Systemic Shocks: Adjusting Your Email Messaging in Times of Disruption
The dot-com bubble. 9/11. The Great Recession of 2009. And now COVID-19. When extreme shocks such as these occur, business as usual ceases. These shocks cause prolonged changes in consumer behavior, forcing smart businesses and marketers to adjust, too.
While these adjustments typically start with crisis messaging, that’s just the beginning. Brands need to make changes to their future messaging, and that can be hard to do when many brands plan their messaging out months in advance, coordinating it across marketing channels and synching it up with advertising efforts. After all the time that’s been invested in that strategy, it can be emotionally hard to reevaluate that—or completely reboot it, which may be necessary in some cases.
Let’s discuss some of the ways in which marketers may need to change their messaging and strategy in the weeks and months following a major systemic shock. We’ll start with a look at automated campaigns and then talk about promotional broadcast and segmented campaigns.