Business and brand building is not just about meaninglessly selling at all times. While it is good to have metrics and targets, it is equally important to understand that you are building a rapport with humans through email.
So, you want to make sure that humanity and the humane aspects of contact are not taken away from your email marketing campaign messaging at all times. This holds true especially during times when your target audience might be facing a natural disaster, external threat, an epidemic, a pandemic, or something else.
The point is when your target audience is living through a crisis, you want to make sure your brand takes an empathetic approach. Though life goes on and you need to make ends meet, it is always nicer to do this in a kinder way. You can tailor your content to show empathy, you can use an email signature generator with a crisis banner, you can provide positivity, and you can do so much more to show your audience you care.
Here are some tips on sending empathetic emails during a crisis, so your brand is able to showcase the humane side.
Why is empathy important in your emails?
Just like kindness can go a long way in-person interactions, the same logic extends to online interactions as well. Empathy is something brands should practice during a crisis and beyond because it also improves metrics. In fact, studies show that empathy develops over time and can result in improved customer satisfaction. So, if you are looking to build a loyal customer base, then you want to make sure your brand notches up the empathetic quotient.
Use email signature banner
An email signature is a staple in your email marketing campaign, and it is a great place to integrate your empathetic stance. For example, you can integrate an email signature banner that includes a link to updates during the crisis. Though different from the regular use of a banner, this puts your email features to relevant use during a crisis and helps extend your empathetic stance with your readers.
Don’t forget about a nice and friendly email signature photo. A smiling face can put a lot of calmness and tranquility in one’s anxious mind.
Make the email tone more serious
The way you draft your email marketing campaign will set the tone of your bond with your readers. Keeping this in mind using a more serious email tone will allow you to express that you understand the gravity of the situation. For example, there is a lot of anxiety and stress around getting infected with the coronavirus at the moment, so things like sarcastic jokes in emails can appear insensitive. Always mind the tone and show your empathetic side to your readers.
Provide positivity
If you are sending an email during a crisis, it is safe to assume that people are surrounded by a lot of negativity. If your brand can step in and provide a moment of positivity and relief, it can bode well with your readers. Something as simple as ways to stay active and positive during trying times can go a long way in shedding positivity to your readers.
Keep information short and relevant
When a brand and its subscribers are responding to a difficult situation, it is important to keep the information in email relevant. You want to be in sync with your readers, your branding message, and the challenges of the time. Drafting content that is short, succinct, and relevant to the times will continue to engage your readers in the way you want.
Send extra helpful emails
In times of crisis, when people open their inbox, become the sender that adds value to the readers. For example, if you are a food brand and have a delivery safety tip, share it. Alternatively, if you have anything that can be helpful for your industry and your users, go ahead and share the information. While the definition of value in this case might not be the traditional value proposition of your brand, go the extra mile and send extra helpful emails.
Evaluate timing
The timing of your messages can make or break the impact of the message. In order to make sure your emails do not pile in your readers’ mailbox, conduct tests to find out when your emails should be sent. The consensus is that empathetic messaging should be timely and sparse. Keep this in mind and use an approach that works for your brand.
Source: https://www.wordstream.com/blog/ws/2014/09/04/best-time-to-send-email-campaign
Thank your customers
Whether you are in the middle of a crisis or not, it is always a good idea to show gratitude to your customers. Keeping this in mind, always remember to thank your customers. If you use your email marketing content as an opportunity to let your customers know one last time that you appreciate their business and are grateful for their patience. This practice can help your brand and your subscribers appreciate each other.
Email marketing campaigns have become a staple for many brands and businesses of all sizes. With the rise in emails being sent daily, there has been a rise in the number of emails each individual sends.
During moments of crisis, brands want to make sure they continue the connection they have built with their readers, prospects, subscribers, and customers over the years. Integrating empathetic emails during a crisis allows brands and businesses to show they really care. Use these tips while drafting a winning empathetic email that will adequately allow your brand to share the genuine empathy your brand is extending during troubling times. Don’t forget to add a value as well. Putting some discount information to your empathetic emails is beneficial for both you and your customer.
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