Whether people have found themselves in quarantine or simply have more time on their hands because they are no longer commuting to work under the mandate to work from home set in many states – there’s a lot more time shut in. In its email sent out on March 20th, Pinterest addressed just that issue.
The subject line was: “Stay safe. Stay inspired.” The simple message reinforces safety first while drawing a parallel to the option to take a more positive outlook during a time of high stress and anxiety. The body of the email followed up on that as follows:
That illustration represents an actual board that you can click through the email to see. Beneath the banner that brings you to that is another message and the GIF a lot of us have seen to represent “flattening the curve” through social distancing and other recommended measures:
While we stay inside as much as we can to slow the spread of COVID-19, let’s lift each other with helpful ideas for these times.
What Pinterest succeeds in doing here is delivering a PSA without being preachy or fear mongering. It offers a positive perspective on coming together as a community through the platform to help each other find ways to destress and make it through a difficult period. That’s a marketing message that nails the right way to appeal to your audience base during a crisis.
For more information on how to speak with your customers during such turbulent times, see Optimove’s Email Marketing Best Practices in the Wake of COVID-19.