This is what E-mail marketing of food retailers looked like in the days of COVID-19.
In part one of my blog series I already gave you an insight into email marketing before and with the start of COVID-19. In part two I would like to talk about the communication winners of the Corona crisis. These are clearly the food retailers in E-mail marketing. The frequency of the sent newsletters has remained the same, while the contents of the newsletters have been adjusted at the right time.
The large discounters Aldi Süd and Lidl sent out 19 and 16 newsletters respectively in the period from 1 March to 24 March. Edeka and Rewe sent out 13 and 12 newsletters respectively, and taillight Migros sent out 7 newsletters. The frequency of dispatch remained the same after 24 March.
Until 15 March, the contents of the newsletters sent were exclusively tailored to the offers and Easter specials and promoted the product range without mentioning the Corona crisis.
However, this changed with the deadline of 15 March. In the period from 16 to 20 March, the above-mentioned companies promised
Furthermore, the content of the newsletters changed for almost all of them to point out the new rules regarding: the keeping of distance in the supermarket and the maximum sales quantity of currently highly sought-after products and to ask their customers to refrain from hamster purchases.
Only Aldi Süd saw the opportunity and now prominently advertised Aldi's online offer at the top of the newsletter.
Food retailers are the beneficiaries of this crisis, simply because they must and are allowed to continue to supply people with food. But they are also winners because they have adapted their communications at the right moment and provided their customers with the right information.
My expert tip for you:
Stay flexible even in times of crisis, i.e. adapt your communication to the situation and thus provide your target group with the right information at the right time.
In contrast, there is an industry that did not manage this so well in the beginning and can therefore rather be counted among the losers. More about this in part two and part three of my blog series.
Stay tuned. Stay safe.