Email Marketing: Communicating with Your Customers During Times of Uncertainty
In times of uncertainty, communication is key—but only if it’s done with your customers’ needs at heart.
Right now, inboxes are bursting with messages from nearly every brand imaginable. It can be tempting to jump on the bandwagon and send your own emails. But before you hit send, pause and think carefully.
Stop. Step Away from Your Laptop
Avoid sending emails just for the sake of it. Instead, follow some simple, effective guidelines to make sure your message stands out for the right reasons—and doesn’t become a meme-worthy mistake.
Do: Be Specific About How You’re Supporting Customers
Customers want to know how your business is responding to the current situation. Go beyond vague reassurances—share clear details like:
- Changes to your services or products
- Adjusted store hours or capacity limits
- Possible delivery delays or low inventory
- How customers can contact you with questions
Make sure these details are easy to find, both in your emails and on your website.
Do: Offer Real Value and Support
You don’t have to be in healthcare to help your customers during difficult times. Many brands are offering free resources or educational content relevant to their audiences.
For example, gyms sharing free workouts, online classes from experts, or how-to tutorials from bloggers. Think about how your business can educate, entertain, or assist your customers—it’s a powerful way to show your brand values in action.
Don’t: Use This as a Re-Engagement Campaign
This is a period of heightened anxiety. Bombarding inactive contacts with pandemic-themed emails is likely to backfire, causing unsubscribes or public mockery.
Only send these messages to current, engaged customers who have an active relationship with your brand.
Don’t: Engage in Virtue Signalling
Simply stating your awareness of the crisis without concrete, helpful actions does more harm than good.
Customers want to see your brand living its values, not just talking about them. Empty statements about caring for employees or customers don’t comfort or inform and can erode trust.
Don’t: Pretend the Pandemic Isn’t Happening
While business goals remain important, ignoring the reality or sending “business as usual” emails risks alienating your audience.
Many brands have pivoted with sensitivity, offering products or services that address current needs, like comfortable home setups or cozy apparel with thoughtful offers such as free shipping.
Before You Send, Ask Yourself
- Is my message truly different from what customers are getting from every other brand?
- Does it offer something my customers truly need right now?
If you hesitate or the answer is anything less than an enthusiastic “yes,” hold off on sending. Your customers will appreciate your thoughtfulness—and your brand will benefit.