New guide for you! ‘Top 10 Enterprise-Level Strategies to Lead Through Economic Disruption’
If you’re wondering about how to market during economic disruption, you are not alone.
Today, we face more uncertainty as tariffs are introduced, rescinded, reduced, increased, or paused, the stock markets gyrate in response, businesses retrench, and consumer confidence rises and falls.
And you know that as soon as we get past today’s challenges, more will take their place. So, you need to be prepared.
What you need is a plan! And that’s exactly what we created to help you meet these challenges, today and in times to come.
Download our latest guide for email marketers. Top 10 Enterprise-Level Strategies to Lead Through Economic Disruption. You’ll get our best advice – the kind we share with our top clients – to help you prepare your company, your team, and yourself.
We think you’ll find our guide so helpful that you’ll want to share it with your entire marketing team and keep it on hand to check yourself in the future. But if you’re hesitating, take a few minutes to read the preview below to find out what’s waiting for you.
What you’ll learn in this guide
Our Top 10 list of strategic actions will show you how to use email to manage through current events and map out a plan for the next time uncertainty strikes.
If you get stuck, we’re always here to lend a hand. Our team here at RPE Origin has seen it all, done it all, and we’re still standing. You will be, too!
Step 1. Audit your email program with 5 key questions
Whenever we begin to work with a new client, RPE Origin asks these questions to check the foundations of email marketing acquisition, promotion, attrition, and automation.
1. Are you asking customers and users for their primary email addresses?
Does your acquisition program ask for the primary email address? Check the wording of your email invitation. Be sure your invitation is clear about what value they’ll get in exchange for that precious bit of data.
2. How well do your transactional emails make money for your email program?
Print out a representative selection of your transactional emails. Are they clear, concise, on-brand, and easy to read? Do you include an opt-in invitation, cross-sell or upsell options, mention your loyalty program, or offer other ways to deepen the connection?
3. How long does it take you to get an email campaign out the door?
Write down the steps you take before you can hit “Send.” What holds it up or speeds it along?
Never sacrifice speed for strategy or accuracy. But the sooner you can send a campaign, the sooner it will start working for you. This is a must if you have to pivot quickly to announce a price increase, policy change, sales disruption, and the like.
4. How do you promote your email successes throughout your company?
People beyond the email team won’t know or care how well email does unless you make them see your success. Now is not the time to be humble. Demand a seat at the table so you can share your good news with your team leaders and executives in terms they value: sales, conversions, acquisitions, cost reductions, retention, and revenue.
5. What do you need to accomplish first?
Come up with two or three quick-change items that would have the greatest impact and could pave the way for more changes when conditions settle down.
Step 2: Assess your email automations
Supply-chain problems could once again make products scarce or drive up prices. That puts three key emails on the front lines now.
Out of stock
Abandoned cart
Back in stock
Are they up to the challenge?
Step 3. Adapt your messaging to capitalize on email strengths
Email isn’t direct mail, social media, or print ads. It’s your company’s closest link to your market. Use the advantages this intimate connection offers instead of taking the easiest way out. Think of what your customers need to hear from you, and don’t fall back on image-only emails.
Step 4. Take your email team out for drinks (or other team-builders)
We’re firm believers in this mantra: The team that socializes together achieves together. If your team is under one roof together, take them out for lunch, happy hour, or some other low-stress event that lets everyone blow off steam.
For remote teams, set up a virtual happy hour and send out treats ahead of time to enjoy together. Even closing up shop early can boost morale, especially for harried workers who have extra home or family obligations.
Be the one who drives them to a drink, not the one driving them to drink!
Step 5: Keep on testing
In challenging times, testing can show you which message styles, which creative content like text and images, will resonate.
Maybe you need to test pricing placement in the email – higher up versus farther down. Other key areas are subject lines, call-to-action copy, message tone, and frequency.
Wrapping up
Ready to discover more? We have 5 more strategies to share! Download the free guide, Top 10 Enterprise-Level Strategies to Lead through Economic Disruption, to find out what we are telling our clients right now.
But don’t stop there! Got a question? Contact us! We’re always happy to chat – we are just a call or click away.
Recent Comments