Here Is The Coronavirus Email You Should Send To Your Customers Right Now
Email Marketing is what I do. Here's what you should do.
Coronavirus is here. People are freaking out. It's going to get worse. How do you keep customers active? Sales flowing in?
These are big questions in a time of crises. They may sound insensitive. But we all need keep the lights on and pay the bills.
What marketing actions can a business take?
Why Listen to Me?
I’m a brand strategist. I've worked with creative teams on projects for Nike, The CW Network, Upworthy, THX, Specialized Bicycles, Umpqua Bank and more.
I’m also a marketer. I've created and managed e-mail marketing campaigns to millions of subscribers for companies like NBC Television, Lucasfilm and other companies you've probably heard of (and many you probably haven't).
I even wrote a short ebook on email marketing. (It's free to read on line and download.)
This is what I do. But enough about me. Let's talk about you and the challenge of keeping customers coming in the literal or digital front door.
F.U.D.: Fear, Uncertainty, Doubt
Playing on consumers' fears is the oldest marketing trick in the book. Don't miss out! Don't be a victim! Buy this or you'll be sorry!
It may work in the short term, but your image (your brand) and your business will suffer in the long term.
When the coronavirus pandemic ends, and it will eventually, you don't want to come out of it as one of those businesses customers hate because you went with F.U.D. instead of helping them.
Reassure And Educate Your Customers
You have a once-in-a-lifetime opportunity to calm. To reassure. To educate. Things you can normally do, but have a stronger impact and heightened attention during a crisis.
Your helpfulness is what customers will remember. It's what they will tell their friends and family about.
You want to come out of this as a business customers trust to do right by them in a crisis. Here's the first step you should take toward that goal.
Here Is The Email You Should Send To Your Customers
This is the email I am recommending my clients send to their customers. Copy and paste part or all of it. Change the words to better reflect your business. Or use this as inspiration to write your own original version. Then send it to your customers.
The email consists of five parts:
Intro: Acknowledge the crisis and express empathy.
Second paragraph: State your beliefs, your mission, values and responsibilities during the crises.
Third paragraph: Steps, if any, you have already taken to address the crises and ensure customer safety.
Fourth paragraph: Steps, if any, you will be taking to address the crises and ensure customer safety.
Fifth paragraph: Express gratitude for being a loyal customer and optimism about the future.
Copy This Coronavirus Email Template
Subject Line: A Message to [company name] Customers
I want to personally let you know that as the world grapples with the enormous challenge of the coronavirus pandemic (COVID-19), our hearts go out to those who have been impacted.
At [company name] we believe Our Mission and Values include the safety and well-being of customers like you. Science-based information from leaders and health authorities will continue to guide us as we take measures to ensure your safety.
Over the last few weeks we have taken precautionary steps to keep our customers safe, including [steps, if any, you have already taken, including cleaning, training employees, protocols, etc.].
We'll be taking additional steps in the coming weeks, including [steps, if any, you will be taking, including a coronavirus update webpage, dedicated social media channel, increased cleanings, increased employee training, etc.].
Thank you for being a loyal [company name] customer. It's an honor to serve you. We appreciate your understanding as we continue to navigate this situation and take new precautions as they are needed. We'll be sure to let you know when we do.
Sincerely,
[company leader]
Good Marketers Copy, Great Marketers Steal
I don’t mean steal like rob a bank; I mean they take lots of ideas, remix them and make them your own.
For more ideas on how to reach out to customers during the coronavirus crises, look to what other companies are sending you.
Your inbox is probably being bombarded by emails from every company you've ever given your email address. Mine is, I'm even getting them from businesses I've never heard of. A yacht dealer in Florida? Whatever.
No one owns an idea, especially in marketing. So borrow and mix up the words in the coronavirus emails you are getting and use them in your own coronavirus email.
Hi, I’m Keith Monaghan.
I’ve created and managed e-mail marketing campaigns to millions of subscribers for companies like NBC Television and Lucasfilm (yep, the Star Wars people).
My work as a Market Researcher has helped creative teams with projects for Nike, The CW Network, Upworthy, THX, Specialized Bicycles, Umpqua Bank, and other companies you may have heard of (and many you probably haven’t.) You can learn more abut me and my work here.