The reports and current reports on the Corona virus Covid-19 have not only dominated the news for several weeks, but also our everyday lives. No wonder, because never since the Second World War have we in Germany had such restrictive measures as in the last few weeks.
In addition to the personal restrictions, the economic consequences are also immense. Retail, hospitality, tourism and the events industry in particular have been hit hard by the Corona crisis. Online retail, on the other hand, is still doing well, mainly due to a lack of alternatives.
But what does all this mean for email marketing? Can sending newsletters help you get through the current crisis better? We've looked at a few industries to find out.
Because people are at home more and working from home india number dataset as much as possible, user habits have changed. Overall opening rates have increased and response times have decreased - it is noticeable that people have more time. Usage times are now more evenly distributed throughout the day and there are fewer peaks compared to normal office life.
Creating trust in uncertain times
In contrast to social media services, email is considered a secure channel. According to the United Internet meta-study “Email for you 2.0”, 76 percent of participants express their trust in email. In these currently uncertain times, it is important to give people security and ensure transparency. Journalistic diligence and the duty to provide information are therefore booming. Serious and well-prepared newsletters can therefore ensure a positive and lasting relationship between you and your customers and prospective customers, even beyond the crisis. The most important thing is open and honest communication. Your customers will understand if you are not yet allowed to reopen due to official requirements or if shipping is delayed because you yourself have delivery bottlenecks. Just make sure you communicate this in good time: the worst communication is the one that doesn’t take place. So use your newsletter distribution list and keep customers, prospective customers and partners up to date.
Winners and Losers – Measures
As with all crises, there are winners and losers. Of course, as a profiteer you don't need to take many measures, as the good deals will just come to you. But every crisis ends at some point and if you want business to continue to run well after the current situation, you should take precautions.
Winners – don’t rest on your laurels
pharmaceutical companies and medical equipment manufacturers
Demand for protective equipment has risen sharply due to CoronaThe clear winners currently include pharmaceutical companies and manufacturers of protective equipment such as breathing masks. High demand is already leading to significant price increases and supply bottlenecks. The company that is the first to bring a vaccine or medication against Covid-19 onto the market will be set for a long time anyway. Fueled by this, more and more companies are getting involved in the production of protective and disinfectant products. On the one hand, demand can be better met and, on the other hand, other business areas that have collapsed can be at least partially compensated for.
In these cases, the difficulty will be to switch to other products when the need for protective materials decreases, because in some cases production has been completely changed. At this point, it makes sense to use regular newsletters to point out other products that will become more relevant again after the crisis, in addition to currently important crisis goods. The more the crisis eases, the more you should focus your communication on your actual products. At this point, it makes sense to take a closer look at the new customers you have acquired and see which of your products or services would be relevant to the relevant customers beyond the crisis. Mark these in order to be able to generate the most targeted email campaigns possible.