If you are like me, you've been inundated with emails relating to covid-19. Some are from organizations sharing resources, some are updates, and some are straight-forward marketing messages. You've probably also seen there's a lot fewer print ads in the newspaper

<strong>Let's start with what doesn't work.</strong>

Here's an email that I received from a real estate agent (someone I met at a networking event and added me to her list without my express consent, but that is another story).
<blockquote>Hello.

Your health and safety are important to me. That's why I'm reaching out to let you know that we're doing what we can to provide the best service possible during this time, and that means being here for you.

Please reach out with any questions that you may have, or if I can be helpful in any way.

We will get through this together.

If you want to keep up to date on COVID-19, visit the CDC's website.

Stay well,

[Name]</blockquote>
Why is this so bad? First, the sender claims that my health and safety are important, but provides no specifics about what she is doing. Second, she is placing the onus on me to contact her. And third, she says I can visit the CDC website, and she doesn't even provide a link in her email. To me, this email shows that this real estate agent does not have any type of communication strategy or understanding, and to make matter worse, she doesn't know  how to use communication tools effectively.

<strong>What does work?</strong>

<strong>1. Specificity</strong>

What is your company or organization doing <em>specifically</em> because of or in response to covid-19.

This full page ad from LIDL is exactly right: it tells you what specific actions the store are taking to deal with the virus and the associated issues.

<a href="https://deborahbrody.com/wp-content/uploads/2020/03/20200331_144905_001.jpg"><img class="aligncenter wp-image-4088 size-large" src="https://deborahbrody.com/wp-content/uploads/2020/03/20200331_144905_001-e1585682663422-768x1024.jpg" alt="" width="768" height="1024" /></a>

<strong>2. Segmentation</strong>

If you have an email marketing strategy, it should include segmentation. That means not sending the same email to everybody on your list. For example, Boston University (where I went to grad school) keeps sending me updates, including updates about campus being closed. Well, as an alum, this is not exactly

Thinking about your audience

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