If you were to search your inbox for promotional emails involving the words “coronavirus,” “COVID-19,” “pandemic,” or “quarantine”… well, you’d probably get a ton of results, right?
Ever since the global shutdown took hold, it seems like every brand in the world has felt the need to say something to its customers.
But there are emails, and there are emails.
Even a well-meaning message, when executed poorly, can come off as inauthentic—which will certainly reflect poorly on your brand.
But, that doesn’t mean you shouldn’t reach out to your customers via email throughout the pandemic (or any other global emergency).
Here, we’ll take a look at twelve branded emails that managed to use email to deliver value to their audience over the past few months, using a number of different approaches.
Brands Accommodating to Customers in the “New Normal”
Retailers and other brands around the world have had to make adjustments to how they serve their customers throughout the pandemic, which is why the following emails have been so effective.
Sonic Promotes Contactless Ordering and Pickup Options
As many restaurants and eateries have done during the pandemic, Sonic offers its customers a number of order and delivery options.
This email, above all else, makes these options clear as day for Sonic’s customers. What’s more, it explains exactly what customers need to do to take advantage of each option. (Remember: it’s been a confusing time. Your customers deserve explicit instructions as to the changes being made to their experience. As a bit of an incentive to use the app—and as a “thank you” for the customer’s cooperation—Sonic also includes a small discount for its audience.
Finally, note that Sonic provides a link to more information regarding its COVID-19 policy as a footnote within the email. This helps solidify in the customer’s eye the idea that the company truly cares for its patrons, and wants them to stay safe.
Apt2B Announces its “Quick Ship Sofas” Promotion
Anyone who’s ever ordered furniture knows it usually takes a while to arrive. Of course, as the lockdown went into effect, many families found themselves in immediate need of new furniture, and Apt2B came through with its “Quick Ship Sales” policy. The accompanying email announces everything the customer needs to know about the policy: the cost (zero), the timing (3-5 days), and the payment options (financing available).
Sure, this specific email was mainly meant to promote the brand’s St. Patrick’s Day sale. But the inclusion of the quick delivery policy as a header shows that the company understands its audience’s current situation—and that they’re willing to help in any way they can.
Brands Staying Relevant to Customers’ Lives
In some cases, companies didn’t have to profoundly change the way they do business. Rather, they simply changed the way they promoted their products.
Feather Enables Customers to “Do More from Home”
Many people around the world found themselves in immediate need of new furniture for their home office during the pandemic. Feather made sure its audience knew exactly what they had to offer in this regard. More than just promoting certain products, Feather also used this email to deliver a 10% discount on all office furniture. Like Apt2B, Feather included information regarding its shipping times—a major concern for customers during the shutdown.
Finally, note that the social proof included in the email focuses on the stress-free experience provided by Feather’s customer service team. Again, during such turbulent times, this assurance can go a long way toward forging a bond with the customer.
Marine Layer Knows You Want to Be Cozy
The team at Marine Layer knows most of its customers have been working from home over the past few months. And they also know that most of us haven’t exactly been dressing up to do so, either. So it just makes sense to send out an email promoting their comfiest, coziest pieces of clothing, right? Aside from the relevant promotion, the entire email is all about injecting a bit of humor into an otherwise dire situation. It offers tongue-in-cheek jabs at the idea of what’s considered “acceptable” in the workplace—and even pokes a little fun at our own over-indulgent habits during quarantine. In doing so, Marine Layer builds a sense of camaraderie among its audience members—who may or may not be walking around the house with their drawstrings loosened.
Brands Empowering the Customer to Lend a Hand
If you’ve felt sort of helpless throughout this whole ordeal, you’re not alone. Many companies felt the same—and took action to lend a hand to a world in need.
Etsy Supports its Small Business Owners
Etsy exists because of the small business owners who sell their products on the platform.
Here, Etsy’s CEO acknowledges just that—and goes deep in explaining what the team is doing to help them weather this ongoing storm. In addition to a monetary investment into its small business community, the company also pledges to give a one-month grace period to sellers who may be late on their bills.
More than that, the email brings it all back to those who support the various small businesses on Etsy. In doing so, it empowers the customer to use their dollars to support those in need—whether buying from them or simply giving a donation.
Chili’s One-for-One Giveaway
This email from Chili includes a few promotional offers, along with some empathetic and reassuring messaging.
But the truly empowering part of this email comes when Chili promotes its “buy one, give one” policy. Here, the brand explains that it will donate a chiliPAD sleep system to a first responder or healthcare worker in need for every unit purchased.
For one thing, this initiative certainly paints the brand in a positive light in the eyes of its customers.
On top of that, it also empowers their customers, in that they can be content knowing a part of their purchase is going to a good cause.
Brands Informing and Educating the Customer
A huge reason the coronavirus shutdown has been so frightening is because we’d never experienced anything like it, and still have no idea what to expect.
Knowing this, many brands set out to keep their customers as informed as possible on all fronts.
ASDA Keeps its Employees Safe
Judging by the two emails shown above, it’s safe to say the ASDA wants its audience to stay informed and educated throughout the pandemic.
In the first email, the ASDA announces a major donation to food banks and charitable organizations, such as FareShare and the Trussell Trust. The email includes a somber, thorough explanation of the impact COVID-19 has had on the world, and explains what the organization is doing to help.
The follow-up email includes information regarding changes in operations meant to keep its employees and customers safe. More than that, the ASDA takes the time to explain how these changes will actually benefit the customer in the long run.
In being so thorough, the company not only helps keep its community safe, but also builds trust among its customer base at the same time.
Maison Miru Addresses Delivery Issues—and Sends a Freebie
Alright, so the main purpose of this email is to provide transparency with regard to expected shipping delays for the company.
But the really cool part of this email is that Trisha goes well above and beyond the call of duty, offering a free guide for those who may be new to the whole “work from home” scenario.
Remember: This is an email from an online jewelry store.
It’s not from PostFunnel or some other publication whose main goal is to help professionals be more productive. It’s a shop owner reaching out with some words of wisdom that could help her audience succeed through a very difficult time for the world. The fact that she includes this freebie in an email stating that she can’t fulfill orders quickly at the moment shows that she’s more interested in educating her audience than making a sale. And to be sure, her followers will remember this generous act once Maison Miru gets up and running again.
Brands Being Helpful
Many brands are taking a step back from promoting their products and have chosen simply to provide guidance to their customers over the course of the pandemic.
Oasis Helps Customers Stay Active and Productive
In this email, women’s fashion retailer Oasis actually avoids focusing on its products, opting instead to provide some quick suggestions for those looking to break up the monotony of quarantine. If you read the list closely, you’ll see just how well the team at Oasis knows its customers. First of all, the email’s copy is quite familiar and comfortable—and at times a bit tongue-in-cheek. Secondly, it provides specific suggestions (such as podcasts to check out) that their audience will likely be interested in. While the email doesn’t showcase any specific items, it does provide a 20% discount to those looking to make a purchase. Still, this offer is secondary to the main purpose of the email: helping the customer through a difficult time.
Tattly Provides Resources a’Plenty
This email from Tattly has it all:
- A curated collection of crafts and other activities for both adults and children to enjoy
- A collection of literature to be given as a gift (or purchased for yourself)
- An opportunity to join a branded community
- Information on how to support local and global small businesses
- A free shipping offer, to boot
We really don’t need to explain why this is so helpful, do we?
Good. Let’s move on, then!
Brands Being Inquisitive
Some brands have taken to email to ask of their audience:
What can we do to help?
Violet Grey Asks for Content Suggestions
In addition to providing information regarding changes in operations, beauty retailer Violet Grey takes a unique angle in this quarantine-related email:
Instead of giving the customer information upfront, they ask their audience what they want to learn about. The email suggests topics related to beauty, makeup, and cosmetics, but also touches on women’s health issues and other more serious topics as well.
To add an even more personal and personable touch, Cassandra provides her actual company email address (not something like info@), inviting recipients to engage with her directly.
If you’re looking for an example of authentic empathy, well… here it is.
Reformation Asks How to Help
Women’s fashion brand Reformation takes a similar approach in its quarantine email.
To start with, the team provides transparency with regard to business processes, uncertainty, and the like. Transparency: check.
The last paragraph is where the real value of this email lies. Here, the team at Rev takes the time to ask the customer what they’re feeling, what they want to receive from them… and whether or not they want to take a break from receiving anything from them.
For an eCommerce company to actively take a step back from engaging with its customers shows a true respect for their safety and wellbeing. To be sure, Rev’s customers will be coming back in droves once they’re good and ready.
Wrapping Up
Throughout this global crisis, it’s become more important than ever for brands to keep in touch with their customers.
But, it’s also important to be empathetic, comforting, and all around aware when doing so.
The brands who have truly been there for their customers—those continuing to provide value in some manner or another—will eventually come out of this with a strong fanbase of dedicated, loyal followers.
