HOW TO DELIVER BAD NEWS EMAILS
Targeting
Consider who the relevant audience is for your message. For example, if you are giving all users or customers an update on the measures you are putting in place to keep them safe from COVID-19, then targetting your whole customer database may make sense.
However, if you are talking to customers who are directly affected by a change (e.g. customers who will experience a service interruption), then you are better off targeting these customers and providing a more detailed message explaining the implications.
Keep the design simple
Remove concepts, unnecessary images and distractions, this isn’t the time to entertain customers. Retain key branding elements to build trust and authenticity. Use imagery appropriately.
Keep content short and to the point. Only include what is immediately relevant to your audience. For longer communications, consider placing this content on a landing page.
Make it scannable
““Just under half of emails are skim read in less than 8 seconds””
Customers skim read emails. Therefore it is imperative to structure emails so that it is easy to absorb the key information at a glance. Use subject lines, pre-headers and headers with care to help readers navigate your email and understand if the news affects them and what action they need to take.
Apply the inverted pyramid principle to capture attention, inform customers. Use a call to action linking to where customers can find further information and/or take action.
Put yourself in the customers shoes
Take a moment to consider how will the news affect them, what will their reaction be, the questions they might have or whether they will want to contact you?
By starting from the customer's point of view, you can determine how you can help customers the best and alleviate any concerns they may have. This might range for assuring their safety or continued provision of service to requesting them to take a specific action, get in contact or direct readers to a list of FAQs.
Be honest
Don’t dress up the bad news, mislead or hide it altogether. You will lose credibility and customers confidence if you aren’t straight with them. Get it out in the open and don’t hide it in the body of the email.
This is also an opportunity to set the record straight, dispel any myths and offer your point of view. So take advantage of this moment.
If you don’t have all the answers that’s ok. Better to acknowledge the situation, indicate your intent on how to minimise the impact on customers and follow up when more information comes to light or solutions are in place.
Tell customers why you are making changes
Whether you are putting up prices, discontinuing a service, unable to fulfil an order, or changing the way you operate, it is important to communicate why you are making these changes.
If customers can understand the reasons for the decision, they will be more inclined to support you and be less likely to consider other options.
The key here is to be transparent.
Explain how you are minimising the impact
Where possible, let customers know how these changes can benefit them. This can offset any initial disappointment and can build optimism for the future.
For example, whilst the price may be increasing customers will now receive additional value through x, y and z.
In cases of a service interruption, I have seen some great examples from companies who owned their mistakes and highlighted the steps they are putting in place to ensure they won’t be repeated.
Offer solutions
Now you have delivered the bad news, outline the steps and actions customers need to take. Ensure that any actions and deadlines are presented clearly. Provide customers with ways they can get in touch should they have questions or need further support.
If you plan to provide further updates, let customers know when and where to expect these. Often sending an email is a time-consuming process, and using social media or the organisation’s website might be a faster way to deliver the news.
Thank customers for their loyalty
With so many options available to customers, showing customers your appreciation for their loyalty and thanking them for their understanding will go along way in building goodwill.
Don't forget to test
This is likely to be a critical communication, so in the rush to update customers, don’t forget to run your usual preflight QA tests, as mistakes will only exacerbate the situation.
Always remember to:
Use spell check
Get a pair of fresh eyes to proofread the email
Ensure the images are linked and alt text has been used
Make sure the links work and point to the right destination pages Double-check the targeting is correct and you have consent to contact the customers you are targeting
Check the design renders in key email clients using tools such as Litmus
Emails and the Customer Experience
Whilst the nobody looks forward to sending a bad news email to customers, it is an important moment in managing the Customer Experience.
Forewarning and informing customers of impending changes, showing support and advising customers of the steps they need to take can go along way in managing the overall customer experience. Done well, they can install customer confidence, maintain and even build loyalty and minimise dissatisfaction to your organisation.