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As the reality of the Covid-19 pandemic sets in more thoroughly, many businesses and even email marketing professionals are struggling to keep up with a changeable, uncertain climate and the rapid changes in strategy that come along with it. Site Impact knows that it can feel like a lot to handle--but even more to the point, it can be hard to separate myth from fact when it comes to the best practices in these strange times. Today we’re debunking a few of the myths that surround strategies and trends in email right now, to help you make better strategic and tactical decisions in your campaigns.
Great content does tend to have a timeless quality; but content that you developed for campaigns before the pandemic runs the risk of coming across as oblivious or even borderline offensive to people who have endured months of restricted social lives as a result of the pandemic. Take a look at your creative and the scenes you might be depicting, and look at them specifically through the eyes of people who have been quarantined, and who are avoiding large groups either by law or voluntarily to avoid the risks of infection. Read through your copy with the same perspective to make sure you’re not inadvertently coming across as insensitive. You’ll get a great deal more out of content that reflects an understanding of the current realities.
This particular myth is not so much a myth as it is an outdated truth; Monday is actually a strong day within the past few months, with spikes in engagement falling fairly consistently on that day. Studies suggest that Monday has become a new go-to day to do the shopping for many consumers--since there isn’t as much getting out and shopping in brick-and-mortar locations, Monday seems to be taking over as one of the preferred days for both necessities and impulse buying alike. That said: don’t expect that a weak campaign will magically perform better on a Monday just because of the day--you should still put in the work.
There’s a degree to which this particular myth reflects a key issue, a degree to which it reflects the reality of shrinking marketing budgets, and a degree to which it’s just bad information. Obviously, now is not a great time to necessarily increase your email marketing campaigns; your prospects are getting a lot of emails as it is, and they are likely to be screening their emails a lot more aggressively, seeking informative content rather than strictly commercial. There is also the fact that many businesses--in light of lower revenues through quarantines and gradual reopenings--simply need to spend less on marketing all around, not just email marketing. But overall your results will be much more consistent, and much more positive, if you keep to a similar sending schedule as the one you maintained before the pandemic.
Myths surrounding email marketing have led to a lot of brands and marketers making faulty decisions; by knowing the truth, you can plan your strategy and tactics more effectively, and get the results you’re looking for to recover from the difficulties of this year. Contact Site Impact to hear how we can help you make every campaign a success.
