How to increase the value exchange of email marketing in covid-19?

In my opinion, SEM is using the appropriate keywords to increase CTR when people’s intent is high. By contrast, display ads is delivering more interesting and nice-to-know information to increase CTR when people’s intent is low. Apart from them, email is to building the value exchange of subscription. Therefore, in covid-19, when people‘s values change drastically from emphasizing appearance to focusing on comfortability, what can email marketing do to keep engaging the customers?

Firstly, we need to catch the most important change - people pay more attention to their internal and try best to feel comfortable. Therefore, exclusive contents, such as how to organize the room, how to recycle the outdated goods and what is needed to make WFH more efficient, are indeed good information to deliver.

Secondly, reminder emails are more needed than before. Personalized reminders responding to “life cycle” can be more frequent. As people are trapped at home and have lost a lot of contacts with the outside world, they are more likely to forget to buy the goods in one specific point of “life cycle”. For example, when a moisturizer runs out they are more likely to find a substitute nearby instead of buying new. Therefore, a reminder to use coupons triggering customers buying new one is more necessary.

On the whole, in order to increase the value exchange of email marketing in covid-19, the content of email marketing should focus more on comfortability and the reminding points along “life cycle” should be more frequent.