We’ll officially be on level 3 lockdown alert as of the 1st of June, and although regulations are loosening up a bit, everyone will still be practising social distancing. With everyone staying home, online activity is not slowing down anytime soon. The spike in internet usage and online shopping surge should stay consistently high for the duration of the pandemic.
The pandemic is the most convenient time to connect with your customers and get your online marketing strategy right. Email marketing is one the most prominent marketing channels for most businesses, and we’ve compiled a list of 5 things to factor into your email marketing strategy to get as many sales and engagement as you can from the channel.
Don’t spam customers.
We advise you to ramp up your sending schedule but make sure you don’t send too many emails. Receiving too much correspondence from a brand feels spammy and could increase the number of people who unsubscribe to your emails.
Find the right balance of sending emails frequently enough to stay on the mind of your customers but not be an annoyance. Another important tip is to segment your mailing lists. Break them up into groups; for instance, you’ll have to nurture and build a relationship with a new subscriber and slowly get them acquainted with your brand. Tailor your content to suit the types of customers. Also, look into having a first-time buyer promotion to help convert new customers.
Write compelling subject lines.
Subject lines are critical in email marketing. Customers decide in a matter of seconds upon reading a subject line whether they open an email or ignore. Getting the art of the perfect subject line right can make a huge difference in your open rate.
A good subject line should be:
- Short and to the point
- Evoke curiosity
- Trigger urgency
Striking the right balance for your email marketing subject lines could take some time and testing. It’s essential to know your customer, your brand voice, as well as being witty and on-trend to get the subject lines right. It may take a lot of trial and error, but be experimental and conduct testing to understand your unique formula.
Have a strong call to action
Ultimately, you’re sending people emails to evoke an action from them; to buy your product or service and buy into your brand. All good email marketing campaigns have a strong call to action. Inspire your audience to click by getting the following right:
- Your email must contain a call-to-action button
- Make it animated, exciting and attention-grabbing
- Use time-sensitive elements; like a countdown clock for a promo that has an expiration date
- Request and welcome feedback and reviews
Instilling a sense of urgency in the call-to-action without seeming pushy will propel your email campaign to new heights. You can also conduct testing to figure out what approach works best for your audience.
Send at the most convenient times.
In the past, best practice was to send out emails first thing in the morning or during lunchtime. It made perfect sense because people were taking a break from work and casually browsing, and they had a bit of time. In the wake of the COVID-19 pandemic, things could be a bit different.
Testing is necessary to determine the optimum time your audience interact with your email campaigns.
Read a more in-depth blog on The Best Time To Send Emails During The 2020 Pandemic.
Focus on your landing pages
Imagine making all the effort to have immaculate email campaign only to lose your audience as soon as they get to the landing page. Your landing page is the home that you’re inviting your customer to visit when you send an email, make sure its homey, comfortable and everything you promise it would be.
- Be creative with your landing page
- Focus on the look and feel
- Make the transition from email to landing page seamless
Emails are also an essential part of communicating within your team and business. Consider getting our Pro Email solution for business for scalable professional email packages.
It’s also important to subscribe to other business mailing lists so you can see how they do theirs. Always conduct research and compile your own best practice using other businesses as an example as well as your testing and experience.