What to know about email marketing in a pandemic world

Data hygiene and personalization are necessary for successful campaigns.

The digital transformation accelerated by the proliferation of COVID is affecting all parts of the martech stack, from platforms to applications. While the number of email marketing campaigns has increased, little is known about how email marketing should change.

“In March, all our inboxes were filled with emails from CEOs speaking [with great empathy] about COVID,” said Erinne Mejia, product manager at Acoustic. “But over time, we get a little less scared every day. We get a little more patient and a lot smarter.”

The importance of data hygiene

While email rates have increased from February to April, one of the key lessons learned from the COVID outbreak is that the hygiene and maintenance of email marketing data should be continuous, not annual, quarterly, or even monthly. base.

“When it comes to data hygiene, this is the ultimate marketing tool,” said Mejia, “for keeping track of different rules and regulations. We’ve seen data hygiene and data silos at many companies. Still a very significant COVID epidemic].”

Strive for success

With the arrival of COVID, general e-mail is almost a thing of the past. Audience segmentation and hyper-personalization of messages are now considered a requirement.

The change in the purchasing model has created a greater need for email marketing campaigns to implement content personalization, a tactic that should have been developed at the beginning of an email marketing campaign, not while aligning with the content and general ideas.

“When you think of segmentation, it’s not just about database segments and a better understanding of who people are,” said Mejia. “Consider how important location data has become when applying for shelter … who is open, who is in prison and how can I participate?”

Currently creating content during COVID

The actual content behind email marketing campaigns can sometimes be overlooked as marketers focus on data hygiene and personalization strategies. To be successful, Acoustic advises all customers to keep messages short and simple with a direct call to action.

“Remember that your outbound messages are a conversion tool during COVID,” said Melissa Tatoris, Acoustic’s lead innovation catalyst. “Be simple and don’t forget to target your audience with every campaign.”

7 Emails Your Nonprofit Can Send During the COVID-19 Outbreak

1. Timely responses

When an unforeseen event or disaster occurs, people are expected to respond quickly to the initial situation. Learn about your problem if you’re part of email marketing during a pandemic.

If you don’t get text messages all the time, or if it takes a long time to send an email about a timely situation, it can shock your audience and give you the confidence that you’ve worked so hard to build. They are looking for answers from you. So be clear and considerate and set a deadline when they can expect more from you.

When Grassroots Soccer International responded to the coronavirus outbreak, it immediately sent an email informing everyone how they would respond to the situation, prioritizing people, impact, and partnership. The email ends with the expectation of a general deadline for future communication.

2. Thank you message

Nonprofits often thank donors when they act on their behalf, such as making a donation, creating a personal fundraiser page, or making a recurring donation. While you should be following this habit, a thank-you letter can also be a great way to connect the entire community, show up in their inboxes, and tell them you appreciate their continued support.

Heifer International immediately sent the email below to acknowledge the coronavirus outbreak and its impact on their work and to express their confidence and gratitude to the situation for their continued support.

3. Meeting updates

Many nonprofits have to move their auctions, galas, resistance events, and more to virtual events due to the coronavirus pandemic. When making this transition, regardless of your event, you need to structure your email communications in a clear, concise, and informative way.

Walk With Sally decided to turn their Friendship Bowl into a completely virtual event. They explain why they changed their email address and think about the different ways fans can act: donate to the campaign, participate in the live auction and participate in the virtual event with a live broadcast on their social channels.

4. Impact

It’s common to remind your fans of your mission and how important their support is throughout the year, but it’s absolutely essential to support your email marketing during a pandemic. With the outbreak of the coronavirus, you communicate how your organization can have direct consequences for those affected.

The email form Water4 below discusses the impact and asks a serious question with the subject: ‘What if you couldn’t wash your hands? – The COVID-19 e-mail address and Water4. It also explains how lack of access to water can harm modern communities.

5. Repeat why

When the slides are low, it draws people to their goals, inspires their fans, and walks you through difficult situations. As The Trevor Project shows us, the power lies in sharing this motivation with your audience.

You will immediately realize that they are at the forefront of their powerful mission to lead the message of the pandemic: “The mission of The Trevor Project is to save the lives of LGBTQ youth and keep them in constant crisis. – including fear, concern, and uncertainty about this growing global pandemic. From there, they describe the specific measures that were taken to adapt operationally to the pandemic and ensure that their mission, guided by the why remains essential.

Think about how you can communicate your “why” to your supporters and what actions you are taking to adapt to the coronavirus epidemic and the actions your supporters are asking to take. Inspire and explain to your community why they are passionate about your organization in the first place.

6. Inspirational messages

Never forget that you are a pillar of the community that supports you during an emergency, disaster, or other important situation. An inspiring message of hope can help people regain peace of mind while rekindling their passion for supporting their non-profit organizations.

It especially creates a sense of community around his mission, work, and programs. It can build trust between your organization and your supporters and help you become a permanent member.

Writing Love in Your Arms (TWLOHA), for example, sent a bold and inspiring message with ‘Fear Won’t Win’. They describe why the outbreak of the coronavirus did not prevent them or their supporters from marching.

7. Provide resources

As you navigate the waters of great events, disasters, or world events, you can stay on top of people’s radar by providing resources to your community. It’s a way to give back to everyone you gave something to during the year and to show that you’re going through a difficult time.

For example, if you are a fitness organization, you can offer free workouts, set up group workouts, or upload inspirational videos every day. Focus on your non-profit niche and develop something your fans can send to distract them, enhancing the overall sense of community.

Translate »