Especially if your business was among those affected by the pandemic, the last thing you want is to waste precious resources. Validating your lists not only helps reduce email marketing costs but also, supports good deliverability.
Using accurate lists is crucial to your email performance — but so are other pieces of the puzzle. “In the time of COVID-19, where rules and procedures are changing, prepare yourself to adopt last-minute changes in your email strategy,” says Devaki.
The email expert advises: “Update your email content to provide safety guidelines, new policies, contactless payment options, any special shipping offers, curbside pickup options, shopping hours for senior citizens, and holiday hours.” In a nutshell: put yourself in your customers’ shoes and go out of your way to offer them a safe and enjoyable experience with your brand.
Finally, Devaki suggests to “try boosting your customer loyalty by providing more incentives, show your empathy, and don’t capitalize on the fear people feel in these testing times.”
Related: 6 Reasons Why Building an Email List is so Important
Focus on creating positive emotions Josh Brown, Digital Marketing Consultant at Helpjuice, reinforces this approach. “Creating feelings that we typically think of as “negative” — like fear, greed, guilt, need for approval — can be effective in getting people to take action. But holiday season campaigns should revolve around positive feelings and soothing experiences,” Brown told me.
This is even more true in 2020 when many people have been going through an especially hard time. The last thing you should do is add to the negative atmosphere.
Related: 4 Ideas for Your Holiday Marketing Campaign
“Instead,” Brown suggests, “find ways to surprise and delight subscribers and create feelings of hope, comfort, and joy. Perhaps you can share positive stories from within the company or your customer base, or rally your community around a positive cause.”