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Every brand faces lull periods, whether these are due to seasonal changes, economic periods or even just regular manufacturing cycles. While these times can be challenging, businesses can, and should, rely on a tried-and-true marketing strategy to help guide them successfully through various peaks and valleys: email.

Read on to learn the reasons why email is crucial for marketers to have in their arsenal during these periods and best practices to keep customers engaged during dry spells.

Email’s Edge During Down Times

Though a brand may not be able to promote new products or offers during these times, email marketing is still a very effective way to maintain the customer-brand connection. When customers see brand messages in their inboxes, regardless of their content, they are reminded that the company is still operating (albeit to a lesser degree) and still thinking of them as valuable contacts. This sustained email presence helps bolster customer loyalty, which is crucial for future conversions once the lull ends.

Additionally, when executed correctly, email marketing in slow times can be extremely effective in helping brands prepare for more successful sales cycles in the future. While the business may not be able to offer its usual products or services to its customers, instead, customers can offer something valuable to the business: feedback.  read the rest here

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