How Do You Keep Email Campaigns Positive in a Difficult Economy?
As marketers, we all know that keeping the message positive and upbeat is crucial to the success of our email campaigns. But as the economy continues to cause stress and distress,
it's challenging to keep customers engaged and campaigns positive.
Here are some ideas that may help:
Look at the long term. This isn't the time for immediate gratification or short-term ROI expectations. This is the time to build your branding for the future.
Keep telling your customers about what they can look forward to as the weeks and months unwind. If you keep looking forward, they'll look forward with you, too. Nurture your best customers. Make sure that they know that you appreciate their continued business. Send out an exclusive mailing that offers
them something special, perhaps even free, as a reward for their loyalty. Tell them how much you appreciate them in a concrete way. Encourage newcomers. We all know about welcome messages and marketing to our newest customers; but this is a good time to go above and beyond for
these folks. Some people subscribe out of curiosity; pique that curiosity some more. Offer as many opportunities for positive interaction with your brand as possible, and be creative about
how to do it. A trivia quiz, a contest giveaway, anything that promises to give new customers something merely for their time and attention will help boost their familiarity with you and create
future opportunities for revenue. Be creative in your creative. It's time for a new angle on advertising your products and services. How can they be pitched to the changing needs of consumers?
Advertising and email copy cannot stay static: you need to show your customers that you are there for them in different and special ways this year. Consider doing more specialized, targeted mailings. Take a look at the analytics you have to hand and see which segment of your list you can
focus on for a few mailings. Craft creative and copy to show that segment that you understand their problems and how your product or service can provide a solution. Add a customer-centric community! Here's where you can involve customers in a branded social network that enhances their experience with your company
and offers the opportunity for them to bring prospects in virally. And if you do it as part of the eWayDirect platform, it won't cost you anything extra!
In all of this, keeping a positive tone is essential. It's important to acknowledge customers' difficulties—the world of advertising was founded on locating a problem and offering a
solution to it—but you must do so while indicating that your product or service can in fact help them through those difficulties.
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