As marketers, we can all agree that the pandemic was a sharp left turn in our brand strategies for 2020. But if there’s one thing that this industry can teach you, it’s that if you can’t stand the heat, get out of the kitchen (and boy, did we stay in the kitchen!).
This “kitchen heat” known as COVID-19 brought a very unique opportunity for our brands to interact and engage consumers.
Here are the strategies that our team used to amplify email marketing campaigns:
1. Tweaking Database Lists
When was the last time that you refined your email marketing send list? If it’s more than 6 months - 1 year, you’re doing it wrong.
Not only should you be monitoring those contacts that have unsubscribed from your content, you should also be looking at the following items:
- Email Opens - if a contact hasn’t opened more than 11 emails, then this contact is classified as unengaged.
- Reported as Spam
- Bounced Email Addresses
The first step in ensuring a successful email campaign is that it has a send list to match. Which would you rather have: a bigger email database with lower engagements, or a smaller email database that’s highly engaged with your content?
2. Shifting the Content Focus
If you’re still sending out content that features parties, family get-togethers, or traveling, chances are that this content is not being engaged with nearly as much as it used to. Adapting your content is a must to resonate with the new consumer viewpoint.
To help our clients stand out from the current flood of COVID-19 based advertising that we see on television, we positioned our clients as the upbeat resource to make consumers' time at home more fun and tasty.
3. Concise Messaging
It’s always a best practice to keep emails brief, but for these campaigns we strategically kept the emails at no more than 5 sentences.
Each sentence contained actionable verbs (such as “Get Started”) to create a sense of urgency and excitement to interact with our content. Consumers already know what’s happening (or should we say not happening) outside, so we used language that acknowledged the situation yet remained upbeat about the possibilities at home.
By implementing these three tactics, our team increased our clients average email open rate by 6-8% and email clicks by 85%. Want to be a part of our next success story? Let's talk about how we can help!