Covid-19: Communicating effectively via email | 6 mistakes to avoid

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In this troubled period linked to the Covid-19 pandemic, it is more than necessary to rethink your digital communication strategy . And emailing is no exception to the rule.

Many studies (Kantar) show that consumers have new expectations . To be as close as possible to their needs, we must therefore adapt to their current concerns.

Remember your goals in this period. What are they?

Keep in touch with your customers and prospects to prevent them from going to the competition? Strengthen your goodwill? Develop a useful and committed brand image ? Recruit brand ambassadors?

Because all of this is possible, even in this period…

We are clearly in a relationship marketing strategy which does not aim to sell at any price, but rather to create a solid customer relationship .

To do this, here are the mistakes to absolutely avoid in order to communicate effectively by email during this period of health crisis.

Mistake #1: Stop communicating
Yes, it is essential to continue communicating. You cannot stop all communication overnight, because you risk losing your visibility and all the efforts you have made in recent months will now be in vain.

Communicate yes, but without advertising.

Brands that succeed in supporting their customers and prospects in their daily issues will come out on top; because a brand must also be present in difficult times, as is the case today.

We will turn more towards a company that has supported its customers during the crisis, rather than a brand that has refrained from communicating.

Of course, you need to provide added value, consistency, relevance. Create intelligent, original content, and review your editorial strategy.

Emailing is the ideal channel to maintain and consolidate your relationships by creating recurring content, such as a regular meeting (weekly or daily) that your target audience values ​​very much.

Because you will be able to bring him a little freshness and support during this troubled period...

Mistake #2: Talking only about promotions and discounts in your emails
Do you want to offer a discount on your spring-summer collection in order to sell your products? It's a good idea. Just make sure you do it in a subtle way.

Offering a discount directly without any introduction is a mistake; and choosing an email subject line that highlights the same discount is not a better idea.

On the contrary, if you want to encourage your targets to open your emails, you will need to opt for more originality.

You can cover many topics: talk about your values, the commitments you make on a daily denmark telegram basis, tell the story of your company and your products as Le Slip Français does in this ingenious email. “Made in France” is much more than a trend at the moment. It is a real challenge for brands.

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In the email below, Bocage offers its customers and prospects the opportunity to find out more about the manufacturing and quality of their shoes, their CSR policy, etc.

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As for the Petit Bateau brand, it has chosen to discuss its commitments to the planet on the occasion of World Earth Day. The brand talks in particular about the actions implemented to reduce its environmental footprint.

She also chose to involve children, who clearly represent her core target.

She invites them to send a little advice to protect the planet, mentioning the hashtag #onfaitquoipourlaplanete.

Here again, introducing children to the creation of a vegetable garden is entirely relevant and consistent with its editorial line and the target audience it is aimed at. Petit Bateau invites children, the citizens of tomorrow, to be responsible and take care of nature.

It is then easier to offer a discount on their products, because in the end, this comes in a second step. The main objective is to create sympathy and affection for the brand, which, through its daily commitments, appears as a citizen as such.

This strategy allows Petit Bateau to establish itself as a future global citizen by proposing concrete actions to move forward.

It is only at the bottom of the email that Petit Bateau offers to discover the discounts on its clothing collection. Good job!

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Mistake #3: Overpromoting your products before thinking about brand utility
Some companies have really flopped by trying to take advantage of the crisis to make sales and business. Today, it is better to think "brand utility". If some companies were already heavily invested in brand utility , many have joined them.

What is brand utility? It is offering things to be useful to society or its community. Instead of selling a product, the company provides a service for free; it can be about giving ideas, tips to best support its customers during this period of health crisis.

Promotional communication where you only highlight your products no longer has its place today. At least for the moment. To continue to get people talking about you, it is better to take a different path than excessive promotion .

For now, you have to be subtle, find the right angle, communicate intelligently. It is good form to show that you are adapting to the crisis and that you are offering concrete solutions to help your customers and prospects move forward.

Ask yourself: What can I do to make my contribution, my stone to the building?

The Oxybul and Cyrillus brands have understood this well.

For example, Cyrillus sends its community captivating emails; in fact, while many parents do not know how to keep their children occupied during confinement, it suggests a personalized activity program to its customers.

Each week, the program is different, and has the merit of being very complete: activities to do with the family, DIY tutorials, books to read, songs to listen to, etc.

The company thus strengthens its sympathy capital, creates a real bond with its audience, who immediately feel closer to the brand.

This encourages him to go and see his various statements, particularly on social networks. A real exchange is established between the brand and the subscribers.