The 2020 email marketing revival: strategies for effective communication during coronavirus

How COVID-19 has affected email marketing

The pandemic has significantly changed all aspects of business and social life. During lockdown nearly all in-person meetings and in-store customer-business interactions disappeared. As engagement moved online, email communication increased significantly as businesses relayed their changing circumstances to customers. Data from HubSpot suggests a 44% increase in emails being sent compared to before the lockdown. Email conversion rates are also up, with Multichannel Merchant reporting a 23% uplift in conversions in March-April compared with 2019.

Why existing marketing strategies aren’t working right now

Adaptation is a fundamental principle of successful marketing, and that’s truer now than ever. Companies that are failing to adapt their email marketing messages are failing to connect with customers. Firms like Marketo, have highlighted that conventional promotional emails have ‘fallen flat’ during the pandemic. Whilst Econsultancy relate a story of ‘Twitter mobs and criticism’ awaiting companies that are seen to be trying to profit from the pandemic. These reactions are backed up by direct consumer research undertaken by Twilio:

“Updating status during the outbreak seems like a publicity stunt” - 18-29 year old male



“[I’ve been put off by] Unhelpful or minor promotions that are not helpful during this time. - 18-29 year old female

Email marketing strategies to communicate with customers in 2020

So, if traditional email marketing practices aren’t working, what are? Brands that have successfully engaged with customers during the crisis have done so by adapting their message to the situation. They’ve also changed the tone, nature and content of their email marketing to reflect people’s experiences and needs during the pandemic.

Diversify to engage your audience

Now more than ever is the time to communicate a little differently. Econsultancy report on businesses building lockdown playlists, launching home workouts and sharing recipes in their email marketing. These may not relate to that business’ core products, but it helps build brand empathy – a feeling that we’re all in this together and it keeps brands current in consumers’ minds.

Adjust brand and tone

SendGrid have some good advice on email tone. Brands that traditionally employ a ‘cheeky or free-spirited’ voice need to adapt when discussing the pandemic. However, there’s also the risk of going too far the other way and you don’t want to make your subscribers anxious. A calm, objective tone works best at the moment. 

Highlight how you can help your customer

When times are difficult, people need businesses that will make their lives easier. Dave Charest, of Constant Contact says:



“Email marketing should address how you can make [the recipient’s] life better today, even if it is in a small way,” 



He goes on to say that the focus of email marketing at the moment should be positioning products and services to address new and changing customer needs, rather than broadcasting promotions and discounts.

Don’t email based on your existing segmentation

Existing segmentation data you have on customers won’t reflect their experience of coronavirus. Therefore you can’t rely on it to ensure you’re communicating appropriately to the right people. It’s likely you’ll be emailing the same messages to larger segments of the market at the moment. Your emails need to work for frontline keyworkers in the NHS just as much as they do for someone furloughed or another individual trying to balance working from home and childcare.

Give your customers something useful

Customers have different needs at the moment and you can use your email marketing to meet those. Stationery retailer Ryman, sent subscribers printable scavenger hunts, colouring templates and emails about home schooling and gardening. Package holiday comparison firm icelolly ran a ‘holidaying at home’ campaign featuring a children’s activity pack with quizzes and home activities. 

Use email marketing to inspire and energise your customers

Market research by Twilio found that 37% of consumers valued email marketing messages with inspiration and strategies to stay safe during the pandemic. They also found that messages about companies’ charitable activities ranked highly, as did opportunities for customers to take action and get involved themselves.

Avoid saturation and fatigue

Businesses should consider if the email they’re planning on sending needs to be sent right now. Customers are dealing with lots of messages and communications, from governments, businesses, friends, colleagues etc. and adding to that without purpose isn’t helpful. This is particularly true around Covid-19 and as Marketo suggest, unless you have some new information to share, such as a charitable campaign to help pandemic efforts, let your message wait for quieter times.

How your business can adapt your email marketing strategy

The most common theme we’ve seen in looking at how businesses are adapting their email marketing is to communicate empathetically and authentically. People want to hear how the businesses they interact with are helping them, their employees and their communities. It doesn’t matter if that means your communications look a little different in tone, style and content to normal. People will remember how you reacted and value useful interactions.

Help with your email marketing strategy in Exeter

Email marketing campaigns work best when they’re designed and delivered as part of a strategic approach to marketing. Now, more than ever, you want to be sending out valuable content that’s in-tune with your audience and meets their needs. We're a digital marketing and web design agency in Exeter and we can help with developing or delivering an email marketing strategy. To find out how, contact us in Exeter today and tell us about your business and your customers.