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Email Marketing COVID-19 Edition: 4 Things You Need To Change in 2020

According to Statista, more than 306 billion emails were expected to be sent and received every day in 2020. Woah. 


With the sheer number of companies making the change over to remote work, and many brands sending more and more emails — the number may well exceed Statista’s prediction this year thanks to COVID-19.


Before 2020, people were dubbing email marketing as a thing of the past. An outdated method. But in an unexpected twist of fate, we see that email marketing is performing a lot better than it has in a very long time! In fact, it’s said that there has been a spike in engagement by 200% since March! If this isn’t a clear sign that people are spending a lot more time in their inboxes, then I don’t know what is.


This begs the question: what are people looking for, and how can your business respond? Furthermore, how can you anticipate the needs and expectations of your customers? Word of insight: how quickly you adapt will be “make or break” for you. 


So, let’s jump in and take a look at 4 Things You Need To Change About Your Email Marketing in 2020:


  1. Show Empathy and Offer Practical Solutions


The way you convey your message can be the determining factor between someone choosing your business, or completely cutting your brand out of their lives forever. In the midst of a crisis, people tend to be especially sensitive. Many of your followers or customers might be facing insurmountable challenges at the moment. So, you need to ask yourself: “How is my business there for them?”


It’s not necessary to mention the COVID-19 pandemic in every single email you send out; but rather consider whether or not it’ll be truly helpful to your audience. How can you more clearly show that you genuinely care?


It might seem like common knowledge to exhibit empathy during tough times, but words do not always cut it. Support your words with practical and immediate assistance. Find ways to make the crisis more bearable, and think about the offers that can help your customers the most. 


  1. Clean Your Lists Even More Frequently


If you generally prune your email lists of any bad contacts once every quarter, you need to up your game right now. Just consider the huge amount of job losses over so many different continents and industries. This also means that millions of B2B email addresses are now invalid! Crazy, huh?


Since many businesses have had to reduce their employee numbers or permanently shut down, a serious threat is posed to email marketers. In an attempt to avoid deliverability issues, you need to be keeping a close eye on your bounce rate. If it’s above the industry standard of around 2%, then it’s a telltale sign that you need to validate your contacts again.


  1. Set A Consistent Sending Schedule and Stick To It


Much the same as when posting on social, when you stay consistent, your followers and readers are sure to stay engaged. So, if you send one email and then completely forget about your readers for 2 or 3 months, you run the risk of having more people opt to unsubscribe the next time you email them.


If you’re nervous about emailing people too frequently, try to keep in mind what it is they want and are expecting to hear from you. So show up for them.


Once you determine a frequency that is in line with your specific marketing goals, you then need to ensure you stick to an email campaign calendar. Don’t forget to also be constantly monitoring the need to increase or decrease the consistency if you are experiencing too many unsubscribes.


  1. Be More Wary of Complaints About Spam


You’ve heard it before and I’ll say it again: no matter how good your intentions are, there will always be someone who is unhappy. This logic applies to emails, too.


It’s possible that maybe your newsletter or marketing offer came at the “wrong” time; or maybe the individual doesn’t feel like you should be running any promos during the pandemic. The point is, though, that by marking you as “spam”, these subscribers are telling inbox providers that your content is annoying them.


In light of point number 3, a simple way to keep spam complaints under control is by following a consistent sending schedule. Being timely breeds familiarity; so your subscribers will be less likely to feel your messages are spammy.


If you’re getting more than one spam complaint for every 1000 emails you send out, then you need to worry. Emails accounts that belong to frequent complainers will taint your sender reputation, and render many of your future marketing campaigns to end up in spam or be blocked altogether. Yikes! I’m sure you cannot afford that — especially if you’re trying hard to keep your business afloat. So, in order to secure your spot in people’s inboxes, be more diligent with removing these complainers from your list.

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