Should I keep sending marketing emails during a crisis like a lockdown?

Yes, but shift the focus. Prioritise clear updates about how your business is affected, and look for ways to add genuine value rather than pushing sales. Staying present matters more than staying promotional.

What happens if I pause all email communication during a lockdown?

Extended silence increases the chance that subscribers forget your brand. When you reappear in their inbox after a long gap, unsubscribe rates tend to rise and some recipients may mark your email as spam, which damages your sender reputation.

What kind of content works well during a crisis?

Practical updates, helpful articles, short videos, or any content that fits what your audience is actually dealing with right now. The Daily Maverick adding crossword puzzles during the COVID-19 lockdown is a simple example of meeting your audience where they are.

Home/Blog

Why Customer Communication Matters Most in a Crisis

Going silent during a crisis is a gamble most brands cannot afford. This post covers why staying in touch with your database during uncertain times builds trust and reduces the risk of losing subscribers for good.

3 April 2020how-toimportant-announcementsuncategorized

As COVID-19 and the lockdown put pressure on every part of business, one thing should not stop: talking to your customers. Many business operations have paused, but your customer relationships do not have to follow.

Here are three reasons to keep communicating with your database right now.

No one wants to be left in the dark

There is already enough uncertainty to go around. Do not add to it by leaving your customers guessing about how the lockdown affects your business. Send a clear update covering what has changed, what stays the same, and what that means for them.

One practical note: inboxes are full of these updates right now. Make yours worth opening. A specific subject line, a useful detail, or even a small gesture of goodwill can set yours apart from the rest.

Offer a little value

Most people have more time on their hands and less to fill it with. That is an opening for your brand. Use your email marketing to give readers something genuinely useful or enjoyable, whether that is a helpful article, a short video, or a piece of content that fits their situation right now.

The Daily Maverick is a good example. They started offering daily crossword puzzles to their readers during lockdown, a small addition that gave people a reason to open the email. Our own TouchBasePro Daily Smile campaign follows the same thinking: a little brightness goes a long way.

You risk losing subscribers

A number of companies have decided to go quiet until lockdown lifts. That is understandable, but it carries a real cost. If you stay silent for weeks, subscribers forget who you are. When you eventually reappear in their inbox, they may unsubscribe or, worse, mark you as spam.

Keeping a consistent presence, even a light one, is far easier than rebuilding a disengaged list later.

Our advice: keep communicating, across email and every other channel you have. If you need help working out the right approach for your business right now, get in touch. We are offering free virtual micro-consultations, a quick call or video chat with one of our team to help you find your footing.

Frequently asked questions

Should I keep sending marketing emails during a crisis like a lockdown?: Yes, but shift the focus. Prioritise clear updates about how your business is affected, and look for ways to add genuine value rather than pushing sales. Staying present matters more than staying promotional.
What happens if I pause all email communication during a lockdown?: Extended silence increases the chance that subscribers forget your brand. When you reappear in their inbox after a long gap, unsubscribe rates tend to rise and some recipients may mark your email as spam, which damages your sender reputation.
What kind of content works well during a crisis?: Practical updates, helpful articles, short videos, or any content that fits what your audience is actually dealing with right now. The Daily Maverick adding crossword puzzles during the COVID-19 lockdown is a simple example of meeting your audience where they are.

← Back to all posts