Email Communication During the Pandemic

As the COVID-19 pandemic is changing the way the entire world works, companies are adjusting their communication strategies. When it comes to emails, you need to take a serious approach to changing some of the tactics and taking advantage of COVID email marketing tips.

Let’s look at little closer at which elements of email strategy during the COVID-19 epidemic should be adjusted.

Sending a COVID-19 Email

Do you need to send a special email related to the pandemic? Even if your business isn’t affected by the current situation, it may be a good idea to send an email anyway. People all over the world are suffering the consequences of the virus. Your clients may need your support.

The pandemic is impossible to ignore. However, sending an email shouldn’t contribute to the panic. Just the opposite, the message should be aimed at calming and reassuring the receivers. Ideally, the email should contain useful information for your customers.

•         Updates about your business.
•         Information about buying products or using your services remotely.
•         Resources to take advantage of during the pandemic.
•         Information about staying safe in your stores of facilities.

If your company has to take a break during the pandemic, don’t disappear from your client’s radar. Send a COVID-19 email saying that you are sorry for the unexpected interruption and communicate your plans for future operations.  

Capitalize on Clarity in Your Email

One of the worst side effects of this pandemic is large amounts of unnecessary and fake information attacking consumers from all angles. Many people already adapted to this barrage of poor-quality data and started ignoring everything that looks like another panic-driver.

That’s why your email must look more legitimate than ever. Try to avoid changing your sender name and using capital letters in the subject line. Be clear and focused on the theme of your message.

Keep it simple:

•         Changes due to COVID-19
•         Our reaction o COVID-19
•         What we are doing about Coronavirus
•         What to expect from us during Coronavirus

Try to keep any promotional efforts out of your COVID-19 email.

Adjust Your Brand Voice

During these trying times, being overly happy and chirpy may not be the right choice. Since many of your clients are likely to suffer financial issues or health problems, you need to adapt your voice to their needs.

Don’t try to be overly optimistic or pessimistic in your emails. Since there isn’t enough information about the pandemic prospects, you don’t want to turn out wrong. Don’t make forecasts. Simply stick to the facts.

While happiness and chirpiness may not be a good way to go, gravity is also out of the question. Try to keep your emails neutral and fact-focused. The tone should be calm and objective. Avoid any statements that may contain anything related to the panic.

Your recipients will note the change in your brand voice and understand the reasons behind it.

Share What You Are Doing

Many large companies are joining forces to fight against the pandemic. Even if you aren’t planning to donate large amounts to research or buy thousands of medical masks for hospitals, you are likely to be doing something on the local level.

Share what your company is doing to fight against the virus. Even if it’s just such local measures as cleaning the office and facilities, setting special hours for visitors over 65, and providing sanitizers.

Include your actions in your COVID-19 email and keep sharing them in other messages whenever applicable.

Email Marketing During Coronavirus

Email marketing during a crisis requires a special strategy. You need to rethink the following components:

1. Content

Review the content you are about to use in an email with the pandemic in mind. Can this information be interesting to the client?

While everyone is stuck at home, content is a powerful weapon. However, if you manage to offend or upset the recipient by talking about making large investments or traveling abroad, your email is likely to end up in the trash folder.

Create useful COVID-19 related content that can benefit your clients. Keep it related to your products and services even if you are forced to stop operations for the time being.

Don’t focus your content on any one product. During the crisis, it’s possible to end up being out of stock.

2. Sending Time

The pandemic forced changes upon many consumers’ schedules. Some don’t spend time on the commute to work. Others are focused on numerous online conferences and meetings. Due to that, you may need to establish a new sending schedule.

Since the majority of your clients are staying at home during the lockdown, you may adjust the reminders and follow-ups as well.

3. Transparency

Clear communication and operation transparency have always been on the email marketers’ agenda. During the crisis, you need to put emphasis on honesty and clarity. If you are about to run out of a certain product, make sure to inform your clients about this issue in advance.

Don’t hesitate to be honest about the problems your business is experiencing during the pandemic. Always be ready to apologize for delays and offer replacement products. If you face delays, send regular email updates about the delivery progress.

COVID Email Marketing Tips

Let’s review important COVID email marketing tips to use during this crisis:

•         Take full advantage of offers, sales, and promotions. While people are likely to be experiencing financial problems, any help could be highly appreciated.
•         Avoid using any images related to travels or large group gatherings.
•         Don’t send emails unless you have something clear and specific to share.
•         Segment your email list before sending COVID-19 emails. Not all of your recipients may need the information.
•         Offer valuable educational emails to support clients during the lockdown.
•         Remember that all countries are affected differently. So adjust your emails based on your clients’ geography.
•         Communicate any changes in your work related to the pandemic clearly.
•         Focus on offering and promoting remote services.

Final Thoughts

The coronavirus pandemic is the time to add creativity to your email marketing campaigns. Even if your company is suffering losses, you can reap the benefits of a powerful brand awareness strategy.

Take this time to adjust your email marketing tactics, cleanse your email lists, work on clarity, and help your local communities.