Our lives have changed vastly in a very short period of time, in ways we did not anticipate when we first heard the news about a Novel Coronavirus causing serious illness. Since the CDC declared that we were in a Pandemic, our very interconnected economy began to feel the ripple effects. Nonessential businesses began to close their doors and despite the reminder that we’re safer at home, we may not feel safe if we do not know what will happen to our “nonessential” business. 

Panic mode can make it very difficult to objectively plan for next steps. Our email marketing insights – like the items listed below – are one of the ways we can help you navigate through this uncertainty and create an email marketing strategy. 

Koppla Marketing’s mission is to not only help your business stay afloat, but to also evolve. Right now, email marketing is essential for all businesses. It’s a smart way for you to keep the customer communication (engagement/interaction) flowing and business running. We recognize that it is not easy to take the right actions and find the right messaging, especially in a fast-changing situation. 

At Koppla Marketing, we have our game faces on and are ready to meet this moment with you.

With any crisis that is subject to rapid change, businesses need a proactive plan to adjust and adapt how they proceed with their marketing, engage with customers, and manage their brands. Below are Koppla Marketing’s insights for how businesses should use email marketing during a crisis:

Don’t go dark! – This is a time of uncertainty and with uncertainty comes anxiety and panic. Before you proceed with sending out emails, pause, take a step back and think like your audience, because your email marketing approach is monumental right now. Rethink your strategy, your segments and be flexible. It is important for your business to be active and stay top-of-mind, so keep sending out emails, but make sure they have a purpose. 

Show empathy – During any kind of crisis, it is important to think about your customer and their current situation; try to put yourself in their shoes. It is best practice to ask a few questions before writing or sending an email. Ask yourself, how would you receive this email if you were in their position? Does your message convey real emotions? Does the tone of the email sound appropriate? These practices are very important because empathy builds relationships, loyalty and ultimately impacts performance.

Stay on brand – This is another important weapon in your arsenal. This time in our lives marks a pivotal moment for how we market business to customers. It is essential that you always set the tone for how your customers identify with your brand, especially during this time. Your brand acts as the backbone of your company and this may be what attracted your loyal customers in the first place.  

Use your database – Your database is the most important asset, so be sure to continue building your list. Consider adding an easy subscriber sign-up process and multiple sign up options on your website so that you can turn visitors into subscribers.

Mindful and strategic messaging – Be concise and make sure to adjust your language to the situation. Now is not the time to make light of our current reality, but instead use a serious, but positive tone that resonates with your customers. A way for you to be mindful and strategic is to make your message unique, not the same as everyone else. Be extra creative in your communication to make sure your email captures the reader’s attention and gives them a reason to engage.

Sound human Avoid generic and impersonal emails that do not provide a purpose. Your audience is looking for a connection that they may be lacking while we are all social distancing.

Subject lineAt this point, people are getting blasted with emails. A great way to stand out from the crowd and get your readers attention is by letting them know What’s In It For Them in the subject line. In order to not get lost in the sea of emails, use original subject lines that are thoughtful, helpful, and informed. Lastly, err on the side of caution and make sure the subject line is appropriate during a crisis. 

Panic mode can make it very difficult to objectively plan for next steps. Our email marketing insights – like the items listed below – are one of the ways we can help you navigate through this uncertainty and create an email marketing strategy. 

You’ll find these insights to be useful even when the economy is good, but these are especially poignant at this moment in time. Let us get to know you and your business so we can filter through the noise and identify a plan of action that works best for you. Contact us today for more helpful insights or feel free to book a consultation with us to discuss your email marketing plan of action. 

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