Five Steps for Leading Email Marketing Through Change and Crisis

Getting the right email marketing can be a challenge in itself, despite the abundance of resources and articles on how to resist.

From ensuring proper email targeting to thinking about how your topic will sound when read by Alexa, the list of best practices continues indefinitely. And while these are essential things to implement in an e-mail strategy, what happens when a global crisis happens and your e-mails are suddenly one of the last things a customer needs to think about?

As a marketing leader, your team and organization are waiting for your guidance, what is your response?

Do not reduce your marketing budget. Instead, think of them as actions that you should take regularly to help customers or potential customers who are struggling with the consequences of the pandemic. If you have a special offer, make sure it is really an offer to help, not a secret attempt to increase sales.

In March, marketing shifted its focus to conveying empathy, and while it is still important, we have now entered the stage of authenticity – the truth is now the most important tool at your disposal.

You need to understand the impact of the change on your marketing channels; identify the correct, empathetic and authentic tone; and implement the guidelines you’ve developed in your program.

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An E-mail will always have a unique function and opportunity, even during a pandemic.

This is because email is the most reliable and trusted marketing channel. It’s a proven way to connect with your customers, show them that you care, and make sure you stay with them for a long time.

That said, marketing budgets are changing and moving from face-to-face to virtual events. Overall, 65% of advertisers say the increase in COVID-19 will drive media spending to focus on ways that can deliver immediate results.

Due to the constant pace of change and uncertainty, it makes sense for brands to close some marketing channels and focus more on reputable marketing programs, such as email and content marketing. These programs are now essential as marketers seek direct connections with new customers and maintain relationships with existing customers.

Again, this is no time to increase sales, and customers are still listening carefully and learning. They pay close attention to every social post, marketing email address, and transcript you publish. Your email text can make or break your brand because of extreme scrutiny.

Your goal for the coming months should be to retain subscribers, create new relationships and maintain authenticity at all points of contact so that when you are ready to buy again … you are the most important.

Five practical tips

There is a big difference between understanding the change in the economy and knowing that it should impact your marketing efforts and knowing how to change your approach to email marketing.

However, by prioritizing email in your mix of marketing channels, you can create personalized experiences, provide better customer service and reduce social distance; this strategy is mainly known as the email approach.

Follow five practical steps to ensure your email program is effective and provides authentic experiences consistently.

  1. Adapt to change and act quickly

Collaborating with remote teams can be challenging, but it must be mastered to be successful. All of your email optimization solutions should encourage collaboration and help automate and streamline email testing.

Ideally, you should integrate tools with your email service provider (ESP) to reduce the previous steps and avoid wasting time between different products.

  1. Embrace authenticity

Each email you send, whether based on transactions, automated or exclusive to the sales team or customer service, must have the correct tone and content.

While an empathetic tone is still appropriate, authenticity must be present at all points of contact to show customers that you would rather be honest than make a sale. This statement is always true, but considering everything that is happening in the world, a poorly worded email can be enough to lose a loyal customer forever. And even in less difficult times, winning a new customer is 16 times more expensive than keeping the current customer.

Save costs and use the time to engage with customer retention tactics – monitor your automated email, segment your email based on customer activity, and use email to win customers’ hearts, even if they don’t is winning your business.

  1. Make every email perfect

The soul of every email marketer suffers when they need to send the “Oops, we made a mistake” email; however, it is not really time to send one.

Your email program is the most important way of working to build and maintain relationships; emphasizing the importance of sending only high-quality emails that reach your inbox, creating a personalized experience.

  1. Don’t skip the steps

The email creation process, including creation, collaboration, testing and analysis, and the ability to view all of your marketing emails, has never been more important.

The more apps and devices you can view emails to see the experience that subscribers offer, the better.

It is also the time to include as many people as possible in the collaboration process so that key stakeholders in the organization can review, review and approve an email before clicking send.

  1. Create relevant and personalized experiences

To have engaging email experiences, you need to understand the challenges your subscribers face in adapting to the new work-life balance.

Dive deeper into analytics than regular clicks and open rates. Also see the times of the day your emails are read, how long they are read and what they do after reading. Use this information to get closer to your customers, increase campaign engagement and improve the performance of your overall media mix.

After all, due to what I call the “performance phase”, you can learn about other marketing initiatives about analyzing an email program’s insights:

  • Does a particular geographic area have a slow reading speed?
  • Didn’t you have the patience to read an entire email? Perhaps LinkedIn posts are better for them.
  • Or maybe a particular campaign has gone so well that it’s worth becoming a media campaign as well.

We are facing an economy without patience: everyone is busy, overloaded with messages, and does not have time to research mountains of content. Keep posts relevant and personal, but get to the point.


The relationship with the customer is at stake: do not interrupt your email marketing campaigns, make sure you get it right.

Keep your company, your customers, and the email marketing community in mind to set the right tone, stay sensitive and authentic, act and then share the wealth of knowledge where and when you can, and provide educational information and resources.