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Relying on Email in an Industry Lull: Best Practices for Preparat…

Every brand faces lull periods,
whether these are due to seasonal changes, economic periods or even just
regular manufacturing cycles. While these times can be challenging, businesses
can, and should, rely on a tried and true marketing strategy to help guide them
successfully through various peaks and valleys: email.
Read on to learn the reasons why
email is crucial for marketers to have in their arsenal during these periods
and best practices to keep customers engaged during dry spells.
Email’s Edge During Down Times
Though a brand may not be able to
promote new products or offers during these times, email marketing is still a
very effective way to maintain the customer-brand connection. When customers
see brand messages in their inboxes, regardless of their content, they are
reminded that the company is still operating (albeit to a lesser degree) and
still thinking of them as valuable contacts. This sustained email presence
helps bolster customer loyalty, which is crucial for future conversions once
the lull ends.
Additionally, when executed
correctly, email marketing in slow times can be extremely effective in helping
brands prepare for more successful sales cycles in the future. While the
business may not be able to offer its usual products or services to its
customers, instead, customers can offer something valuable to the business:
feedback. Usually garnered in the form of surveys or reviews, these insights
can help inform marketers’ future strategies once they have new content and
products to offer.
Slow Period Best Practices
While it’s still important to
send campaigns, email marketers should take advantage of business lulls by
cutting back on message frequency. Customers should receive emails just often
enough to let them know the business is still active and prepare them to expect
more offers in the future.
When it comes to the content of
these emails, the overall call-to-action should be much softer than what would
be included in typical conversion-focused campaigns. For example, during slow
periods, marketers can start teasing future milestones or announcement dates,
ask recipients to check out the company blog or social media pages, or even recommend
that they sign up for additional newsletters.
As mentioned above, this is also
a great time to request input from subscribers. Depending on business needs,
this could mean asking contacts to update their customer profiles in order to
better serve them in the future, or requesting feedback in the form of short
surveys or product reviews. These soft calls-to-action will promote a more
engaged customer base year-round, planting the seeds for increased conversion
during the next sales cycle.
Additionally, marketers should
take advantage of slower periods by using this time to take care of other tasks
that slowly get pushed to the bottom of the to-do list during other times of
the year. Lulls provide the opportunity to focus on things like email list hygiene,
website updates and content development.
Lastly, it can be advantageous to
supplement email with other marketing strategies during these periods. For
instance, paid search can be a great way to ramp up traffic ahead of a sales
cycle so that, in combination with email, marketers can maximize business peaks
while minimizing valleys. Promoting customer engagement through social media is
also an efficient way for marketers to keep their brand top of mind so that
customers are more likely to engage with emails as the slow period comes to an
Accepting the Slowdown
Overall, businesses should
identify their lull periods and embrace them for what they offer: an
opportunity to slow down, concentrate on the customer connection and build up
marketing assets. By implementing the best practices above, brands can ensure
their marketing will be more effective and their subscribers will be more
receptive once the time comes to embark on full-fledged campaigns.
EJ McGowan
General Manager

For more information on Campaigner, please visit

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