How to use email marketing in times of crisis
Posted: Tue Dec 03, 2024 10:07 am
Today, we are all more than aware of how the health crisis caused by Covid-19 is affecting the Spanish economy. And, of course, also the businesses of brands that, after much effort, are now struggling to get ahead and not paralyze their businesses completely.
In this way, staying in touch with their communities of followers through email, SMS, newsletter, display advertising, etc., has become necessary for them.
But, in addition to that, they have already learned that - at this time - they cannot continue with their strategic communication from a couple of months ago, but rather they have had to fully adapt to the situation we are experiencing today, communicating in a much closer way and without any kind of desire for a brand or product , but with a feeling of empathy, without profit motive.
What are brands doing right now?
To give an example, we have seen in recent weeks how brands such as Adidas and Nike are coming together to hold virtual sports sessions led by sports experts, or how Amstel created its own Spotify playlist full of songs that we usually listen to in “ those moments when we are at the bar ”. Audi separated the letters from its logo. And TimeOut magazine temporarily changed it to TimeIn, as a reinforcement and support to raise awareness.
All of them, as we can see, are actions bosnia and herzegovina business email list without a promotional purpose that try to help society as much as possible, either by raising awareness of the importance of staying at home, or by helping to make these moments more bearable for everyone. Because, as we know, this crisis has come without warning, and, as happens on such occasions, its management and action protocol is extremely difficult, so each brand is wanting to help and contribute its small grain of sand, because
2 ways email marketing can improve your website's SEO
What are you doing regarding Email Marketing?
As we always say in the lines of this blog, using Email Marketing involves carrying out actions that aim to reach our community of users to share with them a series of relevant and coherent messages . And, to be coherent - today - it is necessary that we adapt our strategy to the pandemic situation that we are currently experiencing.
So, if you had an email marketing campaign planned for this date, you will most likely have to change it, or at least modify some aspect. For example, let's imagine that we have a campaign planned for Mother's Day that promotes a family weekend in the mountains. Don't you think that we should change it up? Definitely! Whether it's the sale of the weekend voucher with no expiration date, or any other alternative, but certainly not how you had planned it.
But, despite all this, what is certain is that there is no sufficient or compelling reason for you to stop sending communications to your community. In fact, in difficult times like these, your user is waiting to hear from you! (Or, at least, to read you), if you have something useful and relevant for them; that they can benefit from.
Therefore, from Mittum ( as an expert tool in Email Marketing ) we recommend the following:
Design and write emails with advice or tips that help your audience better cope with these moments of confinement. And, here, obviously, you can relate these tips to your business. For example, as Adidas or Nike have done in the example we mentioned above: with virtual classes, in which, obviously, they display their sports brand products.
Always try to ensure that, even if we see and are experiencing a huge wave of emails focused on the coronavirus, your message must - at all times - continue to convey your brand values, your tone and your established way of communicating with them . That is, they should be able to easily identify you even if your strategy has changed temporarily due to the situation we are experiencing.
If you have the option, place a button to action or call to action in all your Email Marketing pieces that directs your community to your blog , as this will increase your SEO positioning as well as getting the user to know more about your brand (through your advice, tips and quality content).
In this way, staying in touch with their communities of followers through email, SMS, newsletter, display advertising, etc., has become necessary for them.
But, in addition to that, they have already learned that - at this time - they cannot continue with their strategic communication from a couple of months ago, but rather they have had to fully adapt to the situation we are experiencing today, communicating in a much closer way and without any kind of desire for a brand or product , but with a feeling of empathy, without profit motive.
What are brands doing right now?
To give an example, we have seen in recent weeks how brands such as Adidas and Nike are coming together to hold virtual sports sessions led by sports experts, or how Amstel created its own Spotify playlist full of songs that we usually listen to in “ those moments when we are at the bar ”. Audi separated the letters from its logo. And TimeOut magazine temporarily changed it to TimeIn, as a reinforcement and support to raise awareness.
All of them, as we can see, are actions bosnia and herzegovina business email list without a promotional purpose that try to help society as much as possible, either by raising awareness of the importance of staying at home, or by helping to make these moments more bearable for everyone. Because, as we know, this crisis has come without warning, and, as happens on such occasions, its management and action protocol is extremely difficult, so each brand is wanting to help and contribute its small grain of sand, because
2 ways email marketing can improve your website's SEO
What are you doing regarding Email Marketing?
As we always say in the lines of this blog, using Email Marketing involves carrying out actions that aim to reach our community of users to share with them a series of relevant and coherent messages . And, to be coherent - today - it is necessary that we adapt our strategy to the pandemic situation that we are currently experiencing.
So, if you had an email marketing campaign planned for this date, you will most likely have to change it, or at least modify some aspect. For example, let's imagine that we have a campaign planned for Mother's Day that promotes a family weekend in the mountains. Don't you think that we should change it up? Definitely! Whether it's the sale of the weekend voucher with no expiration date, or any other alternative, but certainly not how you had planned it.
But, despite all this, what is certain is that there is no sufficient or compelling reason for you to stop sending communications to your community. In fact, in difficult times like these, your user is waiting to hear from you! (Or, at least, to read you), if you have something useful and relevant for them; that they can benefit from.
Therefore, from Mittum ( as an expert tool in Email Marketing ) we recommend the following:
Design and write emails with advice or tips that help your audience better cope with these moments of confinement. And, here, obviously, you can relate these tips to your business. For example, as Adidas or Nike have done in the example we mentioned above: with virtual classes, in which, obviously, they display their sports brand products.
Always try to ensure that, even if we see and are experiencing a huge wave of emails focused on the coronavirus, your message must - at all times - continue to convey your brand values, your tone and your established way of communicating with them . That is, they should be able to easily identify you even if your strategy has changed temporarily due to the situation we are experiencing.
If you have the option, place a button to action or call to action in all your Email Marketing pieces that directs your community to your blog , as this will increase your SEO positioning as well as getting the user to know more about your brand (through your advice, tips and quality content).