Periods of crisis—such as the COVID-19 pandemic—can disrupt businesses overnight. From sudden shifts to remote work to changes in services and operations, uncertainty becomes the new normal. During such times, staying silent can do more harm than good. Clear, timely email communication helps brands stay connected with customers and employees, even when physical interaction isn’t possible.
Crisis emails are essential when your services are impacted, when you have important updates to share, or when you’re involved in meaningful initiatives such as offering online services or supporting community efforts. The goal isn’t promotion—it’s reassurance, clarity, and trust.
When handled thoughtfully, crisis email marketing helps customers stay informed, reduces confusion, and strengthens long-term relationships. Here are some practical tips to ensure your crisis emails get opened, read, and appreciated—even during uncertain times.
Send the right message at the right time.
1. Email content:
Your customers are already dealing with a lot of stuff, so make sure your emails are up to the point. Don’t send it just because everyone else is doing it. Include important content in your Email and be precise. Your main motive is to make sure that your client receives the message that you want them to know. Make sure your email reflects your real emotions and is personalized that helps to build loyalty and strengthen customer relationships.
Consider the below email from Shapeways, the email content is precise and the overall message reaches their customers.
2. Email design
Email design plays a huge role in getting your email opened and read. Many companies are sending emails that are packed with chunks of content, unformatted text, and plain email design. Your email should be in such a way that your customers that get the message at a glance.
Consider this below email from Quest Diagnostics. The important content is highlighted, the email also puts light on the services provided by them during this pandemic.
3. Include a note about the crisis in your newsletter
Your customers should feel that you care about them and sending a message that says so will make your customers feel more connected.
So make sure you include a note about the crisis in your newsletter.
Consider the below email from…
4. Postpone your scheduled campaign
There might be some promotional campaigns that you might have scheduled prior to this crisis that do not make sense in this current environment. For eg. Promoting a discounted holiday campaign or social gatherings during the ongoing crisis comes across as an uncaring and ignorant from your side making your customers unsubscribe from your emails.
5. Review your automated emails
These emails can be easily forgotten as you may have scheduled them earlier that do not make sense at this point of time. For eg. When a customer buys your product online and you send them an automated email that says “Redeem your points by visiting our store” comes across as unconcerned and that goes against the WHO guidelines.
Take a look at your every automated email- promotional or transactional for its relevancy, content, usefulness, and service.
6. Spread Joy and delight
When so much of the emails and messages are filled about depressing COVID-19 updates and news, try to run campaigns that help your customers digitally.
For example,
- Giving a free online medication session
- Free telephonic consultations
- Investment Webinars
A business’s willingness to adapt and grow during this crisis will help it during a crisis. During this difficult time make sure you keep your customers first and sales later. Make sure you provide service with ideas, discounts, free shipping or just great content. Try to ease the current crisis by helping those in need of your help. Juvlon team is doing their part by giving their customers 20,000 Emails for free. Along with this, we are also providing free ready to use crisis communication templates. Create your free account now!