How to Use Empathy to Create Effective Email Marketing Strategies During a Crisis

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By Ben Timlons

Empathetic Email Marketing during a Crisis

In a world full of uncertainty, markets fluctuate, political climates change and health strategies deviate. Marketers must voyage through this sea of chaos while at the same time trying to resonate with a diverse audience navigating their own personal trials. This article looks at the concept of Empathetic Email Marketing during a crisis, as presented in this article (source).

Bottom Line: Every e-commerce business owner will glean invaluable insight on how to convey brand integrity during any crisis. It offers practical tips tailored for sending out sensitive email communications to reach your audience more appropriately.

Predictably, the digital landscape and marketing techniques will continue to transform. With more brands striving to manifest empathy in their outreach programs, it’s expected that customized CRM tools will be the trend offering personalized empathetic interactions based on each customer’s unique profile and history. Now, let’s delve into the importance and best practices of empathetic email marketing in times of crisis.

Communicating with Empathy during Crisis

When your brand faces a crisis, whether on a local or global level, communicate with empathy. Your marketing strategies should embody flexibility and sensitivity to global issues. It’s usually best to pause your marketing promotions immediately after a crisis.

Mindful Distribution of Critical Information

Your audience depends on you for critical information during a crisis, but be mindful of the frequency, content and manner of delivery. Be sure to:

  • Use SMS sparingly as it’s a very personal channel.
  • Use email for crucial customer updates, but not too frequently.
  • Use social media for brand announcements and empathy statements.

Deciding What Information to Share

When business operations are affected by local or global events, you have to decide what information is necessary to share. Your goal should be to provide valuable information to your customers without overwhelming them. Prioritize need-to-know information, and always avoid oversharing or sending insignificant information.

Segmenting Your Audience

Segmenting your audience is a way to filter messages and communicate in a more effective and thoughtful manner. You can target specific groups, such as customers who have made a purchase in the last 90 days. This ensures you’re reaching those most likely to be interested in updates during times of tension.

Transparently Discuss the Impact on Your Employees

Transparency with your customer base also extends to discussing the crisis’s effect on your employees. If you’ve had to reduce your workforce during a crisis, inform your customers and include information on how you’re supporting your staff. It might take on a more humanistic approach that resonates positively with customers and accentuates your brand’s honesty.

Advise on How Customers Can Support Your Brand

During a crisis, you can encourage your customers to support your brand but remember to use sensitive language when offering discounts or incentives. Showing ways your brand plans to give back to your community is a better approach.

Audit Your Existing Content

During a crisis, it’s not necessarily business as usual for your email communications. Perform an audit of your regularly scheduled emails and make adjustments where necessary. It’s also vital to stay true to your brand’s voice and tone but ensure you’re as authentic and empathetic as possible in your communication.

Find Light in Dark Times

During a time of crisis, people often welcome positive distractions. Find small ways to delight your customers with uplifting content that strikes the right balance between lighthearted and compassionate.

Ask Your Customers What They Want

If you’re unsure of the right approach to take, ask your customers directly. This approach not only provides validation but opens a dialogue between you and your customer base.

Staying True to Your Brand is Key

Regardless of the crisis, staying true to who you are as a brand is the best strategy to employ. Being authentic, empathetic, and transparent with your customers will make it easier to navigate your business through the challenging times and when things eventually get better.