COVID-19: Time for Pull, Not Push Marketing

Like me, you have gotten dozens if not hundreds of emails that start, “Out of an abundance of caution,” and go on to tell you about closings, changes in operation, care for employees, etc.  all in response to the COVID-19 outbreak.

Please stop email marketing. Now is not the time for push marketing.

As people all over the world are adjusting to stressful work-from-home situations, adapting to kids who are out of school and daycare, coping with potential unemployment, it’s critical for their email communication to have space for them to see the most important updates about, for example, local news, their healthcare, their employment, or other basic needs being met.

It is not the time for a luxury shoe brand to let me know how they are adapting to COVID-19.

What do to instead

Naturally, your business still needs to let people know what’s going on, especially in the case of changes, and that’s when we recommend changing to a PULL vs. a PUSH method of marketing. That is, publish your message very clearly on your own website and your social media platforms so that your audience can FIND the information when they need it. Use keywords so the content is searchable.

Please stay in your lane, focus on how you can continue doing what you do best, allowing people to quickly get the information they need the most, and find yours when they’re curious.

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