Companies should avoid brand opportunism during the outbreak.
This article states some measures to adopt while implementing email marketing amid the coronavirus pandemic. Email could be used to share specific updates like services and measures to keep consumers safe during the pandemic.
Where applicable, the article suggests informing consumers about alternate delivery options through email. Re-directing users to a brand website helps in addressing consumers' queries on coronavirus. Further, marketers could create a FAQ page dedicated to COVID-19. Crafting emails with clear and precise language allows overcoming email fatigue.
The author cautions brands against re-engaging consumers, as it can appear to be distasteful and inappropriate during the outbreak. Marketers should avoid irreverent jokes during the pandemic, instead craft emails that create a sense of positive feelings among consumers.
[10 minute read]