While it is often overlooked, email marketing plays a vital role in your marketing program. It allows you to build on your existing relationships by speaking directly to your current audience, in their inbox, when it is convenient for them. In a time of social distancing and self-quarantine, this is an easy and effective way to remain top-of-mind with your strongest supporters. Now more than ever, Americans are taking the time and paying attention. Reach out and use this tool to engage while open rates are higher than ever.
You’ll want to adjust your messaging – nobody is doing “business as usual” during today’s unprecedented business climate, so your content and tone shouldn’t give that appearance either. Change things up from the norm.
Topics can include branding stories and updates of course, but what about an easy DIY or a fun recipe? Or maybe share a joke (everybody loves (to hate) a good Dad joke!) or an inspirational quote. You could even provide a link to a 5-minute meditation video for relaxation or inspiration. Just because it is an email doesn’t mean the messaging has to be serious, emails can be just as engaging as your social platform. Be friendly and personable. Remember – they subscribe to your list, so they want to hear from you.
If you use the right software (such as MailChimp or Constant Contact), you can track things like open rates, which links were clicked, and how many people unsubscribed. You can monitor how your campaigns perform and then use that data to adjust and improve the effectiveness of future campaigns. And if your website is built correctly, you can even compare your email statistics with your Google Analytics. Compare your email marketing against other digital campaigns – the results may surprise you!