With every tick of the clock, most of us jump to the COVID-19 app to see the number of cases.
We all are trying to find a normal life amid the crises. It seems like many of us are not seeing any light behind this dark tunnel of life.
When I say “us,” I am not an exception. Just like you, my mind keeps wondering about what’s next after this COVID-19 pandemic?
You too are agitated like me, you also are freaked out. Now, if you see it from a standpoint, where people are losing their lives, people are getting sick, is it a sane deal to shoot them with messages? “We are offering a 50% discount?”
If you own a brand and have done that, don’t hide your face, but alter your practices.
“Remember, you don’t send wedding invitations to the house where a funeral is going on.”
When you bang on people’s doors with such emails, trust me, they use one word for you “SELFISH.”
If you don’t want to give a bad impression of your brand, you really need to revise your practices. Wondering, how would you do it? This writing piece will help.
Convey useful information
Here, you need to practice empathy. Now, by this, I don’t mean you shoot them with emails, “Our staff is washing their hands. We are a responsible company and care for our employees.” Such an email won’t be of any use to them.
For instance: You are having a shortage of a product and it’s back in stock, let them know about it. You are trying to process their orders as fast as you can, keep them informed. But please stop shooting emails like 50% off on our products.
Keep your page alive during the coronavirus chaos
I am aware many countries are on lockdown. This clearly means interruptions in day-to-day operations. If you have closed down your retail stores due to Coronavirus for the betterment of your people, let them know you are available virtually.
Navigating the unknown is challenging, but leaving your customers in the middle of nowhere is worst. Let them know you are there for them. Tell them you are trying your best to deliver the orders. Most importantly, inform them about your company’s processes; what measures you are taking to disinfect the packages.
This way, you will be recognized as a responsible brand. Keep posting some safety tips on your social media profiles. Sometimes, a few comical jewels would do.
A hotcake of comical gems
I feel comical gems act as “sweet escape.” Since I am quarantined, I try to find the content to feel light.
Your customers want to break the cycle of anxiety when Tim Horton isn’t there to serve doughnuts.
Therefore, send them emails or post such content on your social media profile that serves as a “delightful drink and eliminates stress.”
Show your customers how empathetic you are
As the title suggests, compassionate brands will rule once the crises end. I’ve been receiving a plethora of emails from several brands. But those who showed compassion indeed won my heart. Sharing an email that I received from Nordstrom:
In this email, Nordstrom communicated three things:
- They mentioned that they care about the community hence closed their retail stores.
- They mentioned that they are operating virtually, and those who want to make a purchase can do so.
- In the second last paragraph, they talked about the impact a closure can have on the employees. Nordstrom mentioned that they’ll be providing employees with pay and benefits, which surely signifies, how responsible of a brand it is.
Another example I can quote here is of FitBit. They are on the infinite mission of making this world healthier:
In this email, they have shown their empathetic side by mentioning that they are doing their best to help the community.
If you see the highlighted part of the email, you will find them offering a 90-day free trial of FitBit premium. They are trying their best to ease the pain of lockdown.
“We are in this together” emails work like magic
I got a conventional email from a brand, offering 50% off. Perhaps you disagree with it, but at this moment where the world is facing such a massive crisis, sending these emails make no sense.
Why would I be interested in recreating my wardrobe when I am navigating the unknown? Think about it.
Instead of trying to entice me with such offers, they could’ve mentioned something like, whatever you will buy from us, a percentage of the profit will be shared with the coronavirus affectees. Perhaps I’d have given it a thought.
Now, let’s talk about customers’ responses to pushy (sales-centric) email campaigns:
I was playing Tweet, Tweet yesterday, and found dozens of unhappy customers there. A tweet that literally made me feel, businesses need to get serious about the word they spread was from Sean Donnelly. Before discussing further, look at this tweet:
Isn’t his Tweet enough to shake the so-called smarty-pants marketers?
What will be the consequences of your worst email campaigns?
- You will lose your loyal customers.
- Your customers will say that every cell of your body speaks for apathy.
- You will never be in the good books again
Now, let’s discuss those brands who are behaving quite sane. I came across another tweet, unlike the one I shared above, it contains appreciation for those brands that are showing the empathetic side:
The way she said, “huge respect to those who have closed their businesses” is everything. This whole thing proves that it is all about making a healthy relationship with the customers.
If you too don’t do that, you’ll be out of the clan pretty soon. Hope this blog served as an eye-opener, and you’ll come up as a responsible brand by altering your business practices.
If you like to add something more to this, feel free to comment. I’d love to get commingle of both negative and positive as it helps me learn more and tilt my way of perceiving things (if needed.)