Keep customers engaged, not enraged, during supply chain issues

SUPPLY’S CHAIN ​​ISSUES, AN ONGOING disruption caused by the COVID-19 pandemic, is expected to impact holiday shoppers this year. And at a time when businesses are hoping for a significant increase in revenue each year, marketers need to be on top of their game to keep customers engaged, informed, and interested. While modern technological tools like websites, chatbots, and social media platforms can educate and help customers quickly, email marketing remains a vital strategy, yet it is often underused by businesses. big and small, says Jeff Pedowitz, CEO of The Pedowitz Group and ForbesBooks. author of “F The Funnel: A New Way to Engage Customers & Grow Revenue.” “Boosting your holiday email marketing is essential and it’s an effective way for brands to communicate, especially when customers are advised to start shopping earlier due to chain issues. ‘supply,’ says Pedowitz. “Brands need to get ahead of the curve by reaching out to customers by email and creating added value in their messages. “

Research shows that almost half of marketers see email marketing as the most effective marketing channel. In another study, 90% of content marketers say email engagement is the primary metric they track to measure content performance. Pedowitz gives some tips on email marketing and offers ideas for engaging customers.

?? Don’t send a single email to your entire database. “This is often referred to as ‘batch and blast’,” says Pedowitz. “A series of three emails is more efficient than a single email. A study showed that there were 90% more orders for a series of welcome emails.

?? Know your audience. “Your audience is smart and expects you to send emails that are unique to them,” says Pedowitz. “If you don’t, studies show that the vast majority of consumers will delete emails, unsubscribe, and become less willing to buy your product or service.” Therefore, Pedowitz says businesses need to take the time to segment their target audience. “Not only will you minimize negative customer reactions to poorly targeted information or promotions,” he says, “but you’ll be ahead of your competition.”

?? Know how to engage them. Email engagement focuses on three core principles,

Pedowitz says a strong subject line, simple and accurate copy, and graphics where appropriate. “Short, concise subject lines will engage the reader,” says Pedowitz. “Create a sense of urgency with your email, without sounding like spam. Pedowitz suggests a summary of the benefits of the product / service with bullet points. The majority of the copy should put the reader first. “Tap into the weak spots or needs of the audience and even their personal motivations from the start,” he says. “Is there a particular problem you can help them with? “

?? Provide added value. “Given supply chain issues, instead of the instant gratification that comes with receiving the actual good or service, marketers may interest consumers in being a part of the future production process,” says Pedowitz.

“The holiday shopping season is when marketing campaigns take a big step forward,” says Pedowitz. “Email plays an important role in connecting with your brand’s audience, telling compelling stories and improving conversions.”

About Jeff Pedowitz

Jeff Pedowitz is the ForbesBooks author of “F The Funnel: A New Way To Engage Customers & Grow Revenue, and President / CEO of The Pedowitz Group,” a consulting firm that helps companies create and execute new business models. to generate scalable income in a digital world. . Pedowitz is widely recognized as an industry expert and thought leader, writing and speaking on a variety of topics related to Revenue Marketing â„¢, demand generation, marketing operations and marketing technology. He hosts a weekly podcast, CMO Insights, interviewing sales and marketing managers on the topics of business transformation, digital transformation and customer experience. ??

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