{"id":22778,"date":"2020-10-20T18:37:57","date_gmt":"2020-10-20T13:07:57","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=22778"},"modified":"2020-12-24T10:19:35","modified_gmt":"2020-12-24T04:49:35","slug":"email-marketing-strategies-in-sfmc-amid-covid-19","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/email-marketing-strategies-in-sfmc-amid-covid-19\/","title":{"rendered":"3 Crucial Ways SFMC Email Marketing Strategies Are Evolving Due to COVID-19"},"content":{"rendered":"\n

There\u2019s no sphere of the human experience that the COVID-19 crisis has not touched.<\/strong><\/p>\n\n\n\n

Apart from the obvious medical, political and social implications, the pandemic has also changed the way we shop, consume and conduct business. This means that many organizations that relied on more face-to-face customer interactions in pre-COVID days are now realizing that they need to pivot to other more subtle means for sales, marketing, and even customer support. To this end, email marketing is assuming even greater importance than ever before.<\/p>\n\n\n\n

Research from paved.com<\/a> shows that in the last three weeks of March 2020, global email open rates increased by 21%.<\/strong> Other research<\/a> has also found that between March and April, open rates were up 26% compared to the same time period last year. They also increased by 21% compared to the earlier pre-pandemic months of 2020. Equally important, attributed revenue from email is also on the rise<\/strong>. While brands were generating $8.5 million dollars per day through email marketing between January and March, revenues had shot up to $14.3 million dollars per day via email between March and April. One reason for these trends can be attributed to the human need for connection \u2013 which email marketing can provide. Consequently, this is driving people to appreciate \u2013 and therefore open and engage with \u2013 brand emails, especially those that make an effort to connect with their customers in \u201cnon-salesy\u201d ways.<\/p>\n\n\n\n

The most high-performing brands understand this, and are creating effective email marketing campaigns with the help of some evolving strategies and their ESP of choice \u2013 Salesforce Marketing Cloud (SFMC).<\/a><\/p>\n\n\n\n

So what are some of these strategies that the brands are adopting, and how does SFMC provide support? <\/p>\n\n\n\n

#1: They choose their audience wisely<\/strong><\/h2>\n\n\n\n

As they (try to) cope with today\u2019s unparalleled circumstances, consumers\u2019 lives and needs have changed very rapidly, and their buying priorities right along with them. The only way to fulfil these priorities is to find new ways of engaging with them by first understanding who they are. And for this, subscriber segmentation is critical.<\/p>\n\n\n\n

Subscriber segmentation allows brands to understand the needs of a specific customer base, and align their email marketing strategies and messaging towards fulfilling those needs. Segmentation also supports a brand\u2019s objectives around email personalization.<\/p>\n\n\n\n

Email marketers and Salesforce email specialists<\/a> have multiple segmentation options in SFMC:<\/p>\n\n\n\n