I’m curious about different approaches and marking protocol around targeting communities after a disaster.
In respect to 2024 hurricane and flooding in FL and NC and the 2025 fires in CA, we have elected to exlude certain regions and zipcodes clusters from our marketing. However, I’m at a loss as to how long to exclude them from our campaigns.
I was wondering how long one keeps that approach in place? Is one month long enough to give people breathing room, assuming they will unsubscribe if it is no longer appropriate?
Best Practice for excluding regions impacted by disasters?
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Best answer by Victoria_ap_G
Hi
Thanks for your question to the community.
It’s really great to be thinking about excluding certain people during times like this, sensitive marketing at it’s best.
It all depends on the product you are selling and your messaging. It’s hard to know the exact approach without knowing your brand (nutrition would be different to swimwear or interiors for example)
A month sounds like a good approach though. I would carefully consider the messaging on any future campaign due to be sent to that group of people and reword/choose images and products that are more sensitive to the situation.
It will definiltey be a ‘go light’ and keep monitoring the audience behaviour. Send emails to them separately and watch your deliverability rates closely (if everyone is unsubscribing change your approach).
You could also ask your customers directly when they want to hear from you, how often they want to hear from you, and what they want to hear from you. Build a preference centre or send them a survey. They may decide to opt out for a period of time, or want all your emails for escapism!
Hope that helps
Vic
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