I am Course Tutor for the Institute of Direct Marketing's “Email Marketing – Beyond the Basics” for the next 2 days and it was a delight, as always, to hear John Ashton from Screwfix share some thoughts, this time on “email marketing in a recession”. He waved a copy of today’s Sun newspaper and it was filled with BIG discounts from BIG retailers – 20% off at Marks & Spencer, 25% off at Debenhams and 6 pages of offer-driven ads from Argos. In the face of all this, he warned, email marketers need to respond. Here are 3 of his observations that every marketer should act upon:
- Know what your customers are thinking – tap into forums, send them surveys and make sure you are in touch...are they deferring all spending plans for 6 months or just until Christmas.
- Remind people that you won’t be going bust – if it’s true. Whilst other suppliers are engaged in ever-more desperate measures to get sales, maintain your dignity.
- Focus on existing customers – if they have loved you in the good times they may well be prepared to love you through the bad times.
Interestingly, earlier today I dipped into an article from Lyris entitled “In this economy, its survival of the fastest”. Here’s a thought from them:
“Don't assume the plan you created in September is still relevant. It isn't. Right now, any survey on future purchasing intentions that's more than a week old is probably obsolete.”
Now what is spooky about all this is that as John was speaking I received an email from Howies a company I have bought from before, that seemed to echo all the things he and Lyris were telling us we're supposed to do. As a result I spent £50 with them 10 minutes later so maybe I should share the email they sent...talk about precient! (here’s the email on-line)
So, there is an email marketer who got my £50 in a recession by being relevant, engaging and timely. Let's hope they thrive in a recession - as well as Screwfix. And just as a compliment to John at Screwfix, here is a screenshot of a fantastic "persuasion device" he's put on their home-page...an offer with a countdown clock! Who said we can't be a little bit cheezy as well in a recession if it makes the till ring?
