| The recent financial turmoil in USA has caused a | | | | - Educate customers with financial tips during |
| lot of anxieties in many business sectors; it is said | | | | economic recession. |
| to be one of the worst financial crisis ever since | | | | - Measure the response rate to gauge the |
| the 1930's great depression. Banks and financial | | | | effectives of PR campaign |
| institutions are overwhelmed by panicky | | | | |
| customers' enquiries about their investments, | | | | Features of Email Marketing |
| savings and insurances. This is the time that | | | | - Personalization: This feature offers a personal |
| frequent communications with customers are | | | | touch by addressing the customers by name |
| necessary as customers need assurance that | | | | which helps them feel that they are not neglected |
| their investments, savings and insurances remain | | | | by the organization during the crisis. |
| safe and sound. Besides advertising on newspaper | | | | |
| and relying PR campaigns for communication, | | | | - Scheduling: The scheduling function allows PR |
| what other tool is effective for such situation? | | | | personnel to preset the email delivery time in |
| The answer is Email Marketing, a cost-effective | | | | advance so that they will have better control |
| and immediate communication channel to | | | | over the schedule. |
| communicate with the customers. Generally, email | | | | |
| marketing is thought to be the marketers' tool | | | | - Multiple list broadcasting: The PR article can be |
| but it is also an effective tool for PR during crisis | | | | broadcasted to the media and customers |
| management. | | | | simultaneously, saving PR personnel time and |
| The benefit of using Email Marketing can be | | | | effort for other critical tasks. |
| summarized as follow: | | | | |
| - Update customers on organization's status to | | | | - Tracking: Online tracking allows PR personnel to |
| prevent any damage to its public image. | | | | check the response of the delivery. They can |
| | | | | take alternative actions for those who have not |
| - Distribute last-minute information to customers | | | | open the email. |
| as its turnaround time is shorter than other | | | | |
| traditional media. | | | | The above list is not exhaustive, if you are |
| - Update customers with timely news to minimize | | | | interested to find out more about what email |
| any negative impact that may arise. | | | | marketing can do for crisis management, try out |
| - Restore customers' confidence by emailing them | | | | the demo here, it is free for 60 days with full |
| a weekly article from a financial expert or adviser. | | | | functionalities. |