6 Smart Email Practices During a Crisis

In uncertain times, one of the most effective tools you have to build trust and provide clarity is your email newsletter. Whether it’s a power outage disrupting operations, regional unrest, or a logistics delay, email gives you a direct, permission-based channel to reassure, update, and guide your audience.

But with inboxes already crowded during high-stress moments, how you communicate matters just as much as what you say.

These 6 practical tips will help you send clear, respectful, and effective email updates during any crisis — and avoid eroding the trust you've built with your subscribers.

1. Make Your “From” Name and Preview Text Trustworthy

People are more likely to open emails from real humans or clearly identifiable senders. Avoid vague sender names like “[email protected]” and instead use something like:

Thuli from GreenServe [email protected]

And don’t forget about your preview text — that short line that appears next to or below your subject line in inboxes. Use it to reinforce clarity and trust:

“Get the latest update on how load-shedding is affecting deliveries in your area.”

Avoid default system lines like “View this email online” — they waste valuable space and reduce open rates.

2. Use Plain Text or Lightly Designed Emails

When people are stressed or seeking urgent information, they don’t want to download heavy graphics or navigate image-heavy layouts.

Instead:

• Use plain text or clean, minimal formatting
• Keep paragraphs short and to the point
• Avoid sending image-only emails — many SA networks block them by default

These emails not only feel more human — they perform better across mobile networks and low-bandwidth areas.

3. Limit CTAs and Stay Focused

This is not the time to upsell. During a crisis, your readers are scanning for clarity — not promotions or distractions.

Only include a CTA if it’s helpful or necessary:

• “Read our updated operating hours”
• “Find alternative contact methods”
• “See how this impacts your region”

Multiple buttons, banners, or offers will dilute your message and feel out of touch.

4. Segment Your Emails Carefully

If the crisis only affects certain locations, services, or groups — don’t send a blanket message to your entire list.

For example:

• Retailer with branches in Joburg only? Target Joburg subscribers.
• Delay affecting only online orders? Target ecommerce customers.
• Power outage at your offices? Only notify clients awaiting replies or meetings.

Segmentation shows that you respect your subscribers’ time — and helps reduce unsubscribes during tense periods.

5. Watch Your Deliverability Metrics Like a Hawk

During periods of high email activity, inbox providers (like Gmail, Telkom, or Vodacom) become stricter with filtering.

Here’s how to stay visible:

• Avoid sending to your entire database, especially to unengaged or outdated contacts
• Send in smaller batches over a few days, rather than a massive one-off blast
• Prioritise engaged segments first (people who’ve recently opened or clicked)
• Don’t ignore spam reports — even a small spike can damage your reputation

Your sender reputation is always at stake — but it's even more fragile during a crisis.

6. Review Your Automated Campaigns

While you're adjusting your main messages, don’t forget to review:

• Welcome emails
• Abandoned cart emails
• Post-event or donation thank-you emails
• Triggered birthday or milestone messages

Some messages that made sense last week might feel tone-deaf now. Ask:

• Does this content still feel appropriate?
• Could this subject line sound insensitive right now?
• Is the call-to-action respectful of the moment?

Temporarily pausing certain sequences may be the smartest decision.

Final Thought

In times of disruption, email becomes more than a marketing channel — it’s a bridge of trust. The way you communicate during a crisis will shape how subscribers perceive you long after the issue is resolved.

Keep messages clear, calm, and customer-focused. Send with empathy, segment with intention, and never forget: it’s not about what you need to say — it’s about what your audience needs to hear.