The Pandemic Inbox

Email Marketing That Keeps You Out Of The Trash

The coronavirus outbreak has changed the face of, well…everything. We’ve talked previously about reassessing your messaging during the pandemic (you can find that blog here), but the content of your email marketing efforts also needs to be addressed. If you don’t already have an email marketing strategy, let us also point out that it’s a low-cost, high-return option that keeps your communication lines open when you’re physically distanced from your audience.

As it stands, people don’t have the energy or desire to deal with the bulk of sales-forward emails being pushed their way. Let’s look at how to approach email marketing during coronavirus to stay connected to your audience and out of the trash. 


What TO send:

There are several things people are looking for in their inbox, including:

Accurate and reliable information. If you’re a retailer, up-to-date details around stock availability, adjusted hours, location info, curbside or delivery options, etc. needs to be shared. So much is in flux that letting your audience know where things stand is appreciated and builds brand confidence. Nobody likes showing up to a storefront during operating hours to find out it’s unexpectedly closed. 

Service & support. Your audience is likely dealing with new concerns during coronavirus. Try to put yourself in their shoes to understand those concerns and demonstrate you’re doing your best to address them. Even something as simple as the New York Times putting a simple recipe made with pantry staples as their featured dish in a Daily Briefing email shows insight and understanding of their audience’s needs.

Community and connection. We could all still use a dose of messaging that reinforces that we’re in this together. Even better if you can provide a way for your audience to feel connected or help one another. Zapier did a great job in a recent email we received at making readers feel like they were important guests for an upcoming webinar using messaging about “saving us a seat!” and how they “can’t wait to see us there.” When so many are feeling isolated, these phrases that engender feelings of inclusion are powerful. 

Positivity. There’s no shortage of negative headlines. It’s a tough time for a lot of people, and your audience would appreciate some good news. If you’re not sure what you can send that’s good news, just thank your audience for sticking with you through this tough time. It’s always good news to hear that you’re appreciated.  


What NOT to send:

Don’t make light of the situation.
We know you love to use humor as a defense mechanism (who doesn’t), but now just isn’t the time. With sweeping unemployment and the death toll reaching over 100,000 in the U.S. – it’s just too soon. If you’re making light of something that is bringing your audience grief (you’re a jerk and) you’re going to lose them.

Don’t encourage people to discount health advice. As much as we wish this was a given, it’s not. Don’t encourage people to ignore the CDC social distancing recommendations or require that they do NOT wear masks (like this bar). Not only is it in poor taste, it’s irresponsible.

Don’t send generic, boring emails. This email has the opportunity to be the highlight of your reader’s day. With human interaction pushed into digital spaces for so many, emails have the opportunity to build a sense of connection with your audience like never before. 

If you’re ready to take your email marketing to the next level, drop us a line! Or sign up for our newsletter below if you’d like consistent examples of high-quality content in your inbox.