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?  

A1: It’s important to first determine what your brand can contribute that’s of real value to customers and audiences during a crisis. Sending an email that doesn’t offer something positive or helpful to readers could actually hurt your relationship with audience. #CMWorld

— Killer Visual Strategies (@killervizcomm) March 31, 2020

A1: One example where #email can be good during a crisis: we use it a lot for internal communication, making sure our associates know what’s going on and that we’re responding to our audiences in a consistent way. #cmworld

— Mike Myers 🤠 (@mikemyers614) March 31, 2020

A1: If customers legitimately need to know how to continue to do business with you. Has anything changed? Do they need to take any action? What short-term and long-term impacts do they actually need to know about? #CMWorld

— Jill Golden (@_goldengrams) March 31, 2020

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?

A2: Be sensitive and don’t force your marketing. If it doesn’t feel right, don’t do it. #CMWorld

— Jennifer Baker | Social Media Trainer (@JenniferBakerCo) March 31, 2020

A2: If at all possible, attempt at a personal connection. We know we’re in this together, but it would mean more if I knew who was speaking to me. Ex: “Hello, this is JK from CMI, emailing you from my couch (next to my dog) to let you know-insert message…” #CMWorld

— Joseph Kalinowski (@jkkalinowski) March 31, 2020

A2: It should be written in an empathetic tone. Meaning, see things from their perspective. Don’t talk down to them. Don’t tall about yourself (brand) too much. Talk about the customer. #CMWorld

— Emilie Moreland (@writtenbyemilie) March 31, 2020

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?

A3: For me you should not be under or over communicating. You should know what your clients want. If you don’t then ask them. Communicate with them that shows that you have a relationship with them. #CMWorld

— Wayne Hendry (@ideakid88) March 31, 2020

A3.
Balance is important. I tend to lean to the side of caution… which means under communicate.
Too much seems pushy to me.
And – to know… ask a few people how they are feeling.#CMWorld

— Bruce Mayhew (@BMCtrainercoach) March 31, 2020

A3: Ask yourself, would my message add unique value? Or would it just create more noise?

It’s important to remember this is a GLOBAL pandemic. Everyone is affected and we’re experiencing information overload. #cmworld

— Jess Dobson (@SheSpeaksSocial) March 31, 2020

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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