Broker Promotion
Importance of email communication as lockdown restrictions are lifted

23rd July 2020

“Are they open yet?” “Can we make an appointment to go there?” “Do you have to wear a mask...?” Just some of the most common questions we’re all asking as Britain slowly resumes a “business as usual” position.

As businesses of all industries vie for customers in these unchartered times, instead of leaving consumers guessing about things like opening hours, health and safety protocol, services on offer, price deals and more, take a proactive stance by informing them before they have to contact you, or, worse still, decide to bypass your business through its lack of communication and action, in favour of a competitor.

And what is one of the most effective, painless, tried and tested, not to mention cost-free ways to communicate with customers?

Email of course!

Since the Covid-19 pandemic and subsequent lockdown reared its head in March, businesses and customers have been relying on email to communicate.

Now that markets and the economy are slowly resurfacing from a 12-week-plus activity hiatus, it’s vital that businesses communicate effectively with customers and prospects.

Failing to make the effort to communicate important information related to the likes of opening hours, services and products on offer, and safety measures, could cost your business, not just a little bit, but dearly.

Put it this way, the restaurant I’ve chosen to mark a ‘return to some degree of normality’ celebration, isn’t my local, or even particularly my favourite eating establishment. It’s the one that got in touch with me (via email) informing when they were going to reopen, what safety protocols are in place, and would I like to make a reservation?

Elated by receiving an email that invited me somewhere outside the walls of my home, I jumped on the chance, making a reservation for a table immediately.

The point is, as businesses start to resume activity, no organisation can afford to miss out on emailing customers regularly about important business information.

Before you fervently hit the send button to your contacts, consider the following points to ensure your emails stand out:

  • Have a clever, striking subject that no recipient will ignore
  • Improve the design of your emails so they are as eye-catching as the subject line
  • Fill the email with compelling content to engage recipients
  • Have a ‘must act upon’ call to action, which, like in my case with the restaurant, compels the recipient to take the action you want them to
  • Make it mobile friendly, as we all know, now more than ever, we’re a species addicted to our mobile phones!

Of course, if you’ve not got the time or the right skill sets to create a compelling email campaign that capitalises on the lifting of lockdown, you could always get the experts at IVC to do it for you? Get in contact for more information on creating an email marketing campaign designed to make your business stand out and pull in those consumer-giddy punters.

All marketing and advertising must be an accurate description of the product or service. It must be legal, decent, truthful, honest and socially responsible (not encouraging illegal, unsafe or anti-social behaviour). There are regulations which restrict what you can and cannot do. As well as the regulations, there are two advertising codes of practice which you need to follow to help you advertise legally. Before you embark upon any marketing, please ensure your communications are fully compliant.

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