Customer messaging is at the front line when it comes to
communicating with and informing customers.
This puts us in a unique position to observe some early trends
we’re seeing, given the huge impact of Coronavirus across the
world over the last few weeks.
Many are wondering how other businesses have adapted their
messaging to what works or what is taboo.
Things to keep in mind
We believe that in a time of uncertainty and isolation,
customers ultimately want genuine interactions and are wise to
marketing attempts that take advantage.
This comes down to showing empathy and understanding your
The course of everyone’s feelings will change over the coming
days as we will all experience the health, emotional and financial
impacts of the situation differently.
As new routines emerge, many will also understand the need to
support business through this period, knowing that many businesses
are and will be suffering.
Early trends by impact
The impact of the pandemic seems to fall into these
- Businesses affected immediately due to changes in government
regulation (travel, events, local)
- Businesses that might be affected by changing economic consumer
sentiment (discretionary consumer retail or services).
- Businesses that are likely to remain unaffected due to their
critical nature (utilities, food, etc.)
- Businesses that may grow as a result of changes in consumer
behaviour (delivery companies, software that support remote
1. Keep communicating changes, important and helpful
Amidst the uncertainty, one thing is sure: Keeping your
customers up to date on changes is vital.
This could range from keeping customers informed on changes to
opening hours, delivery services, shipping times, support volumes,
or any service interruptions.
It’s worth noting that: “What we’re doing in response to
Coronavirus”Â emails appear to have reached its limit, so
emailing only necessary information based on hard changes will
likely have the biggest impact.
2. Messaging that supports your product is still
Automated messages that support your product experience should,
for the most part, go on as normal.
Whether your business is experiencing changes, challenges or
growth, customers will expect the same experience and information
they always would.
Keeping your BAU humming will be vital to efforts to survive
these turbulent times.
3. If your product or service can genuinely help,
make people aware
We’ve seen a lot of emails that are tastefully informing
people about products that can help them in their new routine.
Whether this is working from home, entertaining yourself and
your family, caring for loved ones, looking after your health,
The key here is genuinely. If your product really can
help solve people’s problems right now, then you should get it in
front of customers.
As long as it is truly valuable, the content will be well
4. If your business is suffering, reach out to your
We’ve seen a huge amount of emails transparently sharing their
journey and hardships. We’re all in this together and sharing
honestly and asking for support might help your business stay
In times like these, being upfront and sharing your story will be
well received by those customers loyal to your product or
What not to do
A few things we’d advise to steer clear on:
- Don’t act like everything’s normal. It’s not!
- Don’t be blind to the fact that people have a lot to deal
with right now the next few months for some may be a fight for
- Don’t forget that we’ll all experience this pandemic in
different ways in our health, emotionally and financially.
Early trends by vertical
Here are some quick one-liners on early trends we’re seeing by
industry, though things are developing quickly from day to day.
1. Consumer retail
From an online sales point of view, retail (consumer goods) is
still largely operating BAU. Given that emails are such a strong
revenue driver, there is a heavy focus on email marketing within
Additional sale offers are being released to bolster the bottom
line as brands become nervous about spending patterns in the next
couple of months
2. Consumer services: finance, insurance, utilities,
Those that enable customers during this period of significant
change will win big.
Some include online education, video streaming, delivery
services, fitness and gaming. Those that enable our day-to-day way
of life should weather the storm fairly well too.
3. B2B SaaS and software
With the magic of recurring revenue, this industry is focused on
Sales teams are starting to funnel resources to customer success
and building brand equity through helpful online content, which has
been a focal point for a lot of these businesses.
4. B2B services
With the widespread cancellation of in person events like
tradeshows, leading to
billions of dollars lost, B2B services are looking to digital
marketing more than ever.
Digital marketing swoops in as a remote option, and also because
it is measurable, where marketers can easily get a snapshot of
What Vero is doing
We’re trying to take the path of “being helpful.”
Information that helps you be successful, particularly when the
landscape is changing so dramatically, is always worth sharing.
We know that certain sectors will be impacted heavily by the
current pandemic, and we’ll soon be sharing tips on how to audit
your Vero account to maximize the ROI on your spend.
As always, if you have any questions at all about your Vero
account, your strategy, pushing out critical campaigns or anything
else, we’re here to help. Please get in touch at firstname.lastname@example.org.Â
The pandemic we’re experiencing is unprecedented in our
lifetime, so making good decisions based on the data at hand with
the principles above in mind is all we can do.
Communicate genuinely and let’s all look after each other.
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Coronavirus messaging trends: Things to keep in mind