Email marketing campaigns are great opportunities to characterize your business. They can also help you to develop brand awareness and increase your affinity with customers.
Unfortunately, many businesses have been struggling in recent times. If your venture has experienced hardship, then you should use every advantage at your disposal. Your email marketing campaigns can help significantly. Through their use, you can ensure that your firm not only survives but potentially thrives too.
Your approach matters greatly here. Read on for some suggestions on how you should strategize your email marketing campaigns.
Start a Dialogue
There is a fine line between quality content and irritable junk mail when it comes to email marketing. Your company must fall on the right side of that line.
The messaging of your email marketing initiatives should be meaningful. The voice of your brand should be clear and provide useful information that is actionable and exciting. Customers and clients need to look forward to receiving your messages rather than rerouting them to spam folders.
Facilitate a larger dialogue with your customers. Increase response rates by posing questions like:
- How do you feel about the content discussed in this email?
- Are you willing to participate in a survey on our products and services?
- What would you like to see from our business in future?
- Would you like to attend one of our events with this exclusive invitation?
You should not be shouting into the void with your email marketing campaigns. Instead, they should be a basis for further interactions and sales conversions.
Use your email campaigns to mark famous holidays. Embrace all the inspiration that comes with these times of the year.
For example, you could create exciting themes for a Labor Day email marketing campaign. From eye-catching templates to punchier copy, you can help your business assimilate perfectly into the mood of your target audience. Remember that Americans have collectively spent $2 billion on the holiday last year, making it a prime time to spark an upsurge in sales conversions.
Emphasizing holidays in your email campaigns can also humanize your firm. It tells customers and clients that you know what makes people happy. You can also be less formal during these campaigns, so do not refrain from using a few emojis. Ultimately, email campaigns themed around holidays are great opportunities to show how exciting and fun your firm can be.
Outline Safety Measures
It’s essential to take the pandemic into account with your email marketing strategies. After all, if your business depends on customers visiting you in person, you should know that some people may require an extra push.
In the U.K., many people faced reservations about returning to their everyday lives at all. Some people may yet feel cautious in the U.S. as well. While no one should be forced into resuming regular life more quickly than they are comfortable with, some gentle persuasion that all is well in your firm could be crucial.
Ideas here could include:
- Outlining the coronavirus safety procedures that you have in place. You could mention hand sanitizing stations, welcoming mask wearers (even if masks aren’t essential), and cleanliness procedures.
- Attaching digital versions of any safety posters that feature in your shop windows. Save time and costs on graphic design this way.
- Promoting all the ways that your firm has optimized its processes recently. You could mention online services, more frequent and reliable deliveries, or any other performance-enhancing measures you have recently introduced regarding the coronavirus.
- Mentioning that you are staying updated on government guidance. While things are starting to look better with the pandemic, showing awareness that things might change can show customers that you take these matters seriously.
It is important to be optimistic with your customers if they have concerns about the pandemic. However, try to make sure that your cheer does not override your caution. It is possible to please everyone by running your business yet prioritizing safety as well.
Make Recipients Feel Part of the Journey
There is always news to share, but deciding what is relevant to mention without holidays and pandemics to fall back on can be difficult. You may find it challenging to communicate with customers as your business expands over time too.
Consider using your email campaigns as a way to update your customers and clients on the growth of your business. What has the journey of your company been like? Which new markets might you explore? Have you implemented any eco-friendly measures recently?
Email campaigns are also a great way to make a first impression. The moment new customers subscribe to your services, they should receive a gloriously presented email that formally welcomes them into the fold. They should be made to feel like they are a valuable part of your firm’s future and an equal part of the overall story of your company. Your email campaigns can inspire that feeling of unity and thereby facilitate stronger feelings of brand loyalty.