify the type of content that would be most beneficial to them. Instead of aggravating your customers by flooding their inbox with limited time offers during COVID-19, focus on genuinely helping out your customers through this difficult time in any way that you can.
Another important thing to note is to not overdo the emails. The most common reason people unsubscribe from business email marketing campaigns is because they believe that they are receiving too many emails. While it can be tempting to consistently reach out to people, especially when business activities have largely stagnated in COVID-19, it is better to properly pace your email marketing campaigns to maintain your subscriber base.
Call to Action
Calls to action (CTAs) may seem aggressive, but placing CTAs in an e-mail is the best way to generate leads. CTAs should direct readers towards useful information and resources, and prompt readers to forward and subscribe to further email marketing. Adding CTAs to your email marketing campaigns on your website is another way to generate interest, but do not make it blatantly obvious that your goal is another quick sale.
Ensure Proper Formatting
Formatting errors in your emails will look unprofessional and can instantly turn away readers, so always make sure that your emails are properly formatted before sending. It is also important to make sure that your email campaigns are optimized for mobile viewing as more people are reading their emails on mobile devices than on their desktops.
While automation does not allow you to create personalized content for each of your subscribers, automation comes with numerous benefits to outweigh costs if you are careful. It can keep you connected with your audience at all times for responding to certain customer actions and post your sent emails at ideal times of day to put your emails at the top of their inboxes. However, be sure to add some level of personalization, such as addressing the recipient by name, because that can foster a higher retention rate.
One way to personalize your emails is to segment your audiences for different groups of customers. Segmentation will increase lead generation as you are sending targeted emails that match customers to products and services that they would be interested in.