Question 1

Email marketing open rates are down at the moment. Should we be doing more?

Accepted Answer

Email is still among the most valuable communication tools. There are external influences reflecting the downturn in open rates, however as long as your content is valuable you should continue to send them out. Value is the key. Listen to your audience by the numbers and conversations you have, gear your content strategy to meet their needs.

Also, your unsubscribe rates are really important, it helps you understand your true audience. People have time to clear out their inbox, so don’t be too disheartened when your numbers start to decline.

Overall, don’t do the hard sell and keep it relevant and true to your brand.

Question 2

In a time of crisis has career progression gone out the window?

Accepted Answer

We don’t think so!

Don’t write yourself off, you can still demonstrate your value with clever documentation – bring your business objectives and KPI results to the forefront of your case. Articulate how you are truly adding value and what deliberate decisions you made to improve core business activities.

Question 3

What are some ways to build trust?

Accepted Answer

The most important thing is to keep your brand promise. Focus on the purpose that you’re delivering on and why your customers and users should keep coming back to you. Personal human experience is emphasised and easily recognised through video – messaging comes across more genuine and authentic from a champion and believer of your brand.

Question 4

What ways can we look at short term planning and being nimble?

Accepted Answer

Dive into your data! Recognise where the majority of your revenue comes from and focus on service delivery across the most effective channel based on your analytics. Localise with Google Ad spend, or segment your EDM messaging to suit the most engaged user lists or consumers geographically.

Get close to your CFO and technology team, talk about necessity. If there is a need to run lean for while, turn off what’s not working!

Question 5

How could you get started in ‘Agile’ methodology?

Accepted Answer

Get an understanding of everyone’s skills and their way of working. Develop your overall team goals. e.g. Always putting the customer first in decision making. Understand the value of a multi-disciplinary team structure or Subject Matter Expert (SME) teams. Work out whether Agile is the right delivery methodology for your business by researching it’s advantages. Read SPRINT Marketing for shorter iterative solutions: https://www.thesprintbook.com/ Or read an excellent overview of GOV.UK Service Manual on Agile delivery

OTM Outreach

Communications and Marketing during the COVID-19 pandemic – your questions answered

Video: Q&A with Lisa McNally, Zoe Pashley and Rachel Patterson

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