Corona Crisis And Email Marketing: In times of this pandemic crisis, it may be really difficult for businesses to know where to exactly start. In just a matter of weeks, people have turned to protection mode, focused on themselves, their families, their employees, their clients, and their society and their country. Social media playing a huge role, with pleas for fellow citizens to obey government safety guidelines. People have crossed partisan borders to build bridges within their neighborhoods and communities and united against an invisible force.
With social distancing which is making people stay at home, we’re also witnessing major bandwidth shifts in behavioral trends. Clients have returned to broadcast and cable television and other premium media sources for credible information i.e, in terms of branding and enhancing their business. They are also wanting maximum in the way of distraction and entertainment — downloading various gaming apps, spending maximum time on social media, and watching more movies and scripted programming. And between remote working cultures and live-streamed workout and cooking classes, college lectures, and social engagements, we are self-testing the bandwidth of our homes in a largely pre-5G world
Today the world is battling coronavirus — a severe and untreatable viral infection, spreading at a pace and covering the entire world no medical system in the world is ready and is prepared for. As a result, the population is staying in their homes, the countries locked down states and closed country borders. The year 2020 is like noting the world has been ready for and the results measured in human lives and economic recession are really going to matter a lot in the later state. The industries where companies are on the edge of bankruptcy include tourism, hospitality, real estate, hotel business, culture, entertainment with some exceptions, manufacturing and retailing companies, and others. The SME business is endangered especially in developing countries. Companies struggling to maintain their pace, settle their monthly expenditure, payments and bank loans have been dealing with a great number of problems to solve and digital marketing( email marketing ) is not one of them.
Crisis is not necessarily a time when companies should cut short their marketing strategies, but there is no one-size-fits-all solution as industries are affected differently by one crisis or another.
You can’t just ignore an health emergency when it’s affecting your business. With the outbreak of the 2020 Novel Coronavirus, when employees are engaged in operations from home to ensure smooth functioning of the system.
During this Corona Crisis And Email Marketing communication can make or break your business. Even more importantly, it can help, escalate your business and also can be a reason for a downfall.
With so much changing so fast during this difficult time, what actions can emails take to serve and grow their customer base, mitigate risk, and take care of their business?
1. Present with empathy and transparency
People feel vulnerable right now. Empathy is the need of the hour now. Such instances show humility in the face of a force larger than all of us.
The nuances of brand voice are more delicate than ever. business that use this time to be commercially exploitative will not farewell. Better to do as Guinness did in the period surrounding St. Patrick’s Day, when the company shifted its focus away from celebrations and pub gatherings and instead leaned into a message of longevity and wellbeing through email marketing. In these moments, we don’t have all the answers, and we need to acknowledge that. If you make pledges, even during uncertain times, you have to be able to deliver on what you say.
2. Use email marketing in more agile ways
To quickly pivot creative emails as circumstances change, marketers will want to build more rapid-response operating models internally and with agencies. Access to remote production and creative capacity will become particularly important as the crisis evolves. Nike, for example, immediately moved to adopt a new message: “Play inside, play for the world.” And in order to promote social distancing and show a commitment to public safety.
While consumers are struggling to stay informed, business should not be scared of that block, given the level of engagement and relevance.
3. Associate your business with good
People will remember business for their acts of good message in a time of crisis, particularly if done with true heart and generosity. This could take the form of donating to food banks, providing free products for medical personnel, or continuing to pay employees while the company’s doors are closed or just providing information through mails regarding the business generosity. Adobe, for example, immediately made Creative Cloud available to K-12 institutions, knowing this was a moment to give rather than be purely commercial. “It’s in your business hands to make a huge difference” message.
True and feel-good content that alleviates anxiety and promotes positive messaging as well as your business will go a long way to enhancing your brand. However, companies need to show that their contributions are material and not solely for commercial benefit in their mail trails. Consumers recognize genuine and true purpose.
4. Track trends and build scenarios
Frequent tracking of human behavioral trends will help marketers gain better insights in real-time. Marketers will want to measure sentiment and consumption trends on a regular basis to better adapt messaging, closely observing the conversation across social media platforms, community sites, and e-commerce product pages to look for opportunities and identify looming crises more quickly. Companies should consider quickly building dashboards with this kind of data to fuel the right decisions.
Marketers will also want to consider building deeper connections with their C-suite colleagues to provide insights to executives who, increasingly, will be involved with marketing choices. The marketing team should work closely with finance and operations to forecast different scenarios and potential outcomes, depending on how long the crisis lasts.
5. Adapt to new ways of working to keep delivering
It’s encouraging how quickly many companies were able to transition to remote working arrangements. Deploying collaboration technologies can seamlessly provide chat, file sharing, meeting and call capabilities, enabling teams to stay connected and remain productive. Already, virtual happy hours are emerging as the new normal to build team morale. Partners are “pitching” remotely, recognizing that an in-face sales call is unlikely to transpire for weeks to come. Leaders have to do their best to transition each element of the operating model—from marketing, to sales, to service—to this new normal. New sources of innovation and even margin improvement will emerge out of our current discomfort.
How we can plan for the next and the beyond
We are in the accept-and-adapt phase of the COVID-19 pandemic. But we also have to plan for life beyond the crisis. As we navigate what we know, marketing leaders must work externally to keep their business and customer journeys as whole as possible, while working internally to do three things:
- Get the knowledge of how the impact of business interruption and continue to emphasize the unexpected.
- Lean into digital( email marketing) ways of dealing, executing and connecting with customers, knowing that this will likely have infinite effects.
- Mitigate risks to the clients’ experience by thinking rustically from the outside-in.
Undoubtedly, there is a forced speed of the digital transformation agenda as we analyze how quickly customers and employees have embraced digitally-enabled journeys and experiences.
businesses are all having to think, operate, and lead in new ways during these uncertain and unprecedented circumstances, and we will all have to learn together with both confidence and humility.