Good morning, Marketers, and what’s the strategy for engaging customers when the products or services you’re selling are temporarily unavailable?

In speaking recently with Tourism Ireland, and hearing about how they retooled their approach when travel became impossible, three important stages came into view. Luckily, they also begin with “R” for easy recall.

Reset: Acknowledge the situation transparently.

Reassure: Communicate that the product or service will be back up soon.

Recover: When delivery is back up, nurturing those customers you successfully retained in the top funnel during the crisis back through the newly recovered sales channels.

The Recovery will depend on how effectively you execute the first two R’s.

Chris Wood,

Tourism Ireland bets on marketing partnership with new documentary to bring back tourism

Integrated campaign, and good customer data management, all combine to get "Ireland" ready for February premier.

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Step-up your ABM game in 2022

ABM enables marketers to focus their efforts on accounts with the greatest ROI potential through insightful and personalized marketing programs. MarTech’s “Account-Based Marketing Tools: A Marketer’s Guide” examines the market for these tools and the considerations involved in implementation. This 46-page report looks at why B2B companies use ABM software and describes the key elements of successful ABM strategies and the capabilities ABM tools provide. It also compares leading vendors.

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Unlock the science of email deliverability and optimization

Part art. Part asset. All awesome. Download MarTech’s Email Marketing Periodic Table now to understand the elements that go into successful email marketing campaigns.

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How to leverage intent and engagement in the buying cycle

Applying intent data to buying cycles can help foster customer engagement.

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Constant Contact acquires Australia-based Vision6

Constant Contact will grow its presence among small businesses and nonprofits in Australia.

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Quote of the day: “It’s insanely easy to share out TikTok content to any DM platform or SMS. The concept that you need to try and keep people on your site/in your app is outdated and leads a negative user experience. Stop gatekeeping, make it easier for people to share.” Christine Johnson, marketing strategist

From Search Engine Land

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