The scenes unfolding around the world because of the COVID-19 pandemic, seem to be straight out of some dystopian sci-fi movie. The pandemic has shut down small businesses, restaurants, schools, and universities. Millions around the world are maintaining social distancing and staying at home. Borders have been sealed and air travel prohibited. All professionals are working remotely as going outside could mean catching the infection.

As the world economy suffers due to the pandemic, people are hoping to keep their loved ones safe and watch with anxiety as the horror of the coronavirus is unleashed globally. A lot has changed over the course of a month in the world and some things might stay that way to become the ‘new normal’.

Industries and brands have suffered losses as they had to stop delivering their goods during national lock-downs and new security measures imposed to prevent human contact. Some e-commerce stores have been challenged logistically as they haven’t been able to fulfill orders due to the material shortage and hence have ultimately shut down till further notice.

Some brands have been positively impacted due to the coronavirus crisis like streaming services, health care services, online pharmacies, e-grocery stores, food delivery apps, etc. , who have seen a rise in demand.

Some industries like travel , hospitality and brick, and mortar outlets have faced severe damage to their business. Their spending budgets slashed and lay-offs have begun.

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

Tips to communicate the best way with your customers.
Special Segment: Implementing Heartbeat Campaigns.
Practices that must be avoided in your email updates.
How brands can collaborate during these tough times.

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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