Pandemic Email Marketing

Pandemic email marketing requires a certain nuance compared to a more traditional email marketing strategy.

As businesses close down all over the country and sales, in general, take a big hit following the coronavirus pandemic, traditional email marketing tactics aren’t cutting it.

But despite predictions that email marketers would find themselves in troubled waters because of the pandemic, that is not necessarily the case. More people have been opening their emails during the COVID-19 pandemic than ever before, which proves that email is still where people go to hear from the brands that they love!

Even more importantly, with so little in-person interactions going on, communicating via digital channels is even more crucial.

In fact, with so many people relying even more heavily on the online world these days than they did pre-pandemic, it is an ideal time to reinvent and boost your pandemic email marketing game. Here are some unique tips and tricks for email marketers to help during unprecedented times (like unforeseen viruses)!

Local Email Marketing During the Pandemic

Now more than ever, people are prioritizing purchasing from local businesses, not only because convenience is key, but also as a way of supporting small businesses that could be struggling.

This is particularly apparent when you look at the restaurant industry, where many companies (even the big corporate ones) are using pandemic email marketing as a way of connecting with their customers and promoting local delivery options.

Gearing your pandemic email marketing campaigns to be more locally relevant is highly valuable during a time when most people are staying local and are not leaving their homes very often.

Pandemic Email Marketing for Remote Work

Some of the biggest hitters when it comes to click-through rates during the COVID-19 pandemic have included email subject lines that hint at ways to improve your remote working experience or provide some sort of information about better ways to work remotely.

Subject lines such as “COVID-19 Remote Workplace Management” or “Work from Home Tips and Safety Concerns” are proving to be extremely popular at the moment, for obvious reasons!

Consider emails that are adding value for your consumers, with takeaways that they can use. More people are working from home right now than ever before, so providing valuable information targeted towards the “remote” audience could work wonders for your pandemic email marketing strategy.

Update Your Customers Through Pandemic Email Marketing

Right now, everyone wants to know how the companies and brands they have associated with in the past are dealing with this crisis. Brands everywhere are gearing aspects of their marketing towards informing their consumers about how they are evolving to encompass this “new normal”.

It makes perfect sense; people want to feel safe, and they want to be able to trust the brands they interact with to keep them safe.

Use your pandemic email marketing as a way of keeping your audience up to date on how you are keeping them safe and trying your best to make sure they are accommodated during this trying time. This could include ideas such as informing people about how you have switched your business model to fully digital, rather than relying on physical storefronts.

Do Not Overdo Your Pandemic Email Marketing

Coming up with a smart new pandemic email marketing strategy that does not bombard your consumer and cause them to unsubscribe is possibly the most difficult task to navigate right now. More people are opening their emails, sure, but that also means that more people are getting sick and tired of reading about coronavirus every time they peruse their inbox. This can cause a mass amount of dreaded unsubscribing, so you must be smart about your strategy.

Personalize your message, connect with your consumer, and update them on your brand, but try not to bombard them too heavily with “in your face” pandemic-related marketing.

Marketers all over the world are working at breakneck speeds to try to keep up with the unpredictable and ever-changing world that we are currently experiencing. But even though concerns surrounding declines in sales and closing businesses have many people worrying about how to approach pandemic email marketing, there are ways in which we can adapt to produce more useful and effective pandemic email marketing strategies than ever.

Just like most things we are going through in day to day life at the moment, the key is to roll with the punches, adapt to the changes, and keep sending out strategic and smart emails to connect with your consumers!

To launch your pandemic email marketing strategy, book a Planning Session with the digital marketing specialists at Rizzo Young.