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C U S T O M E R C O M M U N I C A T I O N R O U N D T A B L E # 6
C O V I D - 1 9 S U P P O R T S E R I E S
A P R I L 3 0 , 2 0 2 0
P I V O T
Agenda
1. Opening Thoughts
• Dave Nieuwstraten, CEO
2. 5 Tips for Digital Marketing• Jenny Green,
Digital Marketing and Web Manager
3. Open Forum
• Jeremy Graves, President
A S K P I V O T . C O M
A S K P I V O T . C O MP I V O T
C U R R E N T R E C O V E R Y N E W N O R M A L
Digital is a perfect match for every phase
We want to know…
Nielsen says…
P I V O T
• When people are residing at home, it can lead to a 60% increase in digital content consumption.
5 Tips for COVID-19Digital Marketing
#1 Use different types of digital to reach your audience
P I V O T
• Digital comes in a variety of forms and users are consuming content across many of these platforms every day.
• Social Media• Search Engine Marketing• SEO• Email Marketing• Video• Streaming Media• And more!
Digitally reach audiences where they already are
P I V O T
• 45% increase in time spent on messaging services and social media.
• Streaming and gaming are up 40%.
• YouTube views are up by 21%.
• Internet related keywords have increased in searches.
• It is a great time to launch evergreen search campaigns.
#2 Don’t forget about email marketing
P I V O T
• Email activity is up 27%.
• B2B open rates are up 7%.
• B2C open rates are up 11%.
• Great because email has an ROI of 3,800%.
Email Marketing Tips
P I V O T
• Review tone, relevancy, and usefulness.
• Be concise and intentional.
• Choose your subject line words carefully.
Increased Email Response Rates During COVID-19 Compared
to Before the Pandemic Began
P I V O T
Bored25%
Delivery22%
Home18%Free
39%
Open19%
You/Yours25%
B2C WORDS
Free31%
Essential15%
Tips21%
Virtual24%
WFH22%
You/Yours22%
B2B WORDS
Email Marketing Tips
P I V O T Hot B2C Words:• Bored• Delivery• Home• Free• Open• Shipping• WFH (work from home)• Yes• You/Your
Hot B2B Words:• Essential• Free• Home• Insight• Online• Tips• Virtual• WFH• You/Your
AVOID these words in subject lines
• Urgent• Hurry• Critical• Serious• Alert• Rush
• Examine your tone, relevancy, and usefulness. People are looking for value, escapism, and the ability to be productive.
• Be concise.• Send emails on Tuesdays and
Thursdays at 11 am in your time zone.
• Use “hot” words and avoid adding stress
• Check any prescheduled content.
P I V O T
Bored17%
Delivery15%
Home12%Free
26%
Open13%
You/Yours
17%
HOT B2C WORDS
Free23%
Essential11%
Tips16%
Virtual18%
WFH16%
You/Yours
16%
HOT B2B WORDS
AVOID these words in subject lines
• Urgent• Hurry• Critical• Serious• Alert• Rush
#3 Be relatable and relevant in your messaging
P I V O T
• Avoid being too sales focused, instead, aim to drive brand awareness.
• Be compassionate and empathic.
• Share relevant updates, ways to be productive or entertained, community focused content, and messaging around recovery/reopening efforts.
P I V O T
• Communicate during peak traffic times by checking your Google Analytics, Facebook Insights, and/or Calix Marketing Cloud.
• Post within one hour of your peak traffic time of day.
• Don’t schedule your content out too far as things are rapidly changing and be ready to adjust your plans.
Be strategic with your messaging.
askpivot.com/COVID-19
#4 Don’t be insensitive in your communication
P I V O T
• Don’t use this as a chance to capitalize off people’s fears.
• Avoid using “COVID, Corona, Virus, Pandemic, Sanitizer, or Masks” in promotional messaging.
• Don’t be an alarmist.
• Check your tone and timing.
#5 Get digitally creative
P I V O T
• Messaging
• Creative
• Digital Experiences
Open Forum
https://info.askpivot.com/become-a-pro
Upcoming Events
P I V O T
Thursday, May 21 11 am PT/2 pm ETRoundtable #9: Connecting with your community through video
Thursday, May 7 11 am PT/2 pm ETRoundtable #7: Lessons learned to carry over, post-pandemic
Thursday, May 14 11 am PT/2 pm ETRoundtable #8: Smorgasbord – Topics from attendee survey
A S K P I V O T . C O M
