5 Tips for a successful email marketing strategy in times of crisis

Published on 19/05/2020 by Chiara Casse and Sonia Navarrete

Having a good email marketing strategy during the coronavirus crisis is always a good choice to increase the volume of your business. If you are looking for examples and suggestions for email marketing, in this article we will help you focus on the main steps for a successful email marketing strategy.


However, there may be circumstances where not everything is going well and you are facing times of crisis, such as the COVID-19 emergency. Now more than ever, every company must implement all possible strategies to avoid the failure of its communication policies.

Even in these times of crisis, the web represents a primary tool to be used to attract new customers to its brand and involve those already loyal to it. In fact, people are now spending most of their time at home and they are connecting more to the Internet for information and entertainment than ever before.

Therefore, SMEs re targeting improved email marketing strategies that are adapted to this difficult environment and that are aimed at delivering the right messages. Email marketing software is a great help for entrepreneurs to communicate even in times of business crisis.

Discover our tips and examples of email marketing below to carry out a successful communication campaign during the pandemic.

5 tips for email marketing in times of crisis

  1. Control email automation flows so you don’t send messages out of place
  2. Suggest the best way to take advantage of a product and/or service at home to your customers
  3. Provide the right materials to make the most of your company’s services
  4. It’s time for storytelling: tell the story and values that underpin your work
  5. Build motivational and reassuring messages for your audience

1. Check email automation flows to avoid sending messages out of place

For a good email marketing campaign, companies can activate the so-called automation flows, with which they can automatically send set messages when certain events occur.

Examples of email marketing can be the welcome messages when a new user subscribes to the email list, the expiration messages to a subscription or rather the messages sent to their subscribers with the activation of a new promotion.

However, in an emergency context, some of the emails sent automatically with automation streams may seem out of place (or even in bad taste). Therefore, it is advisable to check this system and delete messages that do not fit the current scenario, in order to create others that are more appropriate to the new needs.

2. Plan your emails by suggesting the best way to take advantage of a product and/or service at home to your customers

If, due to the coronavirus, you are unable to make new sales due to the closure of factories and stores, make your customers feel that the company is still present in their lives.

To do this, also in this case, use email marketing and communicate with your audience during the corporate crisis: design emails that contain suggestions or useful tips to make the most of the service or product, even at home, preparing columns and ad hoc content to further engage and retain the users who follow you.

3. Provide the right material to make the most of your company’s services

Another tip is to send some materials to download and insert the reference link.

These materials can be discount codes or brochures that are related to some products and can be used when the customer is able to go to the physical store again store and new promotions in-store begin again.

These examples of email marketing can help you to, not only attract your customers now but also to increase their confidence and appreciation in the near future, as they will be able to buy what interests them at a more advantageous price.

In addition, you can also use email marketing to send out new brochures on new products that are about to be marketed, for example, to increase interest and anticipation in your next reopening.

4. It’s time for storytelling: tell the story and the values behind your work

In a context like the one caused by the coronavirus, email marketing is also an excellent tool to bring the company closer to the public and what better way to do it than telling a bit of your story?

Create a message without a strict promotional purpose, but one that explains the values that are the basis of your work.

Talk about your beginnings, the reasons that led to the birth of your company, the relationship with your employees and everything that can reduce the distance between the public and your brand and, above all, make customers prefer you to your competitors.

5. Don’t forget the emotional aspect of email: build reassuring messages for your audience

Last but not least, pay attention to the emotional aspect of your emails.

The current emergency is guilty of creating a sense of anguish and frustration in many people, so if you want to increase the trust in your company, don’t just use email to sell.  Make sure that the content of the emails comes with messages of encouragement and reassurance, both for your user and for you the company in general.

In the end, when this period is over, the closeness and support you have shown to your customers will pay off.

Want to know more about email marketing strategy? Check out our list of email marketing software.

This article may refer to products, programs or services that are not available in your country, or that may be restricted under the laws or regulations of your country. We suggest that you consult the software provider directly for information regarding product availability and compliance with local laws.

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