Customers are becoming more judicious about the kind of emails that they are opening.
This piece argues businesses should deepen their connections with their customers by humanising their brands and employees during the crisis. Brands should look at innovative ways of connecting their employees with their consumers to foster a more humane image.
They should review their data and understand what the pandemic means for their customers. They should then utilise the email programs to promote initiatives that the brand has taken for the community. Even small gestures like charity drives can demonstrate value to subscribers and build up the brand.
Marketers should build email campaigns that provide value to the readers while humanising the brand. They should further identify the changes that the customers have incorporated in their lives and use them as a base while planning for the “new normal”.
[6 minute read]