The Center for Disease Control (CDC) announced on May 14th that mask mandates and social distancing guidelines have been lifted for all vaccinated Americans. While it is a momentous occasion after more than a year of mask mandates, the New York Times notes that “the guidance came with caveats and confusion…(for) private companies scrambling to decide whether and when to update their rules.”
The role of digital marketers in the days and weeks following the news is pivotal–states and local municipalities still have their own restrictions, many of which will change dramatically overnight. Brands utilizing Movable Ink’s Key Messages Module can quickly and coherently update customers to these changes as they occur, ensuring that every consumer understands exactly what company rules and local guidelines dictate as the country moves rapidly towards normalization.
Updating Customers with Targeted Communications
The Key Messages Module allows marketers to quickly add a banner to their emails with real-time updates on their new COVID-19 policies or any other important news. Simply add the Key Messages Module block to your emails, add the relevant copy, and style to your brand guidelines. The banner can be shown or collapsed easily and edited fast as new information or guidelines are determined.
The Key Messages Module was widely adapted by Movable Ink clients as one of the most popular use cases during the early days of Covid-19. The app is powered by a blank pixel placed in the template and is then activated as needed by marketers to display relevant messages–even after an email has been deployed and is sitting in someone’s inbox.
Last year, REI and Hotwire used their Key Message Module to communicate changes to store policies or let customers know that high call volumes were delaying the customer service responses.
Now that federal mask and social distancing rules have changed, brands can use the same module to communicate any modifications to their policies in light of the new CDC guidelines. If stores want to continue mask mandates in-store, the Key Message Module can also help clarify that fact. The travel and medical industries–which still must comply with all COVID-19 guidelines–can especially benefit by reminding customers to continue following all pandemic guidelines. Brands can also target by location, changing the message by state or country to ensure the right message is presented based on where the recipient is located at time of open.
When brands need to shift marketing messages overnight, they call on Movable Ink to help communicate changes swiftly and effectively. You’ve remained agile during a period of chaos. It’s our goal to provide the tools you need to act fast and strategically to give your customers the best experience possible.
For more information on how Movable Ink can revolutionize your email and mobile marketing campaigns request a demo today.