\n Stay Forward <\/h2>\n
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Best practices should be maintained in every marketing discipline even in times of crisis, so consistently applying email best practice should<\/em> give you a strong indication of how to proceed. (Note that “proceed” is unquestionably the key term here: email engagement is actually increasing during the COVID-19<\/a> and its widespread fallout.)<\/p>\n Inevitably, the fine details of email best practice are subtly shifting as the pandemic progresses\u2014as handily summarised by this Litmus webinar<\/a>\u2014but broad principles remain the same. Email continues to offer a personal, one-to-one communication relationship that other forms of marketing simply cannot match. That makes it a suitable medium to promote themes of community, support, and solidarity.<\/p>\n But alongside valuable information pertaining to changes in policy and business operations, recipients are also expecting a reassuring sense of “business as usual”. With that in mind, here’s our advice for your email marketing strategy as you pause to assess your upcoming campaigns.<\/p>\n Start by auditing all your email triggers, especially those for long-running campaigns that are essentially on auto pilot. That “Go out and celebrate!” subject line triggered by a birthday event may have seemed evergreen at the time, but think about using a more sober alternative for the time being. Review each and every trigger to make sure content is appropriate for the current climate, and consider suspending some triggers entirely if the campaign itself strikes the wrong note.<\/p>\n While you’re at it, look over your upcoming production calendar. Flag any campaigns that may seem out of place or awkward, as they may need to be adjusted. An email themed around “summer-time fun”, for example, should become “backyard family fun” or something similarly sensitive to the new normal<\/a>. Go over copy and content, check for out-of-place references, and inspect imagery closely. A stock photo of 10 friends huddled together at a sports event should be reconsidered!<\/li>\n\n
Review your current programs<\/h2>\n
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