A few weeks ago, we published a quick guide to writing an effective coronavirus email. Unfortunately, it looks like we will be living with COVID-19 and its accompanying disruptions for a while longer. With that in mind, we wanted to understand how marketers are approaching email marketing in this new age of social distancing. We asked our audience of marketers, do you plan to spend more, less, or the same on digital lead generation in the next 3-6 months? The answer was clear, 50% of the respondents said that they plan to invest more. Email marketing / Covid 1 graphic “Many of our clients rely on in-person events or meetings,” says Kara Inglis of Nextiny Marketing. “Events that we normally help them promote in their database during this time have been cancelled.”
Many marketers on our panel faced similar challenges, canceled conferences, shuttered retail store fronts, and the list goes on. But generating new leads is expensive, and many companies are already under extreme financial strain. This makes email, one of the few channels you really have, increasingly attractive. When asked if they plan to send Benin B2B List emails in the coming months, nearly half of our sample said they plan to send more. Only 12.5% of marketers said they plan to send fewer emails in the near future. Email marketing / Covid 2 graphic For the 87.5% of marketers who plan to continue or increase email marketing efforts over the next 3-6 months, things are going to get more competitive.
Every Other Marketer
Thinks the same thing: “How can I get more leads with the physical world closed?” At the same time, the lives of your subscribers have probably changed dramatically in the last few weeks. Many are working from home, taking care of children who are out of school, some have lost their jobs, and some may even be sick or caring for someone who is sick. Balancing growth, or even just maintaining your business while being responsive to your subscribers, is a new challenge for all of us. To help you navigate this new challenge, we decided to draw on the collective wisdom of the crowd and collect insights from 32 marketers on how they’re approaching email marketing during coronavirus.
We’d love to hear your thoughts and feedback in the comments. Let us begin. Lead with empathy One of the most common themes we heard from marketers was focusing on empathy. “We lead with empathy and authenticity. This is not new, but it is more important given the severity of the crisis,” says Bill Peatman of Andela. “We only share messages that we believe will help our partners adapt to the pandemic and its business impacts.” WordStream’s Amanda Oles agrees: “We’re taking an active approach to changing our copy to be more empathetic and always acknowledging what’s going on in the world. Maintaining the status quo for white papers was not successful.”
Empathizing With Your Customers
Can also take a practical tone. The key is to think about how the situation of the clients has changed. “We’ve focused our email and SMS marketing on how the situation has changed communication with customers in general. What some companies are doing now to stabilize or grow,” says MobileMonkey’s Larry Kim. “Everything we’re doing right now is focused on growth strategies. Channels in the current situation, because that’s the most important thing. SeedX’s Jacqueline Basulto agrees: “Each company plays a different role in the lives of their customers. Our job has been to consider how they can help ease the pain people experience while recovering. As much income as possible as they grow.” The market takes a hit.” How are they doing it?