4 Email Deliverables to Consider

Email lets you maintain consistent voice while reaching people instantly and with the number of people online, and how many messages are delivered daily, email deliverability is more important than ever.

Your email needs to make it to a consumer’s inbox, and when it gets there it has to deliver the right message. There’s a fine line between winning over consumers within a now-captive audience (COVID-19) and appearing opportunistic and tarnishing your businesses reputation.

Email deliverability mistakes happen. But you need to avoid them as much as you can during this time. Let’s look at four deliverables that can enhance your relationship with your existing client base.
1. Segment Your Database

Consumers who’ve interacted with you within the past few months — as opposed to years — would likely be more interested in reading your message, whether it’s how your brand is directly dealing with the pandemic, supporting employees, working in the community, etc. Be creative in how you segment and use data you’ve gathered about your audience to confirm your choices. Then tailor your email copy to each segment.

2. Focus on Your Loyal Customers

Again, spend your time and resources emailing the consumers who really need to hear from you right now. Focus on your most loyal consumers with the highest customer lifetime value. It’s more important now to hold onto your loyal customers than trying to win back inactive ones.

3. Maintain Consistency

That pertains to both the number of emails you’re sending and the tone of your emails. Keep your tone and brand voice in your emails while still being sensitive to the hardships people are experiencing. If you need to cut back on sending emails, do so but create a plan for ramping back up slowly but consistently once you’ve stabilized your position.

4. Thank You “Captian Obvious”

You should keep the crisis in mind as you craft your message. But show more creativity in your copywriting, while not tipping into vague euphemisms. Everyone is already thinking about it; there’s no need to restate it. Use your subject lines to present the positives of your message. You can acknowledge the crisis and show awareness of its impact while still writing content that resonates with your audience.

Utilize Other Relevant Channels to Supplement Email

Right now, concise messages rule the day. Businesses are using channels like social media to engage directly with consumers and to share company updates. However, it can be a double-edged sword. Some businesses find a lot of success in direct conversation with consumers. Others get called out for poor messaging and end up hurting their brands.

A channel you might not have considered before is SMS. Text messaging is standard fare for all mobile phones, which eliminates the need for consumers to have smartphones or download apps for push notifications. And SMS garners an average 98% deliverability rate and 90% open rate within three minutes.

As with email, really think about the message you’re sending and who will receive it. You can use these same tips to shape your SMS strategy. Don’t flood your consumers’ phone with texts about every company update. But pick the most important messages you want to share now and use this powerful communication channel to support your email messaging.

Above all, be consistent and thoughtful in your communications with consumers. They’re worried, just like you. Your loyal customers will remember how you communicated with them during this crisis. With care and attention toward email deliverability, you’ll share important messages that connect with them and keep your brand top of mind for the right reasons.

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