Email in the Time of Coronavirus: How to Market During COVID-19 the Empathetic Way

March 23, 2021 2 minutes read

If you have received an email from a brand you subscribe to about Covid-19, you’re not alone. And with the constantly changing rules and regulations regarding overall business, the odds are you have received multiple emails from the same company regarding their stance and how you, the consumer, can still interact with them, the company.

So in a time where digital communication is the safest, and sometimes the only, way to communicate with customers, let’s go through a few best practices for email marketing right now.

Be Responsive, Not Reactive

In the first stages of any crisis it is normal to be reactive with your approach where decisions are made more on emotional factors, but taking a reactive approach in an evolving environment will have you always playing catchup. A responsive approach, where a business takes some time to assess the situation and how it affects the business as a whole, will help alleviate some stress on your employees and also set your business up for having a planned, strategic approach for the situation at hand. Your approach could easily change as details emerge, but as long as your approach to those changes is thought out and strategic then you are setting yourself up for success.

The Dont’s

We’ll get to the do’s in a minute, but first, we want to make sure we’re all on the same page about what mistakes to avoid. The world is in a strange place right now, so we need to be more empathetic than ever with our marketing.

The Do’s

Overall market what you can to who you can, but if you can’t optimize everything you can take time to be ready to market again.