Stop saying “We are here for you”
A quick search of my inbox revealed 94 messages since the end of February with the subject line: We’re here for you. Senders ranged from banks (expected) to outdoor sports events (less expected) to a winery visited 3 years ago (not expected).
Now you’ve said that, what’s next?
Mindful Messaging and Segment Personalisation, is the next says Persado. First, recognise the different needs within your consumer groups based on their intents and behaviours. Second, build consumer segmentations based on these need states. Third, message accordingly. Litmus agree - why message all your consumers if your message concerns a specific geographic area?
What’s good about this? Are the 4 words Forbes suggest asking, which will indicate to us the positive message to play in any life challenge. A crisis situation is never good - but asking these words can highlight what content to deliver, where to reassure, and of course reminds us to be grateful we have People and show gratitude, appreciation and community spirit.
Remember - stay relevant, be careful and remain sensitive: We are not in a business-as-usual moment, your People’s lives and their interactions have changed dramatically. It may not be wise to send emails themed This is your lucky day - rather, saying Have an impact without leaving home (ShareTheMeal) or Working out While Staying In (The New York Times) may resonate more with your audience.
A strong email is relevant, personable and actionable, in an easy to read format. True now, true always.
*All views my own*
Sources:
https://litmus.com/blog/6-tips-sending-effective-email-crisis
