Businesses in 2020 have been hit with three major disruptions that are currently working in tandem wreak havoc. These disruptions include:
- An economic downturn
- Work from home
By now, you’ve certainly noticed a drop in incoming leads and your team is probably scrambling to keep your existing leads engaged and maintain relevance. This brings the conversation to email marketing and begs the question: “what kinds of emails should I be sending right now?”
Of course, the last thing you want is to overdo it and watch those unsubscribe numbers increase. So providing a better user experience through email marketing campaigns is going to be more important than ever in 2020.
Let’s take a look at the types of emails you should be sending right now.
It’s never a good idea to send an email just for the sake of it. This is especially true when people’s attention is divided and self-serving marketing emails are the last thing John Doe wants to see in his inbox.
If you are going to send an email, make sure it has something to offer the recipient. Consider including the following incentives in your next email:
- A free content offer
- A discount code
- Announce an upcoming sale
- Something else your audience will love
You have to provide value and provoke excitement or your email will go straight to the trash. Sure, this is email marketing 101 for most of us. But when times get tough, we sometimes need to be reminded of our manners.
If you aren’t closing many deals right now or if people just aren’t moving through the funnel as quickly as you’d like, the best thing you can do is focus on the top funnel.
Keeping your subscribers engaged through regular newsletters and blog updates is a great way to keep your brand top-of-mind when many people are stuck at home, bored. Plus, you can even repurpose old content that is still relevant if you aren’t investing in new content right now. Just make sure to find a cadence that works for both you and your audience and don’t overdo it.
Hyper-Segmented Drip Campaigns
Segmentation and personalization are the hallmarks of a great email. This is especially true for email marketing campaigns in 2020.
Take this opportunity to revisit your contact segments and look for ways to improve those segments and get even more personalized. Identify which segments are the most engaged and think about setting up an email drip campaign to keep them interested.
If you are an ecommerce brand, this could be a great opportunity for upselling/cross-selling new products or best sellers.
Ask For Feedback
People love having their opinions heard. Any chance you get to ask for customer feedback is going to satisfy your audience and also give your email metrics a boost.
Consider asking for feedback in the following scenarios:
- A purchase was made – how is it working out?
- They contacted customer service – how did it go?
- They stopped engaging with your emails – ask them why
Knowing how your customers feel after interacting with your brand is tantamount to building long-term, mutually beneficial relationships. Plus, as an added bonus, you can ask them to leave a review if their feedback was positive.
Sending GOOD Emails in 2020
If your email metrics have been taking a dive over the past few months, you are not alone. Marketing and sales is harder than ever in the year 2020.
But by keeping your lists clean, your emails targeted, and messaging timely, there is still plenty of hope! Use the tips outlined above as a starting point to see what works best. You just might get a pleasant shock and see your numbers improving!
Download our FREE Growth Stack Guide to learn more about improving your digital marketing efforts in 2020!