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Writing an Effective Coronavirus Email

Posted by Mike Donnelly on Mar 25, 2020
Mike Donnelly


Apparently my inbox isn’t the only one that’s seen a deluge of #CoronaEmail” over the last few weeks. We’ve rounded up a few lessons on #CoronaCommunication for you from Twitter. There’s some good take-aways to be had and a few laughs as well. If you happen to be called out by any of these twitter users, don’t feel bad, we’re all figuring this out one day at a time. So let's get started...

Be relevant

@CranialCollapse summarizes the basic Covid-19 update email formula below:

Screen Shot 2020-03-24 at 9.51.32 PM

This kind of email can be helpful if it's relevant, but it's only relevant if I actually know who you are.

Segment your list

Segment your list to isolate who’s active and who will find your email relevant. With retail shops and conference halls shuttered, many businesses are suddenly feeling the need to fire up their email marketing, but this isn’t the right content for a re-engagement campaign. If you blast your whole list, you’ll likely just end up annoying people and hurting your deliverability when you need it most.


If you’re not careful, you might find yourself getting caught in #CoronaCleaning

Be human

People appreciate humanity…

But only if it seems authentic...

Only offer to help, if you actually have something more than just a product to sell. People on your list may be sick, stuck, broke and literally hurting right now.

Be empathetic

Everyone’s under a little bit more pressure than usual right now and trying to shore up their own business but that makes it even more important than ever to think about who’s on the receiving end of your email and how they might take it. This pandemic will hopefully be over sooner than later, but bad memories can last a long time.

So what should you do? @GoodMarketingHQ did a great job of breaking down an effective coronavirus update email from Levi’s below:

We’d love to hear your thoughts on how best to communicate during this time. Stay safe and wash your hands!

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