Q: How do I tastefully conduct “direct” messaging during this time?

A: First, evaluate how your products fit into your target audiences’ lives. 

• • Be sure to include your current audience as well as prospects.
  • Seek to understand their needs and emotional context. 
  • If you have products that are difficult to market right now—for example, luggage or travel-related items—reconsider direct marketing and instead, optimize for brand awareness or at most, lead generation. 

• If you can find use cases for your products, then, create messaging around how they may fit into someone’s current circumstances. Be sensitive to their needs and offers suggestions. 
• You may want to create relevant offers or promotions. For example, longer free trial periods if you offer a  service or product bundles that make sense. 
• Whatever you do, try to maintain a positive experience that is balanced between acknowledging the current situation, and highlighting your brand.