I'm telling you nothing you didn't already know when I say that the Prime Minister's latest press conference is worrying for anyone engaged in email marketing, not to mention the rest of the business community. I always try to see the bright side at such times but I, probably like you, am struggling to do so at the moment. 

Now is the time for us to take critical decisions. 

We must look at the problem from our subscribers' point of view, not necessarily out of altruism but from a need to know how they will respond. Let's make a few guesses. You know your subscribers; you have lots of data on them so should be able to predict with some accuracy.

Some will be worried that their income will suffer. Others will be concerned about their job security. These fears, and those you can predict from your knowledge of your customers, should be what guides us over the next few months. The questions we need to be asking is how we should be approaching the planning of our next email marketing campaigns in order to cope with these concerns.

In essence, your subscribers’ actions will not change fundamentally and they’ll behave in exactly the same manner as they would have done pre-lockdown. Their needs will be the same and their hopes as well, but there is likely to be a certain reticence to commit to big spends, and we need to encourage them. 

You may well feel your subscribers need reassurance; I could do with a bit myself. We need to be careful though. The last thing they'll forgive is false optimism and promises of bonuses around the corner as if it all goes wrong they will blame us, probably quite rightly. I know I would.

Reassurance is much more than just saying things will be nicer later on. However, if we provide them with what they need in these straightened conditions, and show them how it will not limit their plans and ambitions, empty predictions won't be needed.

It's normally best to be up-front with customers and if you are offering them a slightly different product, it could be a good idea to let them know why. Concentrates on the positives. If it's cheaper then say so without mentioning you believe their income has suffered of late. If it is something that will help them with remote working, to cover their problems with security of personal information, then the last thing we need to mention is possible penalties. Tell them it's a safe system; they'll work the rest out themselves.

Make your tone in the marketing email cheerful, bright and positive. The graphics should reflect this as well. Change the landing pages, CTAs, your website in general and any communication medium to reflect positivity. 

History of previous recessions show us that the first companies that go to the wall of those which are badly set up and have not effectively planned. Ensure this is not you. Monitor your market, see what is right for your subscribers and then go for it.