![\"\"](\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Picture1-1-1024x444.png%201024w,%20https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Picture1-1-300x130.png%20300w,%20https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Picture1-1-768x333.png%20768w,%20https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Picture1-1-1536x665.png%201536w,%20https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Picture1-1.png%201706w\")
<\/p>\nUse this guide to avoid alienating your subscribers and damaging your reputation.<\/p>\n
During a crisis, your email communication can make or break your business. Even more importantly, it can help, hurt, or confuse people.\u00a0<\/p>\n
You can\u2019t just ignore a crisis when it\u2019s affecting your audience. With the outbreak of the 2020 Novel Coronavirus, email communication about the virus skyrocketed.<\/p>\n
In fact, 12% of emails sent on March 12, 2020 from AWeber\u2019s email marketing platform talked about Coronavirus and communication about the crisis doubled.<\/p>\n
<\/p>\n
Here is an 8-step checklist to guide you through creating sensitive, thoughtful emails during the Coronavirus crisis.<\/p>\n
Your audience expects to hear from you. Don\u2019t wait to communicate important information.<\/p>\n
Waiting too long can negatively affect your brand reputation and also confuse or stress your audience. They may assume you don\u2019t care or that you aren\u2019t taking the situation seriously.<\/p>\n
Take time to think about how the crisis is having a direct impact on your community, customers, and followers.<\/p>\n
Pause insensitive marketing campaigns \u2014 like contests or humorous content \u2014 and unnecessary events \u2014 like in-person workshops or conferences.<\/p>\n
Your customers, prospects, and community want to know what you\u2019re doing to support the health, safety, and well-being of the community.<\/p>\n
Ask yourself the following questions and consider addressing these questions in your email marketing communication:<\/p>\n
Businesses that take action to help those affected by the crisis will connect with their audience on a deeper level. People want to do business with brands who genuinely care.<\/p>\n
Consider taking the following steps to help your audience during the crisis:<\/p>\n
You could come across as insensitive and unaware of the impact the crisis has on the world and your direct customer base.<\/p>\n
Use a serious tone in your emails \u2014 even if this isn\u2019t your typical brand voice.<\/p>\n
If your product or service is in high demand due to the crisis, don\u2019t raise your prices. While this is a smart practice in normal times due to the law of supply and demand, it\u2019s insensitive and unethical during times of crisis.<\/p>\n
Communicate regularly with your audience throughout the crisis. Don\u2019t be afraid to change how you\u2019re addressing or handling the crisis and update your audience with new information.<\/p>\n
Your audience may be stressed, upset, or in danger during this crisis. Make sure they know you care about they\u2019re well-being, health, family, and friends.<\/p>\n
If you own a physical store or run an event, explain how you will keep them safe during the crisis.<\/p>\n
Need specific examples? Here are a few emails that sensitively and effectively communicated during the Coronavirus.<\/p>\n
In this email, course creation platform Teachable explains how they\u2019re preparing for the Coronavirus and how customers will be impacted.<\/p>\n
They also offer their platform for free to government and healthcare organizations helping fight the Coronavirus and to educational institutions affected by the Coronavirus.<\/p>\n
![\"\"](\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Screen-Shot-2020-03-13-at-1.50.32-PM-563x1024.png%20563w,%20https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Screen-Shot-2020-03-13-at-1.50.32-PM-165x300.png%20165w,%20https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Screen-Shot-2020-03-13-at-1.50.32-PM.png%20643w\")
<\/p>\n
Basepaws, a company which provides at home DNA tests for cats, sent a sensitive and effective email addressing the Coronavirus.<\/p>\n
![\"\"](\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Screen-Shot-2020-03-13-at-1.53.09-PM-485x1024.png%20485w,%20https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Screen-Shot-2020-03-13-at-1.53.09-PM-142x300.png%20142w,%20https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Screen-Shot-2020-03-13-at-1.53.09-PM.png%20540w\")
<\/p>\n
Here are a few things that made this email effective:<\/p>\n
![\"\"](\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Screen-Shot-2020-03-13-at-2.18.39-PM.png%20625w,%20https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Screen-Shot-2020-03-13-at-2.18.39-PM-216x300.png%20216w\")
<\/p>\n![\"\"](\"https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Screen-Shot-2020-03-13-at-2.24.40-PM.png%20610w,%20https:\/\/6elrmjmsbs335jwbeybarrry-wpengine.netdna-ssl.com\/wp-content\/uploads\/2020\/03\/Screen-Shot-2020-03-13-at-2.24.40-PM-188x300.png%20188w\")
<\/p>\n