The Covid-19 pandemic has annihilated personal interactions. Businesses today remain uncertain about what the future holds and how it will unfurl. CXOs across industries continue to deal with core business issues like Cash Flow, Overheads, Credit Lines, Work-from-Home, Staff Furloughs and Layoffs. As a result almost all expenditures are on hold especially relating to Advertising & Marketing. 


Digital Marketing in all it forms remains the preferred choice because of its lower costs (in comparison to traditional media). However most traditional businesses remain skeptical of its efficiencies and effectiveness to garner customers, more so during the current pandemic.


Recent global data reports indicate increases in FaceBook, Instagram, Twitter, TikTok videos and Google Ads spends over the last few months. However it is naive to believe that businesses are going to be spending the same amount of money and customers are going to continue purchasing with the same vigour in these uncertain times. 

Amidst these uncertainties, there are a few things that we know for sure

  • Businesses are going to Refocus for business growth 

  • Businesses are going to redefine Value Proposition(s) and Customer Experience Journeys to create and maintain Customer Loyalty

  • Businesses are going to heavily streamline marketing activities and spends 

  • Customers are going to curtail non essential expenses 

  • Customers are going to prefer Clarity, Authenticity, Relevant and Socially Responsible brands (disliking opportunistic and dishonest brands)

  • Consumers will respond more favourably to businesses that communicate with empathy (to their wants, needs, desires and fears) and demonstrate social responsibility during tough times  

  • Email marketing has emerged as a high potential channel for brands to connect with their customers


Today with Email Marketing, businesses can reach a much wider audience with high levels of personalisation; tailoring relevant content to specific interests of its recipient.


With sparse personal contact on-ground, due to lockdowns and social distancing; personalised messages offer businesses a much higher impact than posts on social media. Furthermore, clients and consumers are reading emails more often and with a much faster response than ever before. 


  • Do keep your message Singular, Simple and On Point

  • Do demonstrate Authenticity and Empathy in your communication

  • Do offer information that can help solve/ aid  the reader with his/ her issues 


  • Don’t expect customer behaviours of the past to dictate customer actions in the present

  • Don’t appear to exploit/ capitalise on/ dismiss the pandemic situation 

  • Don’t clog inboxes with irrelevant content or content overload 

In closing, business has to go on and while CXOs explore new ways to navigate these uncertain times, they need to equally relook at more effective & targeted mediums to improve marketing efficiencies with much lower spends. Email Marketing is perfectly poised to help businesses create awareness, build stronger consumer relationships and reinforce customer loyalty in these tough times. 

Trigger Worldwide is a Brand Marketing Agency, built specifically for businesses to create Sustainable Growth. Our proprietary tools and process methodologies harness Technology, Creativity & Innovation, leverage Economic Drivers and Consumer Beliefs to help businesses overcome marketing inefficiencies and achieve their Growth Agendas.

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