Email Marketing During Sensitive Times

It has now become relatively mainstream to joke about how every company under the sun has managed to amplify their email marketing because of COVID-19. Company emails have ranged from Starbucks providing regular updates on how the company took steps to respond and adjust their business model and product updates to Uber, Lyft, and Via reporting on increased cleaning practices and reduced capacity for ride-share. As isolation increased across the globe, so did the company emails. As marketers proceed, there are a few parameters to consider...

1. You should say something.
1. Keep in mind that timing matters. Be mindful of societal sensitivities as a result of the latest news & updates.
2. Frequency of customer use/visits should inform if you should or should not reach out. If customer X has not interacted with your business in years, consider leaving them out and/or what value you might add by communicating to them during this unprecedented time.
3. Will I be a business they'll continue to want to buy from when this is all over?
4. Updates on business operations that allows consumers to be aware of adjusted capabilities is important. Depending on your product or service, this can be calming. This is good!
5. Informing consumers of how you're taking care of your employees during this time of uncertainty is more often well received than email marketing efforts focused on products. Product/service focused emails could be perceived as being opportunistic.
6. Sharing information about the emergency that could help communities respond has been seen as socially responsible. A company that's using its platform to help the greater good is often well received.
7. It's important to avoid being perceived as being disingenuous at all costs. 
8. SEPARATING messaging has benefits...
1. Separating updates on staff care and product deals will have greater positive effects

https://www.nytimes.com/2020/03/22/business/coronavirus-emails.html