Whether it's a pandemic, a product recall, or negative publicity from a competitor, your next crisis could be right around the corner. In these situations, it's crucial to communicate with your customers promptly and effectively.
How you run your business during the good times is the only true predictor of how well your business will cope with the bad times." -- Keith J. Cunningham in The Road Less Stupid
The Importance of Regular Communication
If you're trying to send an urgent message to your email list, your efforts may be ineffective if your list has gone dormant. If your email list is stale:
your emails may bounce
people may unsubscribe
your message won't have the intended impact
To avoid this, it's important to communicate regularly with your customers so they're accustomed to receiving your messages.
Building and Grooming Your Email List
The most successful material handling companies prioritize building and grooming their email lists. By doing so, they're better prepared to deal with a crisis.
With 4 billion people using email worldwide, there's no reason not to take advantage of this powerful tool. So, if you're not actively building and grooming your customer email list, now is the time to start. Doing so will help you mitigate crises, increase your brand exposure, and boost your sales.