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Email Marketing During a Crisis: A Twitter Chat with the #CMWorld Community

No one wants a crisis like the coronavirus pandemic to happen. When one does, marketers are left to adapt in uncertain times.  

Our 2020 Content Marketing Benchmarks, Budgets, and Trends report shows most marketers – no matter how successful their content marketing program is – use email. But during a challenging situation, how do you know if your brand should show up in customer inboxes?  

We turned to the #CMWorld community for advice. What follows are highlights from a recent Twitter chat. 

When a crisis happens, what are some reasons a brand would want/need to send an email?  

What kind of content can reassure our customers during challenging times? What do they need to know? How can you make sure you do not come across tone deaf or opportunistic?

A steady flow of information can build trust with audiences. In unprecedented times like these, is it better for brands to under communicate or overcommunicate?

How has your content marketing changed amid the COVID-19 crisis? Has your strategy pivoted? Tell us in the comments below.

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