The COVID-19 crisis poses many challenges for every business direction, including email marketing. Many brands are at a loss, trying to figure out how to adapt their current strategies. The most often asked questions are Do I have to send COVID-19 messages at all? What do I say? How often to send? What changes to make?

The answers depend on your company type. The key priority of frontline industries (health care, medical supplies, food and essentials, delivery) is to respond to the growing demand without losing the quality of the service. And promotion and new product releases take only second place, if any at all.

On the other hand, other companies (traveling, events, luxury goods, outdoor entertainment) may face a decline in interest or a complete loss of it. Which doesn’t mean they need to stop all the communication. Although at the moment people are unwilling to spend on certain services, the interest will be back after the crisis is over. And those brands who manage to keep the conversation going through uncertain times will be able to take advantage of thirst after post-stress relief.

What Email to Send During a Crisis

As of today, you’ve probably sent one or more COVID-19 messages notifying your customers on store closure, working hours, shipment policy or any other important information. And that’s enough.

Don’t bombard people every day, telling something like We’re in it together. We care about your health. We care about your safety, We’re here for you, etc. It’s expected that you do it on a regular basis. Such messages are mostly long, boring and meaningless.

To retain the customers during the crisis, your emails need to deliver value. Ask yourself: Is there anything in my messages that can be of use to my audience in these circumstances? If the answer is not much, consider adjusting your email strategy and include in it the following campaigns.

Helpful, Informative, and Useful

I’m not saying you need to start a fundraising campaign or donate all your income to fighting against COVID-19. However, think what’s in your power that you can make to help people make it through.

Tell About:

• Temporary access to previously gated/paid information;

• Links to external useful resources;

• Discounts for frontline workers;

• Partnerships and collaborations aimed to generate anti-crisis solutions;

• Cash back on essentials;

• Online masterclasses/workshops/webinars/in-home classes and training/Q&A;

• Volunteering and help for seniors.

Empathy, involvement and social commitment are the biggest trends in current marketing. Pretending there’s nothing going on and continuing the old strategy is the wrong move that will definitely affect your brand image.

Of course, you may and should keep on promoting your products, but such promotion should resonate with the situation. Consider pausing your campaigns with now irrelevant offers (outdoor activities involving social interaction and physical contact, luxury goods, vacation-related services, etc) and adapt the rest meet new needs.

Encouraging and Emotional

Today, we see words as COVID-19 cases, death toll, prices on the rise, unemployment, uncertainty, isolation everywhere from social media to TV news. Looks like coronavirus is the only topic discussed by politics, celebrities, athletes, and influencers of all kinds. Such a unidirectional focus can't but contribute to concern, anxiety, and stress.

As far as possible, try to encourage your audience by sending good vibes and motivational examples. And there are actually plenty of them: businesses and individuals donate to fight the crisis; health workers fight for every life; scientists run tests of vaccines; designers and creative agencies come up with original campaigns promoting social responsibility; members of local communities find new ways to support each other; the environment is undergoing positive changes, etc.

Tell About:

• Good news;

• Fun self-isolation stories;

• Creative activity on social media;

• Positive environmental stats;

• How people thank healthcare workers;

• Local volunteering.

Entertaining

As the quarantine lockdown continues for the fourth week, we run out of all possible ideas on what to do in a 10x10 room. Help your subscribers by giving some ideas on how to fight the boredom and monotony.

Make sure your suggestions are applicable to the major part of your audience. Advice should be easy to follow without too much gear, extra products or skills.

Tell About:

• Flash mobs and challenges;

• Gamified content;

• Lists of music/movies/programs/books/games/resources to keep people busy;

• Free downloads;

• Podcasts;

• Virtual tours;

• Craft projects that require minimum equipment;

• Self-care routine;

• Home re-decor;

• In-home activities;

• How to celebrate upcoming Easter at home.

Note that some people may live in an apartment on the tenth floor, so a family dodgeball championship isn’t the best idea. At least not for everyone. And your task is to deliver value to as big part of your following.

The crisis is the time when it’s especially important to live to your values. In your email campaigns, show people care and support you’ve repeatedly declared in the past, and deliver as much value applicable to the current situation. Keep on promoting your products and services but make it related to what’s going on around. Sooner or later, the crisis will be over, but your behavior during it will be remembered. And it would determine people’s resolution to keep on interaction with your brand.

Thanks for your attention! Have a nice day and stay safe!