Sending Timely, Effective, and Authentic Crisis Communications
Avoid Common Spam Triggers
When you draft your crisis communication emails, be sure to avoid common elements that could send a red flag to spam filters. Deliberate and concise copywriting will help ensure that your crisis communication emails reach your subscribers without being rerouted as spam content.
Maintain a healthy image-to-text ratio in the content of your email, with an emphasis on providing useful information and actionable direction. Avoid emojis in the subject line, preview text, and body of your email. Rather than using generic terms like “Friend,” you should personalize your message with dynamic content insertion.
Use Discretion When Sending Crisis Communications
During times of crisis, it can be tempting to email your entire database. After all, shouldn’t your subscribers be aware of how you’re handling the challenge? In a word, no.
Sending to a huge number of contacts could raise red flags due to the spike in sending volume from your domain. You also run the risk of damaging your email sending reputation as a result of widespread non-engagement, opt-outs, and spam complaints.
Instead, you should only send crisis communications to invested contacts who you’re confident want (and need) to hear from you during these difficult times.
Be Genuine and Intentional
Using timely and effective techniques to reach the inbox is only half the battle. Your brand image and your subscribers’ loyalty depend on your authenticity. In fact, it’s equally important (if not more so) to deliver genuine and intentional crisis communications to ensure that your emails are read, understood, and appreciated.
Assess the Relationship Before Sending
Before you begin drafting your crisis communication emails, consider whether you should be writing them in the first place. Is this email better suited as a call-out on your homepage? Maybe a blog would be more effective?
For example, payment processors who interact with their subscribers through routine automatic payments probably don’t need to send crisis communications. Alternately, daycare service providers are likely drastically changing or updating their services, which could significantly impact their subscriber base.
Only send necessary and relevant information, especially during a crisis such as the one we’re currently enduring.