E-mail marketing has all but ceased this week, according to e-mail marketing companies. But many marketers are turning their expertise toward messages of support for the victims.
After The World Trade Center explosions on Tuesday, “everyone knew everything was on hold,” said Jay Schwedelson, corporate vice president of Worlddata/WebConnect in Boca Raton, FL.
His company “cancelled millions upon millions of names we were going to transmit, and put on hold probably hundreds of campaigns,” Schwedelson said.
He added that clients were in agreement that “It’s a terrible time to send out e-mails that are about anything other than the issue. Individuals are certainly not looking to respond to offers at this time, except offers to further the cause.”
Eziba.com, for example, sent an e-mail to its customer file, expressing its sadness at the tragedy. “The founding mission of our company has always been to celebrate world cultures–we at Eziba want to express our profound sense of sadness and shock,” it said. The company specializes in international handcrafted art work.
A postscript following the e-mail letter provided the toll-free number for the American Red Cross for those who wish to donate blood.
An e-mail to customers of the Company Store said, “As caring people, we should all come together and give assistance as we can.” On the Web site (www.thecompanystore.com), a link was provided to a page about how to give money and donate blood to the Red Cross.
E-mail communications company Bigfoot Interactive, New York, sent out a template that its 100 or so clients could use to contact customers. It said, “[The company name] asks you to join us in helping the victims and courageous volunteers by giving generously to the cause of your choice.”
Resources included telephone numbers for the Red Cross, United Way and Salvation Army and hotlines for New York City Disaster Relief, Red Cross Victim Information and centers that provide grief counseling.
“Our feeling and our clients feeling is that people are not able to focus on e-mails that are sell-related,” said Al DiGuido, CEO of Bigfoot Interactive. “We are advising them to use their brand to get out more information on the Red Cross or how to volunteer.”
When will things get back to normal? “Most have delayed this week’s mailing, but are on target to go next week,” DiGuido said.
It might take longer than that, Schwedelson said, maybe up to “a few weeks.”
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