How to make the most of email marketing during COVID-19

It’s been a couple of months since COVID-19 has taken a grip on our lives and our inboxes have been filled with hundreds of emails from a huge variety of senders, some wanted and many undesired.

Email marketing gives us the opportunity to connect on a more personal level and remains one of the main communication channels.

As charities are being forced to review their email marketing strategies we’ve come up with some tips to help keep a level head in these challenging times and send out carefully crafted messages.

Choose your email messaging carefully

Make your emails easy to skim and avoid long-winded text. Your subscribers are probably very busy, mentally overwhelmed and would much prefer a short concise and compassionate email. Use the right tone and sensitive and positive language. It’s important to find the right balance between a positive and uplifting message that also does not add to the fear and negativity.

Amend your content wording and tone. Everyday buzzwords we usually use might be perceived very differently than they were before this crisis.

Send emails that add value in this stressful time

Send messages with gratitude to appreciate their continued support with inspirational messages of hope that gives your audience peace of mind, reignites their passion for supporting your charity and establishes a sense of community around your mission, work, and programs.

Be open and honest about impact

The widespread closures and heavy demand for services are having a deep impact on charities both large and small. Describe the actions you’re taking and have taken to deal with the situation and be transparent with your supporters. Be honest and explain how your charity has been affected and how it is having a direct impact on your mission.