How to Adjust Email Marketing During COVID-19

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How to Adjust Email Marketing During COVID-19

Ken Bowden - Monday, April 6, 2020

During the COVID-19 pandemic, businesses across the globe are shifting gears when it comes to email marketing, using this platform to communicate a variety of important messages. If you are unsure of the kind of information you should include in your email marketing efforts, take a look at our guide.

Useful information to share in your email marketing during the COVID-19 pandemic: 

Taking your business online 

If your business can provide products or services during the pandemic without compromising the safety of your clients or overstepping regulations, you need to communicate this to your clients. Be sure to comply with any local regulations and only provide products and services that have been approved by your local government. You will need to inform your clients of your safety measures and communicate clearly what you can deliver and how you can continue with your operations. 

New communication methods and channels 

Due to the nature of the situation during COVID-19, your business might be expanding to include new communication channels. If you are engaging via webinars, podcasts or new social media channels, you should let your clients know so they can get access to your content and offers on all their preferred channels. 

Stand-out communications 

If you’re looking to make an impact, it will benefit your business to get creative with your branding or messaging during COVID-19. You can follow the example of popular companies such as McDonald’s, Burger King and Coca-Cola and adapt the visuals that will accompany your email communication to encourage social-distancing, self-isolation and staying home. Find ways to modify your branding to communicate your support for these health and safety measures. It will help you to stand out from your competition if they are sending generic communications.

Communicate special offers or discounts for essential workers 

If your business can provide special offers, discounted prices or anything that will make life easier for essential workers, be sure to include this in your email marketing. You can include shareable images with your information in your emails and ask your audience to share it on social media so it can reach a broader audience. Even if your business only allows essential workers to skip to the front of the line, you need to share this information with your audience. Your audience members may know essential workers who deserve some special treatment and share your offers or special allowances with those essential workers. 

Create special offers to encourage appropriate behaviour

If you have products or services that will make it easier for your clients to self-isolate, keep their distance and adopt better hygiene practices, create special offers around those products and services. This could include discounts on home-deliveries, special prices for protective equipment (like masks) and discounted rates for online interactions versus physical meetings (if meetings are even still allowed in your area). 

Be sensitive in the use of your designs and copy  

When creating your email content, be careful that you are not encouraging actions that could worsen the pandemic. Remove visuals depicting close contact like hugging or shaking hands and don’t encourage your audience to break the rules or take risky actions. 

Provide discounted or free access to your resources 

If you have valuable content that users can access online, now is the time to draw attention to it via your email campaigns and social media marketing. Many creators are offering free access to their content during lockdown periods. If you can provide access to your content at a discount or for no charge, it will help to show your audience that you are not just focussed on profit, but that your brand cares for its clients.  

A few general rules to follow when creating your email marketing campaigns during COVID-19 is to be sincere in marketing your business, be responsible for the content you share and create value for your clients through every piece of email marketing you share. 

If you need advice on your digital marketing strategy, including email marketing, social media marketing, web design, and SEO, contact us for more information. 


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