You see the signs of recession all around you. From food to fuel, from clothes to cars, you’re paying more and getting less. The wages of American workers can’t keep pace with the increasing rise of inflation. Businesses are cutting back on non-essentials, and pennies are being pinched. If you’re an email marketer, it’s like a punch in the gut.
We can help. Here are some recession-proof ways email marketers can survive and thrive during the worst recession in over 40 years.
5 STEPS AN EMAIL MARKETER SHOULD FOLLOW IN RECESSION
TAILOR YOUR TACTICE
According to Harvard Business Review, marketers must balance efforts to pare costs and shore up short-term sales during an economic downturn. Streamlining product portfolios, improving affordability, and bolstering trust are three effective ways of meeting these goals. Innovative improvements to core products and services will grab attention and motivate purchases,
BETTER CONTENT
You need more powerful email campaigns. Make your product or service essential to your subscriber. How do you do that? Write more compelling and scalable content. Do some homework about the business you’re marketing to. Find a unique way to excite the subscriber like limited-time discounts, coupons, freebies, VIP promotions, or Free trial subscriptions – sell them something they can’t live without.
While everyone else zigs, you zag. Be unique. Make your subject lines more intriguing. Add humor. Ask a question in the subject line like “What U.S. President hated broccoli?”
CALL-TO-ACTION
Did you ever hear the classic car salesman line: “The car you’re looking at today and thinking about buying tomorrow Is the same car someone else looked at yesterday and will buy today?” This is the mindset you need to convey in your email campaigns – time is running out, it all ends soon, now’s the best time to buy, supplies are limited, don’t wait, etc. These call-to-action lines should be paired with your call-to-action button.
RETARGETING
Retargeting ads are a great way to keep customers engaged during a recession. These ads “retarget” people who have already visited your website or interacted with your brand. They keep your product or service top of mind and engage potential customers. Retargeting optimizes email campaigns for conversions and improves brand recall.
INVEST IN A NEW EMAIL LIST
A current, verified mailing list is always important, but it is absolutely critical during a recession. Email campaigns with high bounce rates and undeliverables are red flags for service providers and your emails will get sent to the spam folder. Email list databases should be verified, validated – and segmented so you can target specific categories of business. We recommend the Email List Company, the #1 trusted source for marketing lists for over 20 years.
Inflation is running rampant, and the recession will be deep and lengthy so the time to act is now. Contact the experts at the Email List Company for more tips on how to thrive during a recession.
