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Coronavirus emails to customers are missing the mark
What can you say that’s relevant to our relationship?
Disasters require a response. You need to let your customers know that you have a plan. But sending your customers an email to remind them of online bill payment options — how is that a meaningful response to what is happening right now? How is the message different from the weekly email reminding customers to use mobile banking?
This is missing an opportunity to build a connection with your customer.
Email is an opportunity to strengthen bonds during a difficult shared experience
We’re all affected by the coronavirus at some level. For that reason alone, it cannot be business as usual. We use email to conduct transactions, to inform, but also to maintain ties. Many businesses will not make it in the next six months. Many customers will be will not be able to buy the products or services companies offer in the short term.
Some companies have gotten ahead of the pandemic by offering cancellations on reservations and refunding fees. Others have allowed postponement of payments. But…
