I'm no stranger to writing about disaster preparedness and crisis management. I live in an area where we get hit with a hurricane every few years. And while we're in uncharted waters here with the COVID-19 Coronavirus, there are some things that marketers forget about doing in times of crisis, including the emails they have set up in their marketing automation tools.
I will leave it up to the medical professionals to discuss what needs to be done to protect yourself from the virus, other than to say it’s a very fluid and dangerous situation, so please take is seriously.
That said, marketers and business owners, here are some things you need to consider regarding your current and ongoing email campaigns:
Let’s talk about your tone: I received the above email March 12, and it's completely tone deaf. The subject line for the email I got from Spirit Airlines says it all: "Never A Better Time To Fly." And while I certainly understand that Spirit still needs to fill seats on its planes, maybe it could have come up with a better subject line considering the times?
In my favorite gaffe email of the day, also from March 12 (and I'm not taking political sides here; in fact, I get emails from both parties), our president literally invited me to dinner.
Which brings me to my second point: Please take a look at your marketing automation campaigns. It may be time to cancel some, tweak some of the copy in others, add some new ones, etc. We tend to set-em-and-forget-em, but unless you want to put a negative ding on your brand image, have a look at what you're sending out — especially in these unprecedented times.
I hope this helps. I wrote this quickly given the fluid situation surrounding COVID-19; there are many more things you can do as a marketer in times of crisis. Please be safe!
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