Focus On The Essentials, Now More Than Ever March 31, 2020, | Posted by Guest

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It can be difficult to try and figure out how to conduct your normal business affairs during an international crisis; Site Impact knows this for sure. The email marketing industry isn’t the only one watching the developments with concern, certainly--globally, there is nothing going on right now more important than trying to figure out to what degree the current situations are going to affect the economy and life as we know it. When it comes to times like these, it’s important to get back to the essentials, and we’re definitely on top of that here. Today we’re going to take a few moments to dig into core principles of email, and talk about how they’ll help your brand.

Segment Your Audience

Segmentation is a foundational technique in email marketing, and it’s more vital than ever. Apart from general messages--for example, notifications of free shipping offers, or sitewide sales--you need to be segmenting your audience aggressively, and tailoring your message to each group you’re targeting. Don’t just limit yourself to demographic segments, but delve a little deeper: behavioral segments like purchasing histories, hobbies and interests, and more can all give you a good starting point. Tailor your messages to the concerns and cares of your segments, and you’ll maintain a high level of engagement--complete with opens and clicks.

Get Back to Basics on Subject Lines

Right now is not the time to reinvent the wheel when it comes to subject lines. Instead, focus on the best practices: keep your subject lines short, clear, and to the point. Using keywords to highlight urgency is somewhat dicey right now, while everyone is on edge, but trigger words that play on people’s interest in finding a good deal, or otherwise indicate a good thing will come across very well indeed. By focusing on the essentials in your subject lines, you’ll create a much stronger campaign that gets attention when so many of your recipients’ inboxes are full of messages.

Provide Value to Maintain Engagement

At the end of the day, the number one founding principle to keeping your email marketing strong even in times of uncertainty is to make sure you’re continuing to provide value to your recipients. There are a lot of different ways you can provide value to your prospects: free shipping is an excellent option right now if that’s within your budget, but other value-adds also work well. Discounts, buy-one-get-one, the usual deals are wonderful--but you can also get creative and provide information and education, guides and other materials to brighten your recipients’ days or give them greater insight.

 

With global uncertainty the order of the day, and no obvious end in sight, right now is not the time to add a lot of bells and whistles into your email marketing strategy. Instead, focus on the fundamentals and make your email strong by segmenting your audience, providing added value to all of your campaigns in one way or another, and keeping your subject lines strong and based in fundamental best practices. Contact Site Impact to learn how we can help you keep your email game strong even when things are in the air.