Coronavirus and Marketing Automation: Let's Be Careful Out There
I'm no stranger to writing about disaster preparedness and crisis management. I live in an area where we get hit with a hurricane every few years. And while we're in uncharted waters here with the COVID-19 Coronavirus, there are some things that marketers forget about doing in times of crisis.
I will leave up to the medical professionals to discuss what needs to be done to protect yourself from the virus, other than to say it’s a very fluid and dangerous situation, so please take is seriously.
That said, marketers and business owners, here's a list of items you need to review:
- Let’s talk about your tone: I received the below emails last Thursday (March 12), and they are completely tone deaf. The subject line for the email I got from Spirit Airlines says it all, "Never A Better Time To Fly." And while I certainly understand that Spirit still needs to fill seats on its planes, maybe it could have come up with a better subject line considering the times?
- In my favorite gaffe email of the day (and I'm not taking political sides here; in fact, I get emails from both parties), our president literally invited me to dinner.
- Which brings me to point No. 3. Please take a look at your marketing automation campaigns. It may be time to cancel some, tweak some of the copy in others, add some new ones, etc. We tend to set-em-and-forget-em, but unless you want to put a negative ding on your brand image, have a look at what you're sending out — especially in these unprecedented times.
I hope these concepts help. I wrote this quickly given the fluid situation surrounding COVID-19; there are many more things you can do as a marketer in times of crisis. Please be safe!
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Jim Gilbert has had a storied career in direct and digital marketing resulting in a burning desire to tell stories that educate, inform, and inspire marketers to new heights of success.
After years of marketing consulting, Jim decided it was time to “put his money where his mouth was" and build his own e-commerce company, Premo Natural Products, with its flagship product, Premo Guard Bed Bug & Mite Sprays. Premo in its second year is poised to eclipse 100 percent growth.
Jim has been writing for Target Marketing Group since 2006, first on the pages of Catalog Success Magazine, then as the first blogger for its online division. Jim continues to write for Total Retail.
Along the way, Jim has led the Florida Direct Marketing Association as their Marketing Chair and then three-term President, been an Adjunct Professor of Direct and Digital marketing for Miami International University, and created a lecture series, “The 9 Immutable Laws of Social Media Marketing,” which he has presented across the country at conferences and universities.