So, you see how we are in a state of collective crisis? This is the reason the role of email marketers has shifted too. Email is certainly the most powerful channel for creating connections and building trust. Therefore, if leveraged the right way, it can serve as a great marketing tool during a global crisis. However, make sure the emails you send are helpful, empathetic, and resonate well with the needs and values of your customer base. Here’s a look at the best email practices that can help you craft an impeccable email strategy during a global crisis.
9 Best Practices for Email Marketing During a Global Crisis
1. Be quick
It is critical to communicate important information as soon as possible. Remember, your subscriber base expects to hear from you in this trying time. So, if you wait longer or delay the conversation, it might have a negative impact on your brand. Your customer base might assume that you aren’t serious about the whole situation or you simply don’t care. Therefore, make sure you are quick in your approach and don’t confuse or stress out your subscriber base.
2. Deal with compassion and consideration
We all know how COVID-19 is having a direct impact on society and the community around us. So, as a marketer, you must keep this in mind and show some compassion and consideration towards your subscribers. In this context, you can stop sending insensitive email marketing campaigns such as any kind of contests or funny content. In addition, you should also avoid holding any unnecessary events such as conferences or in-person workshops.
3. Let your actions speak
Actions speak louder than words. This is the time you can prove it by informing your customer base about what you are doing to fight this global crisis. From health and safety to the overall wellbeing of the community, you must throw light on every aspect of the support you are providing through your email content. Wondering how you can do that? Try answering the following questions for your customer base. Take a look.
- How have you improved cleanliness and hygiene across your workplace?
- What steps are you taking for the protection of your staff and customers?
- Are you looking to change your operations time?
- How has the crisis disrupted your customer services?
- Are there going to be any delays in product delivery?
- How are you connecting with your customers?
- How can customers extract the information about how you are handling and combating the whole of the crisis?
4. Lend a Helping Hand
You can connect with your customers on a personal level by lending a helping hand to those who need it the most. It wouldn’t only help your brand emerge as a business which genuinely cares but also strike a deep chord with your customer base. You can do the needful by leveraging any of the below-mentioned points. Take a look.
- Start by creating a relief fund for affected people. You can even leverage your subscriber list and make good use of it by trying to crowd source it for donations.
- Educate your customer base and keep them updated about the crisis through educational and engaging content. It will help them deal with the crisis in a better way.
- Make your products available for a discount or for free, if possible.
- Make extensive use of your products to help the victims of this crisis.
5. Write in an empathetic tone
Tone matters, always. Especially during such adverse times when people might be distressed and anxious, empathy is the only thing that makes sense. Remember, people from your customer base might have fallen prey to this crisis or even worse, lost their loved ones to it. So, make sure your email campaign relates to the grief this crisis has brought. You can do so by crafting your emails in a tone that brings forward a well balanced, thoughtfully structured, and empathetic content.
6. Avoid cashing out on the crisis
Taking undue advantage of the crisis is not only insensitive but unethical too. Hence, even if your product or services are in high demand because of the crisis, avoid cashing out the whole situation and do not raise your prices. Sure raising your price is a smart strategy by the law of demand and supply. But that applies during normal days, not when the world is going through a pandemic. To put it in other words, a global crisis is not the right time to think about sales or ROI of your campaign.
7. Be consistent with your communication
Regular communication is the key to maintaining your brand image during these tough times. So, make it a point to connect with your customer base on a regular basis. From updating them about any new information to letting them know how you are handling the crisis, you can do it all. However, make sure you avoid sending any unnecessary emails. Instead send emails that are straight-forward, compassionate and resonate with your customer’s current situation.
8. Do not include your whole database
You must know emails related to Pandemics or any global crisis don’t come into the category of transactional emails. Therefore, stop sending it to everyone, especially those who have not interacted with your brand for a while or have unsubscribed years ago. Doing so might land your emails into spam folders and create deliverability issues for you. Segmentation is the key here. It would help you send emails to those subscribers only who are actively involved with your brand and can relate with what you send. Email list management is the most important aspect in this context.
9. Let your subscribers know that you care
Your subscriber base might be going through a lot of emotions. From stressing out to being downright upset or even in danger, the whole situation can be overwhelming for them. This is the time to let them know that you care by asking about their health, well being and how their friends and family are doing. If your business owns physical stores or is into running events, let your customers know about the strategies you are implementing to keep them safe.
During uncertain times like the Coronavirus pandemic, you can stay in touch with your customers through email marketing campaigns that are thoughtful and humane in approach. As mentioned above, try sending emails that are empathetic and compassionate while being helpful to your customers. Remember, content can make or break your brand. A far-sighted email campaign is the need of the hour to create everlasting connections and building trust. Remember, these are challenging times and you must let your subscribers know that you are with them in this together. After all, when the going gets tough, the tough get going.
Stay safe, stay well and above all, stay home.
****Chris is the Director of InboxArmy a Professional email marketing firm that specializes in providing email marketing services from production to deployment. He has worked directly with Fortune 500 companies, retail giants, nonprofits, SMBs and government bodies in all facets of their email marketing services and marketing automation programs since almost 2 decades.****