Adapt your e-mail strategy to coronavirus situation

Adapt your e-mail strategy to coronavirus situation

Now we are living through uncertain times with unclear present and unpredictable future. We are all concerned about our lives, health, businesses. And it may seem that it’s not the right time to focus on such topics as E-mail Marketing.
But still, E-mail Marketing is an important part of business, and it can’t be ignored even within the given scenario. Marketers and business owners have been adapting to these unprecedented circumstances for several months already.
If you want to keep your business afloat, you shouldn’t leave your e-mail strategies aside now, you should optimize them accordingly.

We gathered some recommendations on how to hit the right tone in writing marketing e-mails during the crisis.


  • Be authentic

Create honest and authentic e-mails. Provide your subscribers with a clear picture of your business state. Outline all challenges your business may face due to the pandemic, don’t give dead promises, set customers’ expectations.

  • Make a plan

Think things over and compose some flexible templates that you might easily change or adapt to various scenarios. Create some contingency e-mail templates, as well as evergreen ones.

  • Consider the changes, identify needs

It’s crucial to understand that your recipients may have different priorities during a crisis. You should find them out and take them into account. Some subscribers may not need your e-mails right now, whereas others may need absolutely different content.

  • Manage your automated e-mail campaigns

You should monitor the current situation. Make sure that your automated e-mails reach the recipients that need these messages from you. Check your campaigns and find out whether they are properly set by asking yourself some questions: do your messages provide value, would you like to get such an e-mail as a customer, is the info you offer useful, etc. If your answers are negative, then you should stop these campaigns or replace them with more relevant ones.

  • Maintain contact with your customers

Even if you don’t have anything to offer your customers right away, you shouldn’t just disappear, keep in touch and show that you are still at play and open for business. Maintaining the contact can ensure that you won’t miss a situation when your customers happen to need help that you are able to provide.

  • Be empathetic and inspirational

You should pay attention to the problems your customers are facing today and look for ways to help them solve these problems.

  • Be informative and relevant

Provide a timely update on the services that are in high demand due to the current situation. Additionally, you can offer information on online options and alternatives that might assist and simplify business processes during a crisis.


  • Don’t be thoughtless

Don’t send your message for the sake of just sending one, take the time to create a carefully thought-out content.

  • Don’t be promotional

The global pandemic is not the right context for promoting or advertising your products and services. It will look like an attempt to benefit from a tragedy. Instead of pushing your services in order to make money, focus on proper communication with your clients, share useful information, tips, resources that might help your subscribers.

  • Don’t treat the situation as a new opportunity

Even if you see a lot of new opportunities to grow your business due to the pandemic, the current situation should in no way be seen like that. Your clients will reveal that you are trying to thrive on other people’s misfortunes. At best it will result in distrust of your business, at worst it will lead to tarnished reputation and customer churn.

  • Don’t flood your subscribers with “coronavirus e-mails”

Today everyone is being flooded with messages providing coronavirus-themed information. Most of them even contain duplicated ideas. Users receive more letters than usual from companies that they may not hear from regularly. You shouldn’t follow this example; you should send highly relevant and helpful e-mails at the time when your customers need them.

Remember, we are all in this together. We are all going through challenges. And if we start to listen to each other, help each other, delivering value, then together we will cope with a crisis and build a successful future.