Continuing through the whirlwind that is the COVID-19 pandemic, we know now more than ever how important it is to be able to communicate with your audiences at a moment’s notice. While no one was prepared for how COVID-19 would impact their business and everyday life, having regular email communication systems in place definitely gave some companies an advantage to connect with their customers, vendors and public.
Setting up the proper communication channels doesn’t have to be your next nightmare to overcome. Content and messaging development doesn’t have to be painful and laborious. And execution and reporting doesn’t have to be a daunting task you are afraid to approach.
With our tips, you can make sure that your business is ready for any future communications crisis, but perhaps more importantly, you can begin regular outreach to your audience that keeps you top-of-mind throughout the year.
What you need to know when ramping up your email communications:
- Your marketing is only as good as your CRM.Make sure your contact relationship management system is up-to-date on a regular basis (BBR recommends monthly or quarterly) including information like, first and last name, email, company, job title, address and phone number. Assigning this to an intern or marketing associate is the best way to make sure someone owns this key role.
- Setup your email distribution platform.
Whether you use Mailchimp, Constant Contact or other templated platforms, you can brand your email communications with a masthead and other important elements to set your email apart from other communications.
- Providing valuable content is more important than sending just to send.Creating a content calendar is the most effective way to produce content in a cohesive and timely manner. Consider timely topics and address a pain point your audience may have and provide solutions. You may think your content is simple, but if it’s relevant and educational, it’s valuable.
- Keep it simple.In a world that has more content to consume than time to digest it, keep your message sharp. Your reader will appreciate your clear voice. If you write the content yourself, have a coworker without any knowledge of the content read to make sure your message is hitting the point.
- Overwhelmed with this initiative?Consider outsourcing this project if your marketing team isn’t equipped to get this up and running. There are great resources for planning, writing, executing and reporting — and you can outsource and still Be A Marketer.
As always, BBR is here to talk through any marketing challenge you may be experiencing and help point you in the right direction. Now more than ever, marketers need to find creative solutions to problems. We are excited to help you Be A Marketer.
The Be A Marketer series is your monthly insight into what today’s marketer is doing to safeguard the future of their business. If you have any questions regarding this content or any other marketing, branding or digital program, please contact Allison McElligott, BBR’s Marketing Manager at [email protected] or 337-233-1515.