Email Marketing After COVID-19

Across the country, there’s a palpable sense of optimism: Following a long COVID winter, things are finally starting to go back to normal. People are getting vaccinated, government restrictions are being phased out, and people are resuming many of their normal activities.

For many business owners, this represents a significant shift, and an important chance to pivot. Following a year in which you encouraged your customers to shop online, order curbside delivery, or enter your brick-and-mortar store only while properly masked, your messaging now may look considerably different. For many companies, the message is simply this: Come one, come all! We’re fully open for business!

The question is, what’s the best way to get this message across, and to re-energize the clientele who may have kept their distance (justifiably so) over the past several months?

Using Email Marketing to Announce Your Reopening

One significant part of the equation is email marketing. If you haven’t already done so, consider sending an email blast to all the folks on your subscription list, simply letting them know things are back to normal at your brick-and-mortar location.

A few tips:

• Reintroduce yourself. Keep in mind that the people on your email list are likely previous customers and clients, but some of them may have stayed away during the COVID-19 lockdown. It may be worth offering just a couple of sentences to remind people of who you are, what you do, and how you can improve their lives.
• Explain where things stand. If your business really is back-to-normal, say so. Express your enthusiasm to see shoppers once more. And if you do have any ongoing COVID precautions in place, or if you continue to offer accommodations like curbside pickup and no-contact delivery, emphasize that, as well.
• Note your safety precautions. For some businesses, it might make sense to reassure customers that, even with COVID concerns tapering off, you’re still thinking about health and safety. For example, if you run a medspa, dental practice, or hair salon, you might mention that your employees have all been vaccinated and continue to wear masks.
• Sweeten the deal. If you really want to use your email marketing channel to entice people back to your store, there’s no better way to do it than with a promo, sale, or special offer. If you’re able to launch a promo or offer a discount, use your email list to announce it.

These are just a few tips to keep in mind as you use email to inspire your clients to return, and to revel in post-COVID optimism.