In EmailContent

Email marketing is one of the best resources to reach your audience directly, and during a crisis situation it can make or break your brand.

We’ve all experienced at this point the onslaught of emails coming from nearly every brand we’ve interacted with, from that restaurant we dined at once, to more essential operations such as pharmacies and doctors’ surgeries.

While you absolutely should use email marketing during this crisis, it’s a delicate balance to strike. With a smart strategy and care, you’ll be able to support your members while building toward a strong marketing strategy for the recovery.

Here are the steps we recommend:

  1. Pause and refine messaging. If you haven’t already, be sure you’ve paused all outdated automated emails. If you wish to keep your welcome series in effect, update the copy to reflect any resources regarding coronavirus in your destination. Tailor language and tone to the situation and do so with care - having several others proofread before sending anything out is a good idea.
  2. Email your list sparingly. Send emails to your list when (and only when) you have a concrete update or valuable piece of information to share. There is no need to send an email to simply acknowledge the crisis. If there is no update or useful information, staying out of their inbox is a good idea.
  3. Develop valuable resources. When it comes to specific updates on how your destination has been impacted, be sure to drive members to your website for information. Also, look to create resources that will collectively support your members. For example, collate a list of businesses which are helping the community or restaurants which are offering takeaways like this great resource developed by one of our clients, Visit Exeter or this one from one of our clients in the US, Experience Grand Rapids.
  4. Cleanse your list before hitting send. Not all contacts will not be prime for re-engagement so campaigns should be targeted at your more engaged audience. Take this opportunity to remove unengaged users from your list, which could even help improve your open rates and overall health of your list.
  5. Plan for the future. Use the time in the coming weeks to divert your focus from immediate events and instead engineer and test for future automated programs that will support your upcoming initiatives.

Developing a forward thinking email strategy and content marketing plan now will set your DMO up for greater success in the future. If you need any help on adjusting your email marketing strategy, contact your Account Manager.  

Author: Jason Swick, VP of Digital Marketing, Simpleview Inc.

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