During a crisis, your email communication can make or break your business. Even more importantly, it can help, hurt, or confuse people.
You can’t just ignore a crisis when it’s affecting your audience. With the outbreak of the 2020 Novel Coronavirus, email communication about the virus skyrocketed.
In fact, 12% of emails sent on March 12, 2020 from AWeber’s email marketing platform talked about Coronavirus and communication about the crisis doubled.
Here is an 8-step checklist to guide you through creating sensitive, thoughtful emails during the Coronavirus crisis.
Your audience expects to hear from you. Don’t wait to communicate important information.
Waiting too long can negatively affect your brand reputation and also confuse or stress your audience. They may assume you don’t care or that you aren’t taking the situation seriously.
Take time to think about how the crisis is having a direct impact on your community, customers, and followers.
Pause insensitive marketing campaigns — like contests or humorous content — and unnecessary events — like in-person workshops or conferences.
Your customers, prospects, and community want to know what you’re doing to support the health, safety, and well-being of the community.
Ask yourself the following questions and consider addressing these questions in your email marketing communication:
Businesses that take action to help those affected by the crisis will connect with their audience on a deeper level. People want to do business with brands who genuinely care.
Consider taking the following steps to help your audience during the crisis:
You could come across as insensitive and unaware of the impact the crisis has on the world and your direct customer base.
Use a serious tone in your emails — even if this isn’t your typical brand voice.
If your product or service is in high demand due to the crisis, don’t raise your prices. While this is a smart practice in normal times due to the law of supply and demand, it’s insensitive and unethical during times of crisis.
Communicate regularly with your audience throughout the crisis. Don’t be afraid to change how you’re addressing or handling the crisis and update your audience with new information.
Your audience may be stressed, upset, or in danger during this crisis. Make sure they know you care about they’re well-being, health, family, and friends.
If you own a physical store or run an event, explain how you will keep them safe during the crisis.
Need specific examples? Here are a few emails that sensitively and effectively communicated during the Coronavirus.
In this email, course creation platform Teachable explains how they’re preparing for the Coronavirus and how customers will be impacted.
They also offer their platform for free to government and healthcare organizations helping fight the Coronavirus and to educational institutions affected by the Coronavirus.
Basepaws, a company which provides at home DNA test for cats, sent a sensitive and effective email addressing the Coronavirus.
Here are a few things that made this email effective:
In this email, the Traffic and Conversion Summit conference communicates their decision to postpone their conference due to Coronavirus. They also share a social hashtag which their audience can follow to get the latest updates.
In this email, Tröegs brewery explains how they have initiated safety precautions at their brewery to protect staff and employees.
This content was originally published here.