If you stop marketing, your contacts will assume that you aren’t trading. We all need to keep an eye on costs, but right now, a marketing blackout is the worst thing to do.
If you are lucky enough to operate in an industry that lockdown has created more requirement for your products, then don’t see it as an opportunity to load your prices. People remember that and it appears mercenary and exploiting the current situation
If you are a recruitment company for example, don’t start offering face masks and hand sanitiser because it looks like an easy profit. It will just confuse your target audience and will appear as exploiting the current situation.
Whilst your staff may need lengthy explanations of how you are adapting to trading through COVD, your customers and contacts don’t need this.
By all means let them know that you are still trading, but don’t bore them with overly long operational statements.
Make sure that you are only offering products that you can supply within your usual timeframe, whilst we all need regular orders coming in. If COVID has effected your supply and delivery network, then don’t over-promise.
Lots of us are still working from home, whilst this in itself is a real challenge, don’t stop interacting with your customers. You still need to offer a point of contact, even if it is from your back garden or spare bedroom.
It’s good to offer a discount - but don’t slash prices on everything, it looks desperate. Your customers may think that you are going out of business. Keep calm, don’t panic.
Email traffic is through the roof right now. Never be tempted to capitalise on this by purchasing lists of people’s email address, they are typically garbage and reputable email software companies won’t let you use them
Whilst it’s great to keep sending regular marketing, don’t forget that you still need to be sending content that people want to receive. If you just keep sending the same mailer, people will quickly get bored and unsubscribe
COVID has really changed everything, lots of things may be permanent or at the least very long-standing. Look for new trends in your stats and develop these.
Don’t assume that just because you always got great email open rates by sending after lunch on Tuesday that you still will.
We are all having to re-learn and adapt right now. Here at email blaster we are always on hand if we can help in any way.