How to Adjust Email Communication to the COVID-19 Crisis

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    Keiko
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    We are all tired of all this coronavirus 2020 data – stats, numbers, precautions, charts, self-isolation tips, and gloomy predictions. However, the circumstances dictate other terms, and as marketers we have to deal with it.

    This post is how we see the situation based on the two-week market observation. Like with anything else, uncertainty is a word to describe what’s going on in the marketing world. Some COVID-19 practices are worth mimicking, and we hope they would help you move in the right direction.

    Email Marketing Advice on COVID-19

    1. Send only important COVID-19 updates.

    Don’t send for the sake of sending. We’ve all seen enough of COVID-19 in our Inboxes, social media feeds and… actually everywhere. So don’t add to the tension with another Coronavirus urgent!! subject line. Reach out only if you have really important news that affects your work operation, shipment, return policy, etc., for example:

    – store closure;
    – changes in online order management, if any;
    – changes in-app orders;
    – changes in price policy;
    – possible problems with delivery due to a high demand or transport restrictions;
    – volunteering services you might be offering for seniors;
    – assistance programs to customers in need, etc.

    2. Revise the content of automated emails that were scheduled before the crisis.

    Take a look at the campaigns included in automated workflows and answer the following:

    – Could they seem inappropriate to some recipients?
    – Do they promote things the least relevant right now?
    – Do they contain subject lines or copies with words or emojis that may seem inappropriate: hugs, kisses, high fives, handshakes?
    – Do they contain other sensitive words – crisis, virus, disease spreading – used in a figurative sense?
    – Do they contain any challenges/tasks involving physical contact or outdoor activities? For example, now isn’t the best time to announce a challenge Hug 100 friends in a minute.

    3. Avoid long text-only copies.

    People won’t read ten-paragraph emails that do nothing but remind of the sender’s existence. Don’t write to simply make self-apparent statements (We’re in it together. We care about you. We care about our staff. We’re here to serve. Isn’t this how you always run business?). Your content should be helpful, informative or entertaining.

    4. Consider pausing your promotional emails or reducing the sending volume.

    Yes, the decision may be hard to make but is necessary to adjust your marketing strategy to the current situation. Take a look at the categories of your products, and if they have not much relevance to the nowadays situation, pause the corresponding sending.

    Other useful sources:
    https://esputnik.com/en/blog/rules-compose-emails
    https://blog.hubspot.com/marketing/covid-19-benchmark-data

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