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One of my favorite tips for digital marketers is...
One of my favorite tips for digital marketers is...
"leverage technology to treat your customers like humans."
"leverage technology to treat your customers like humans."
This recommendation certainly applies to the extraordinary circumstances created by the COVID-19 pandemic. As we "e-blast" the thousands of customers in our email databases, we must remember that each recipient on the other end of the screen is a human being - each experiencing a uniquely human response to COVID-19. At best, the customer is quarantined and bored. At worst, the customer is navigating major health, professional, financial and family setbacks.
This recommendation certainly applies to the extraordinary circumstances created by the COVID-19 pandemic. As we "e-blast" the thousands of customers in our email databases, we must remember that each recipient on the other end of the screen is a human being - each experiencing a uniquely human response to COVID-19. At best, the customer is quarantined and bored. At worst, the customer is navigating major health, professional, financial and family setbacks.
Email marketers of the world... let's step up our game and raise the collective humanity and empathy of our email campaigns, starting with these do's and don'ts:
Email marketers of the world... let's step up our game and raise the collective humanity and empathy of our email campaigns, starting with these do's and don'ts:
Don't Feel Compelled to Comment
Don't Feel Compelled to Comment
A business should not feel obliged to comment on this pandemic unless its commentary adds real value for customers. Be considerate that inbox clutter for non-essential emails can add-to rather than alleviate stress in this difficult time. No one needs (for example, sorry Snarf's) 3 emails from a local sandwich chain describing the business' response plan to the pandemic.
Do Find New Ways to Add Value
Do Find New Ways to Add Value
This dance studio offered a free YouTube tutorial for toddlers which demonstrates strong empathy for the customer's circumstances (in my case: quarantined with high-energy, restless toddlers).
Don't Keep Up The Same Frequency
Don't Keep Up The Same Frequency
Please, please, please update your marketing automation 'drips' to slow down the general newsletter updates you've scheduled. Sorry, Subaru - learning what's new at my local dealership is low on the priority list at the moment.
This post was written by Emily Edwards, Senior Instructor of Marketing at The Leeds School of Business, CU Boulder, March 2020
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