The corona virus crisis has brought about a systemic shock to the economy and people's lifestyle. Such sudden jolts cause consumers and marketers alike, to adapt to a new situation. This presents a challenge for the brand marketer as they have to adjust their messaging to fit the tone of a global crisis and experiment with the way users respond to it.

So,we wanted to test the email users and observe how their email habits have changed during the home isolation period of corona crisis.

This was done by conducting a global survey with 1000+ average email users. We asked them pointed questions on how their behavior towards responding to marketing emails has changed since the onset of restrictions and self-quarantine.

On basis of their responses we collected the results, analysed them and created a report based on insights and what marketers can learn from such systemic disruptions to the economy.

If you answer yes, to the above questions , then yes you should be sending that email. If no, then please don’t send any email communication to your customers during this period.

In this complete email guide to communicating with empathy during COVID-19 crisis we will provide best practices to follow to send your updates and promotions to your subscribers. We shall also be running through the mistakes brands make in sending these crisis communications.

Key takeaways

Is email still the popular channel to earn ROI and engagement?
Changes in user email habits and how to deal with it?
How can a marketer get through such systemic shocks with élan.
How to increase your brand equity during and after the crisis?
How being emotionally zen in your communication helps in customer relationship?
What does the new normal look like for certain industries?

A Summarized view

The industry has been using words like “Right time, right message, right channel” for many years. Before the Internet, with fewer options, data and predictive analytics could do a fairly good job of finding the right targets to market to, and then the message convinced that user they needed something. Fast forward to now, when users have so many options and new behaviors that were never a consideration before.

Research that used to happen at the dinner table or water cooler at work is now a major step in the journey process. Consideration with review sites, comparison sites, all getting closer to decisions. Search and digital advertising’s role in all of this and the signals that occur each step in the process that users take.

The customer journey is complex. The good news is that AI and ML can help marketers move to the next level of marketing. They will still be the brains behind the plan; this is the technology that is fed by inputs from marketers. But they will have the tools that will give us the ability to transform their marketing by providing truly one-to-one experiences, in a new Segment of ONE world.

Download the whitepaper to amplify your view of email marketing above and beyond the usual tactics used by marketers.

About the author

This whitepaper on artificial intelligence in email marketing was written by our experts Chaitanya Chinta, Head of Deliverability at Pepipost, he has a 10-year experience in email deliverability and having written a few spam filters himself, he has an in-depth knowledge of working os Spam filters and email deliverability and Jeannette Kocsis, SVP of Marketing and Business Development, Pepipost US. She has extensive working knowledge of the working of businesses and their requirements. Along with great knowledge and experience in getting the best possible ROI from emails.

Being experts in their respective fields, they have explained how and where AI works best in Email Marketing and how you can best benefit from implementing these in your Email Marketing campaigns. This whitepaper explores in-depth, the working of these algorithms and their best use cases.


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