No or Low Cost Option: Dust Off Your Email List

Depending on your company’s situation, you may be busier than ever just fighting fires or looking around wondering what you can do to make ends meet. Maybe it’s both.

Now that every single brand under the sun has sent its, “How We Are Handling COVID-19” email to you, things may be quieting down in our inboxes. it may be a time when you can dust off your company’s email list and start to remind your customers or followers why they cared about your company in the first place.

We’re recommending taking a look at email marketing as a way to come out stronger, because the ROI stats (generally quoted as $42 for every $1 spent) are too robust to ignore. Will every company see that? No. But, given the low-or-no-cost option of your current email list, consider the following thoughts:

Will you sustain this email communication when things are back to “normal”? If the answer is yes, make a plan for which days you will send these and how often if you’re not already on a schedule. It’s ok if it’s simply monthly. That is what we do for a lot of clients when it’s business as usual. Right now, we may have more updates based on the ever-changing business world right now. Whether it’s monthly or weekly, consistency is key to any marketing activities.

How long has it been since they’ve heard from you? If it’s more than a few months, consider letting your readers know the WHY of your email.

Next, is make sure that WHY is worth it to them. What value can you offer?

Side note: When a national rental car business emailed me with their COVID-19 response, it reminded me to unsubscribe. I’m sure their daily/weekly/monthly users needed to know, but I rent a car a few times a year for business and that’s it. We all know there is a big difference in the promotional emails we don’t open (The ones with zero attention on “what’s in it for me”) and the emails we do open (The ones with incentives and something interesting).

Stat: In 2019 alone, 293.6 billion emails were sent and received each day (Statista, 2020). This figure is expected to increase to over 347.3 billion daily emails 

Sarah Stokes and Chris Herzog, who are both former WEAU television news anchors, started STOKES|HERZOG, an advertising and public relations agency in 2014. The agency assists both local and global clients with all of their corporate business consulting, advertising, public relations, and marketing needs including video production, website management, graphic design, social media management and overall marketing and advertising strategy.