Email Marketing in the COVID-19 Era

We spoke with experts in email marketing to get insight. We've complied a list of key takeaways. Click here to check out the full webinar

Be a human being

When creating email copy, be authentic, be genuine, and show that you care with words and deeds. Now is not the time to talk about what you do and your product, show who you are.

Steer clear of over-used language that seems to be fake sympathy: "Out of an abundance of caution," "Uncertain times," "We're in it together."

Maintain customer relationships

Now is a good time to practice good customer marketing with communications that are focused on maintaining the great relationships you already have. Think about how your brand can add value to your customers.

Move away from emails that are all about new client acquisitions. The exception is if your solution is something directly related to helping people out during this time.

Agility is key

Your content calendar security blanket no longer exists. The environment we're in is changing at such a rapid pace. That great advice you read last week, it's not relevant this week.

Your "big picture" is no longer months in advance, it's days, maybe a week. Realize the control you once had isn't there anymore and put yourself in the position to quickly change plans if there's a better option.

Keep you brand sentiment positive

Now is a good time to practice good customer marketing with communications that are focused on maintaining the great relationships you already have. Think about how your brand can add value to your customers.

Move away from emails that are all about new client acquisitions. The exception is if your solution is something directly related to helping people out during this time.

Include specifics

When you receive an email from a restaurant telling you they're taking action by sanitizing all surfaces, that doesn't hit home. Were they not doing that before?

People respond well to specifics. Tell them specifically what you're doing outside of your normal routine. And, if you don't have anything specific to share, consider not sending an email. Don't send an email without anything to say.

Show you're the expert

In times where the outside world is changing quickly, you may be getting new direction from up the ladder every day. As the marketing expert, do what you can to think ahead of your bosses. Try to imagine where people are going to be in two weeks rather than where they are at this moment in time, and speak to the future.

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