The case for an email content audit

The case for an email content audit

When the COVID pandemic’s first wave initially struck in early 2020, many marketing teams were left without a clear crisis response plan. Many needed to develop new messaging plans overnight, creating campaigns that might have sounded good at the time but it quickly became clear that everyone had similar ideas. Even the most comprehensive crisis-management protocols didn't tend to envision a world of lockdowns and mandatory social guidelines and the economic, social, political and cultural upheavals that would follow. Over the course of 2020, we've learned what our brands stand for, what our customers really want from us, and some of the organizational traps that kept us from responding as efficiently or effectively as we could, and now it's time to put that knowledge into action. While we managed to survive the initial storm, the pressures put on email marketing teams are set to continue in Q4 and into 2021. Prepare for the long haul Now is the perfect time to assess your...
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Screening checklist for crisis response emails

Screening checklist for crisis response emails

As part of your crisis management email marketing revaluation, you might have to add some qualitative review questions to your campaign pre-deployment and quality-checking process. Besides checking for typos, broken links and call-to-action button copy, you should audit your content to make sure you're keeping your customers' interests in the forefront and not inadvertently offending with ill-timed or tone-deaf content. These questions can help: 1. Does my content answer "WIIFM?" "WIIFM'' means "What's in it for me?" Or, bluntly, "So what?" You can say yes to this question if your copy focuses more on the benefits of the product that its individual features – or on the benefits of any changes you have to make to accommodate COVID requirements. When you get right down to it, customers are all about themselves, so meet them where they are and remind them – overtly or subtly – why their lives are better because they buy from you. 2. Does my email address the customer's perspective? This goes...
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