As leads, subscribers and customers are being bombarded with COVID-19 emails, how should you be targeting and informing viewing base? Covid-19 has affected businesses and companies across the globe.
The world has become a very different place in the past few weeks, and priorities have changed. COVID-19 has had a direct impact on economies, and the businesses that operate within them, resulting in this has meant that how we do business has had to change.
When it comes to one of the main aspects of the business we run, our marketing, we will also have to adapt—perhaps the essential communications via email. We may still send an email (and markets will stay operational), but how we do it will have to change as the crisis continues.
But First, What Exactly Is ‘Deliverability’?
It’s not as simple as it may at first seem to be. Internet Service Providers (ISPs) see deliverability as, mainly, what happens to an email after being sent off to a recipient. If it is ‘deliverable,’ it gets to an inbox. If the opposite is exact, it goes to a spam folder.
In the past, the more substantial email services such as Gmail and Outlook were like pretty much all the rest. They used spam software that allowed them to deflect inappropriate emails. Then, they became even smarter and decided that their approach to spam made more sense. Gmail, and other providers, are now more interested in engagement. Alongside the usual rock-solid spam filters, providers are also looking for an email that gains commitment. If a recipient usually engages with the emails that you send or the kind of emails you send, your communications will be ‘deliverable.’
The massive increase in the number of emails that have COVID-19 related content (for good or bad reasons) has meant that ISPs have strengthened their spam filters. Whatever you’re currently doing via email will have to be part of a carefully-structured approach. This approach needs to ensure emails are deliverable, as in welcome and engagement-worthy. Otherwise, your emails will be sent to spam folders and could lead to people unsubscribing from your emails.
You serve your customers, and relationships need maintaining appropriately during these troubled times. Meaning you need to bear in mind some key considerations.
And the first of your considerations should be based firmly around following common sense.
It’s Been A While
Let’s say you haven’t been in contact with someone on your email list for a long time. Not having responded to your emails or bought them from you.
There is no need for you to send them an email about COVID-19. Your measures to make your staff safe through remote working mean nothing to someone who hasn’t maintained any kind of meaningful customer relationship.
It is a good idea to take a look at your CRM and see what is coming up as regards triggered and automated email. Your contacts could well be part of an automated campaign (or two), and you should make sure they aren’t going to receive anything any time soon that is insensitive or will pull towards disengagement.
It’s important to remember that the last thing anyone needs to see in the subject line of an email (unless you are a health organization or government body) is a direct reference to COVID-19. The tone you set for your customers is vital. It is not appropriate to give them a sound that is going to induce panic and fear.
One aspect that has caused a lot of concern products or services that are being discounted. Many brands have decided that offering a 10% discount during the outbreak makes sense. It does not help if you use phrases like ‘10% COVID-19 unique code’. Seriously, people have done this kind of thing.
However, sometimes you do need to discuss the issue from the subject line onwards, and that’s about your industry more than anything else.
If you run a restaurant, for example, you’ve probably already addressed how you are running operations during the crisis. Many fast-food places, although things are a little different for them, have again used email to reach out and directly address the crisis with clear subject lines. If you have a customer base that loves your food and keeps coming back for it, it’s essential to discuss what is going on and how you are handling it. In this case, a subject line can use ‘COVID-19’.
When necessity is there, your tone can be factual and direct. Using a crisis to offer discount messages that are only a step up from Black Friday stuff, that isn’t great.
Good brands watch their tone. And during times of global emergency and tragedy, they watch their tone extra carefully
Want to learn more about Email Marketing? Have a look at our blog post ‘Amazing Lead Conversion In Email Marketing’ here
Skip The Calls To Action
Sometimes good marketing has no place in the real world. When looking at emails that you plan to send, remove any calls to action.
Calls to action are close to meaningless right now. Even if you are offering a product that will help with personal health, you simply cannot provide urgency or a ‘buy before it’s too late’ feeling. Cut out the calls to action because they will only cause anxiety and reduce deliverability.
Let’s not forget that these are extraordinary times, and let’s focus on reassuring recipients of the emails we send. Let them know that they are being fussed continuously about and that your brand will continue to serve them as best you can, throughout and after the crisis.
If it isn’t the right time to send an email, don’t. If you don’t have to mention COVID-19, don’t. And if you can genuinely help your customers (and sometimes that means just reminding them that you’re around if they need you), send them an email. But keep the tone right. The content right. Make sure you are always bringing value.
COVID-19 has effected us all. It is causing massive destruction and heartbreak to thousands of lives. Please stay informed and stay safe. If you want to learn more about the virus and pandemic, visit the NHS ‘here’ or learn more on the government website ‘here.’