COVID-19 and Email Marketing: What to Do When Reopening Is on the Horizon

June 2, 2020

B2B CUSTOMERS SPENT AN AVERAGE OF 118 MINUTES READING EMAILS IN FEBRUARY. IN APRIL, THAT NUMBER ROSE TO 241 MINUTES.

It remains critical to convey empathy through your emails as we enter the next stages of reopening, but it is also vital to not overdo it. A positive tone that also exudes strength and perseverance is what we all need.

QUESTIONS YOU SHOULD CONSIDER BEFORE SENDING YOUR NEXT EMAIL CAMPAIGN:

Is your subject line carefully worded with a determined and empathetic tone?
Does your message differ from those that your competitors are sending?
Does it clearly define the actions your company is taking?
Are you either underestimating the present situation or jumping too quickly back to the “old” normal?

The subject line may be the most important part of your email campaign. If it doesn’t catch the attention of your audience, very few of them will open it.

TIPS FOR WRITING AN EFFECTIVE SUBJECT LINE:

Semi-urgent phrases like “Don’t miss out,” “Time’s running out,” and “Limited supply” results in increased B2B email open rates 28%, on average.

Words like “Free,” “WFH,” and “Jobs/Careers,” are resulting in increases of 22-37% in open rates.
Avoid using vague language address the situation up front, remain positive

Once you’ve captured your audience’s attention and they’ve opened your email, there are some things to consider when writing the body message of your email.

TIPS FOR WRITING THE BODY:

Updates on your services and product – If you have updated, or created a new service because of the COVID-19, let your clients know.
Causes you’re supporting – Many of us are doing all we can to help support our communities and people on the frontlines. Communicate this to your customers and potential clients.
Personalization – Sending mass, generic emails won’t drive conversions. Your audience wants to know how your service is going to affect their lives in the midst of changing conditions.
Direct intent – As businesses reopen, measures loosen, and things start getting back to normal, you do not need to be shy about selling your services. Keep in mind that your sales message must be adjusted for the situation at hand.