How email marketers can remain at the center even during the pandemic

“The COVID-19 crisis has changed everything about everything – including marketing.”  Obviously in the midst of the pandemic, companies and brands have had to learn how to reach out to their followers in new and “COVID appropriate” ways to ensure they remain top of mind.  “Many brands are using email as a nimble, personal tool to reach out to, reassure and remind audiences they are here for them.”  Throughout the past few months, research has shown that while open rates, or the percent of people who open the email, are up, click-to-open rates, which combines both opens and clicks to allow for an understanding of how effective the message is, are down.  Therefore, marketers need to evolve their tactics in order to continue to be on the forefront of mind for their consumers.  

That said, research has provided 3 ways to connect with consumer and ensure success during the crisis: 

1. Acknowledge the pandemic and try and offer a form of “practical help or stress reduction” when reaching out.  Research has shown that this tactic has increased open rates in B2B companies by 41% and B2C companies by 34%.

2. When subject lines include message connotating free merchandise, open rates increased by 31% in B2B and 39% in B2C as the offer of something free provides added glorification given the current environment.  

3. The importance of prize and sweepstakes as a greater portion of recipients may be out of work and the potential of winning something may add for greater marketing success. 

Overall, the main all-encompassing message that while the pandemic is as fluid as ever, markers must update their daily tactics in order to remain top of mind for recipients. 

https://www.aem.org/news/how-to-connect-during-crisis-email-marketing-and-covid19/