on April 14, 2020
In a crisis, it’s easy to panic and start to send more and more email. It is a great tool so make sure you use it smartly and effectively.
COVID-19 Email Best Practices
Should you send one?
Yes, if your business has changed or if you are doing something different to help your customers. You can also show empathy, sympathy, and be positive. Include a personal note.
Should you reconsider sending one?
Yes, if your staff are working from home or if you have not emailed your subscribers in over a year. That can be a big unsubscribe magnet!
Ensure your content is genuinely useful
- Updated store hours
- Changes to your support policy
- New services (e.g. takeout or delivery service)
- Give back to your community
- Help your customers (e.g. waive late fees or give credit towards events)
- Pause regular promotions
KISS
Keep it simple and easy to skim. Use bullet points with buttons to read more on your site.
Review your automated emails
If you have automated emails going out, add a note.
What is a good schedule when things have not changed?
Be honest at the start and stick to that schedule. If you have not, let them know when something has changed or if you see a change in the world.
How do you email regarding non-essentials?
Don’t sell, especially when people are financially burdened. Tie into peoples’ coping strategies.
Focus on active subscribers
Use your segments to send only to active subscribers, leave the others alone.
During these record-breaking times of high volumes, the receiving servers will be even more heavy-handed about rejecting and filtering email, so keeping a lean, highly-interested list for your campaigns during this crisis is especially important.
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