Every online retailer, no matter their size, is experiencing an unprecedented change in how they operate, with no clear picture on how or when it will end.
In the wake of the pandemic, customer behaviour has changed significantly. We have discussed over the past few weeks how searches for online products have shifted from price to delivery timescales, and how important brand messaging and trust is in your marketing strategy. This isn’t a theme that ends when lockdown measures ease; this is something that should be top of the agenda for retailers and service providers for many, many months to come.
A Coresight Research survey1 suggests that three quarters of consumers plan to avoid public places and transport even after restrictions are lifted. With a shift towards e-commerce and online sales, digital channels such as email marketing is more important than ever. But as with the other marketing advice we’ve shared recently, blindly sending out more emails with the same pre-COVID tone won’t hit the spot with your audience.
Instead, follow OWB’s tips for email marketing tactics you should be adopting right now:
- Post-purchase updates are more important than ever
With unprecedented demand causing delays with couriers and skeleton warehouse staff meaning longer dispatch times, communication really is key. Consumers are often understanding and empathetic towards companies if they are made aware of any delays; however, if you fail to communicate timescales and keep in touch with customers post-order, they may take to social media to comment negatively. - Reward your customers
Your best customers will generate the bulk of your business, so now is a good time to reward them. This doesn’t necessarily need to be with freebies or discount codes if your margins are tight, but any added value tactics will go a long way – early access to sales, or free consultations work well. - Use email automation
Cart abandonment levels are high right now. Use automated tools available within email sending platforms, such as welcome emails when people subscribe to your list, or ‘forgot something?’ emails to encourage people to complete that purchase. Facilitating a seamless shopping experience for consumers will improve their journey and increase your sales. - Don’t just focus on the hard sell
Mix up your content with a mixture of product information, but also add in some ‘feel good’ content and softer messaging. Consumers want to hear from helpful brands at the moment, and this isn’t always what you can sell them. It may be that you send separate emails out containing this type of content; for example, clothing company Joules sends out product-led emails, and also ‘Joules Journal’, a separately named and branded communication that has a different message and tone, as an added-value piece to aid engagement. - Use digital channels to maximise customer service
We’ve seen an increasing number of consumers take to social media channels to voice their opinions (and often complaints!) about customer services. Gone are the days of having a single point of contact for enquiries. Instead, use your email campaigns to point people to alternative communication tools to maximise your customer service. As well as the usual messenger chat boxes, could you offer things like pre-booked Zoom chats with experts to discuss your products? Advertising multiple ways to connect with you can only be a good thing.
Contact OWB today to discuss your email marketing and how we can adapt your strategy.
1. https://coresight.com/wp-content/uploads/2020/05/Coronavirus-Insights-US-Survey-Update—Consumers-Remain-Cautious-and-Selective-Toward-Post-Lockdown-Activities-Select-Findings-May-25-2020.pdf
