Please consider the following when discussing COVID-19 messages:
“Learn to respond, not react” - Tara Brach.
I’ll get right to it. Please consider if your company should send a message about COVID-19 at all. Is your message news or noise? Everyone is aware of the situation, but as Gartner nicely points out, brands must consider how your message will impact an inbox that is already piling up with COVID-related messages.
“Littering your customers’ inbox with indistinguishable and interchangeable emails won’t reduce customer worries; what will do that are messages that lead with customers’ WIIFM—‘what’s in it for me?’”
—Beware of Virtue Signaling or Outright Greed in Brand Communications About COVID-19, Gartner
We couldn’t have said it any better.
If you are certain your message is going to add value to your subscribers, then also consider how your messaging must change with this new normal. Few people want to hear a CEO’s perspective on the situation unless it includes some description of how their company is reacting...