Email marketing in lockdown: are you making the most of it?

How can your business make sure you’re making the most of your email marketing channel whilst we’re in lockdown limbo?

More people are opening emails that ever before

According to recent data from HubSpot, 44% more emails are being sent since we went into lockdown and research from Campaign Monitor suggests that more people are opening emails during the COVID-19 pandemic than ever before.

Hard sell tactics need to be tempered

It’s no secret that email marketing is one of the most powerful channels you have to market your services or products. However in the current situation, any hard sell tactics need to be tempered. There’s enough anxiety in the world without the added pressure of a ‘buy, buy, buy!’ or ‘sale ending now!’ email. Communicating during a crisis involves different tactics. Have a read of my previous post for some tips on messaging.

Striking the right balance

We’re now in a weird limbo time where it appears nothing much has changed. There is less of a need to directly reference Covid-19 or the pandemic in your email marketing now. (And if you can avoid the overused phrase ‘unprecedented times’ that would be great!) However, it doesn’t pay to ignore the situation completely and carry on as normal either. Striking the right balance is key.

Be in tune

Customers want messages of inspiration and strategies to stay safe, according to research by Twilo. By linking in content, recommendations and offers that are relevant to your business or service, it shows you are in tune with the world around you and your customer’s needs.

Brands getting it right

Here are some examples from my own inbox, where I believe brands are getting it right.

Space NK

This beauty brand is promoting a product which helps care for dry hands after persistent handwashing. Tied in with a special partnership whereby Space NK will match Nursem’s promise to give a month’s worth of free hand cream to nurses and midwives. There’s no mention of Covid/Coronavirus/pandemic but the promotion is completely relevant and in tune.

Space NK sales email

Bloom and Wild

Simple yet effective – tapping into the symbolism that has now been attributed to rainbows, Bloom & Wild are going down the feel good route and that feels authentic to me.

Bloom & Wild sales email

Bravissimo

Simple, reassuring messaging and details about their online fitting advice whilst staying at home is all relevant. Again, no mention of the pandemic but clearly showing how they are adding value at a time when their retail shops are closed.

Bravissimo sales email

Brands that have carried on as normal

A quick scan of my inbox shows me various retail clothing brands just carrying on with sale offers as normal. This is a possible missed opportunity to differentiate themselves or show that they are attuned to the current climate. To me it just says ‘we want your money’. Joy, ASOS, Debenhams, Office all have very similar sales messaging.

Are you adding value?

Your customers are now more online than ever, but they are also less likely to part with their money. If you’re not adding any kind of value to your customer’s lives with your sales emails, then it might be worth reworking your offer. Authenticity is key. Increased opens show that email is still the place to go to hear from brands. However, to cut through all the noise in a busy inbox, subject lines will also play a vital part in your email marketing strategy.

Remember, your subscribers will still want to hear from you, but only if it’s relevant. Don’t forget to review any automated emails for tone or actions that are no longer relevant (like meeting face to face).

Continue to evaluate

Above all, continue to evaluate and be reactive to the current situation. Things can change on a daily, weekly or monthly basis. Have a plan but don’t be afraid to revisit it and make sure it still works.

Need help?

If you need any help writing sales emails or would like some support with your email marketing strategy, do get in touch ellie@elliejanecomms.co.uk