Another example of crisis communication can be seen in how companies communicate via email in a crisis. Many companies rely on Newsletter-Marketing as an important tool to get in touch with customers. This strategy has many advantages. Through the possibilities offered by modern newsletter software you can build up very personal communication style with your clients. This helps to limit bad outcomes in times of crisis However, in an unprecedentedly exceptional situation such as the COVD-19 pandemic, which began to hit economies hard in March 2020, many companies panicked and forgot about the use of good newsletter communication. Some brands bombard their customers with one e-mail after another.
The increase in communication is not surprising – or at least the desire to do so is not. Some companies needed to inform their customers very quickly, about unusual events, delivery issues, limited services, and so on. The problem, however, is that ifnewsletters are overused, the external communication of many companies is at risk - and this must not happen, especially in times of crisis. Sending newsletter after newsletter puts the overall effectiveness of this marketing strategy at risk.
In an international crisis such as the Coronavirus pandemic, it is therefore more important than ever to consider how necessary each newsletter or form of communication is, and to show consideration. Other companies may have more information that needs to arrive quickly. Finding the right measure is therefore useful in crisis situations for several reasons. You do not put an unnecessary burden on the network, and you don’t overload your customers with lots of information at once.