5 Tips for Talking About COVID-19 in Your Email Campaigns

5 Tips for Talking About COVID-19 in Your Email Campaigns

You’ve almost certainly received an email referencing COVID-19 from everyone from your favorite online retailers to your pet groomer by now. There are numerous approaches you may use in your email campaigns.

Here are some tips.

1. Communicate Changes to Your Business

Certain industries are more vulnerable to the epidemic than others. If you’ve had to significantly alter your standard operating procedures, your consumers are likely to be interested in learning about it. You should use email to inform your clients about new social or charitable projects.

2. Collect Feedback from Your Clients

Many brands will employ email campaigns to communicate with their clients, but often overlook the opportunity to solicit feedback. Now is an excellent opportunity to start openly discussing COVID-19 with your consumers.

Never be hesitant to utilize your emails to elicit information from your clients on what they want to see from your business and the types of COVID-19 information they value. This type of information may be beneficial in developing new company procedures in the event of a pandemic.

For instance, if you run a service-based firm, you might ask your clients if they’re interested in migrating to an online platform such as Zoom. This is particularly advantageous if your small business provides classes, presentations, or consulting. If you are in the food industry, you may choose to inquire about your regular clients’ preferred method of order delivery, such as curbside pickup or contactless delivery.

Utilizing email marketing to communicate with your clients rather than simply delivering another generic COVID-19 email will assist you in maintaining engagement levels during this uncertain period. Benchmark enables you to build a survey within the platform and then attach it to an email via a link. This way, you can create, send, and view feedback from your clients in one location.

3. Disseminate Resources on How to Keep Your Clients Safe and Informed

If you manage a legal company, you probably don’t need to send frequent emails to your clients reminding them to wash their hands. If, on the other hand, your business is in the medical or even hotel industries, it makes more sense to share information on how to stay safe with them. Additionally, you may wish to give your clients with options for obtaining current knowledge about topics important to your organization.

4. Recognize When to Send

The reality is that not every COVID-19 email is required. You want to ensure that your email campaigns provide tangible, relevant content. If nothing has changed in your firm, there is no purpose to occupy space in your clients’ inboxes with an announcement. As always, your emails should provide value to the receiver; therefore, ensure that including COVID-19 in them does not detract from that.

Avoid unnecessarily discussing COVID-19 simply because so many other firms are. Avoid re-sending business updates, information, or resources that you’ve already sent, particularly if they’ve remained unchanged. Under no circumstances should you give medical advice unless your firm is in the medical industry. Avoid discussing how the epidemic has impacted your business particularly. Such as whether your employees are working from home or whether your firm is suffering. These factors affect all types of businesses, not just yours alone. Your clients are almost certainly hurting as well, so this does not come across as empathic.

5. Maintain a Consistent Email Strategy

While our lives have undoubtedly altered dramatically in the last six months, your email marketing strategy should remain relatively unchanged. Certain variances will exist, such as modifying the tone of your emails or adapting your content.

This is not the time to forget about the aspects that contributed to the success of your prior email campaigns. If your emails have traditionally included a combination of graphic and text elements that are readily skimmed, now is not the time to send a massive block of text.

What you can do, however, is continue A/B testing to determine the performance of subject lines containing or not containing COVID-19. This will also assist you in determining what topics your customers wish to hear about.

If you regularly send emails with embedded movies, there is no need to stop. You can construct a brief video, describing changes to your business or vital COVID-19 information that your clients should be aware of.

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