The coronavirus pandemic halted the functioning of every organization across the globe. But, as the pandemic quarantine is easing, enterprises are looking to reopen and return to their offices. This also means that they are willing to reach out to their audience through email marketing as soon as possible.
However, it is obvious that post-quarantine email marketing would be a lot different. There are some extra measures that we may have to take, and here's why:
When all these categories return to the market, it may be harder for them to regain their email marketing campaigns. Below we have discussed generic strategic changes that can help you resume your functions after COVID-19. Let's see what are these:
Regardless of the efforts you made during COVID-19, post-pandemic strategies should differ. The market has evolved a lot in the past few months. Therefore, to keep pace, it is extremely necessary to change your outlook and campaigns. Let's see how you can achieve that in an easy way:
In the past months, every user has been reading about the pandemic a lot - a lot. They won't want to receive the same news from you. This won't offer value. You can even end up pushing your user to the unsubscribe button.
Hence, don't exaggerate this situation unless you have some news which is not widely talked about. For instance, the launch of a philanthropic campaign.
If you don't have anything new about the pandemic, then let it go. Keep it on the backseat and re-focus your messaging on important services and products that your audience can utilize during the pandemic. If not that, then simply talk about other pressing issues or how your audience can adjust to normal working or how they can trust your services.
Every customer that you have has been impacted in a different manner during the pandemic. For every customer, the situation has changed a lot. For example, some may have experienced the disease, while others may have lost their jobs. Considering these factors, you have to change the strategy according to customer behavior. Here are the factors that you can take note of:
It is highly likely for you to find a lot of differences in these behaviors because your audience may have experienced financial changes. As a result, some may have even halted their shopping activity completely.
So, when you are making a new campaign, you need to consider these things. For example, if a category of customers has regularly made a purchase, then you can go ahead and send them luxury offers. This can include INR 1,000 off on the purchase of INR 5,000.
If you have activity on your website from a lot of new users, then these customers may be exploring new online structure. You can encourage them to purchase by a special beginner offer.
Many users may be living in the fear of this pandemic. In between these circumstances, if you reach out more than they can handle, then you may end up irritating your users. Don't allow the fear of losing business cloud your judgment. Make a campaign considering your users' requirements and their caliber to consume this data as frequently as you are sending it.
In fact, analyze frequently to reduce the frequency of sending emails if your numbers change, such as decrease in the open rate or increase in the bounce rate.
If during the pandemic, you have put some strategies on a pause, then you can resume it. But, before that, optimize the campaign. For example, if you are sell gifting products, then re-align your strategy by explaining why your users should buy from you. You need to explain to them the value that your product can deliver during this time.
When you are optimizing your campaign and changing the strategy, then don't lose the value proposition that you originally used to provide. It is easy to lose sight of the benefits and value that you originally used to offer to users. This is not to say that you should not make the above changes. Of course, you should. But, remember to stay true to your values, which were there from the start.
It is now the right time to use your creativity, make out of the box strategies, and really design customer-oriented campaigns.
For example, if you are in the gaming industry, tell your customers why they should visit you and download your app. For relaxation, thrill, or entertainment?
If you are in the retail industry, you can tell your users why your online services are better from that of your customers.
Similarly, for every industry, you have a possible way in which you can deliver optimum value to your users.
If you have an e-commerce store, then you may have jumped at the first chance of realigning your recommendation engine towards COVID-19 based products. For example, masks. However, this has changed now. After COVID-19, you need to re-set this recommendation engine and offer more products to your users according to their interests and search.
Ensure that your users don't keep receiving these old recommendations day in, day out even after the pandemic.
However, you may be thinking that the current pandemic is not over but lockdown is, so what should you do?
In this case, find sync between recommendations of COVID-19 products and generic (Other) products.
Email marketing is the best method to return to your customers and encourage them to again look in your direction. You just need to tweak your strategy a bit for improved response. Hence, check the above discussion pointers, change your email marketing strategy, and earn higher revenue post-pandemic.