As part of your crisis management email marketing revaluation, you might have to add some qualitative review questions to your campaign pre-deployment and quality-checking process. Besides checking for typos, broken links and call-to-action button copy, you should audit your content to make sure you're keeping your customers' interests in the forefront and not inadvertently offending with ill-timed or tone-deaf content.
These questions can help:
1. Does my content answer "WIIFM?"
"WIIFM'' means "What's in it for me?" Or, bluntly, "So what?" You can say yes to this question if your copy focuses more on the benefits of the product that its individual features – or on the benefits of any changes you have to make to accommodate COVID requirements. When you get right down to it, customers are all about themselves, so meet them where they are and remind them – overtly or subtly – why their lives are better because they buy from you.
2. Does my email address the customer's perspective?