Avoid overt sales pushes and focus on creating thoughtful, engaging content that shows your audience you care. For example, highlight team members who are working hard during this uncertain time, create how-to videos / articles, create playlists or promote local businesses that remain open and have adjusted their service offerings.
Create a consistent schedule for your newsletter that does not bombard customers but keeps your business on their radar.
Keep a close eye on your unsubscribe rate. If it is increasing you may be sending your e-newsletter too frequently. Be empathetic to how your audience has changed their information absorption habits during this crisis.
Increase awareness of your e-newsletter and its content through social media channels.
The Calgary Expo is promoting its newsletter on Instagram following the postponement of the event.