{"id":3853,"date":"2020-04-07T00:00:00","date_gmt":"2020-04-07T00:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/genuine-empathetic-and-subscriber-centric-5-examples-of-great-email-communication-during-covid-19\/"},"modified":"2022-03-07T06:06:25","modified_gmt":"2022-03-07T11:06:25","slug":"genuine-empathetic-and-subscriber-centric-5-examples-of-great-email-communication-during-covid-19","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/genuine-empathetic-and-subscriber-centric-5-examples-of-great-email-communication-during-covid-19","title":{"rendered":"Genuine, Empathetic, and Subscriber-Centric: 5 Examples of Great Email Communication During COVID-19"},"content":{"rendered":"

Though the <\/span>initial rush of COVID-19 emails<\/span><\/a> may have subsided, the need for email marketing to be empathetic and helpful during these times hasn\u2019t (and never should). Much like you, here at Litmus we\u2019ve been getting plenty of emails in our inboxes about what companies are doing to support their employees, their subscribers, and the community as a whole, and we\u2019ve been taking a close look at how those companies stay connected to their subscribers using the most powerful channel they\u2019ve got: email.<\/span><\/p>\n

What we found is there are so many brands out there pivoting their messaging to solely focus on helping subscribers, keep everyone up to date on what they\u2019re doing to ensure the safety of their customers and employees, and remain as helpful as possible, no matter what that might look like. What works for one brand might not work for another but it\u2019s always helpful to learn, so we pulled together some examples from brands across different industries\u2014empathetic emails that were just right for their products and audiences.<\/span><\/p>\n

Asana provides resources for working remotely, from a team brand new to remote work<\/span><\/h2>\n

Like many teams across the globe, <\/span>Asana\u2019s<\/span><\/a> employees have shifted to full-time remote work for the very first time and are learning how to navigate this new dynamic\u2014and they know their customers are, too.<\/span>
\n<\/span>
\n<\/span>Asana sent out a few different empathetic emails to customers about their response to COVID-19, but this email is solely focused on remote work resources, including how Asana can help you work remotely.<\/span><\/p>\n

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Chock-full of resources of all kinds\u2014articles to read, guides to peruse, webinars to watch\u2014Asana\u2019s email is an excellent example of providing relevant, engaging content that\u2019s helpful for everyone, whether you\u2019re a customer of theirs or not, and ties in the Asana product in a way that\u2019s powerful without being pushy. Plus, at the bottom of the email, Asana highlights how they\u2019re supporting their nonprofit customers (and potential customers) during this time of need by providing free accounts for eligible groups; this is just another wonderful way that Asana is focusing on customers and the community.<\/span><\/p>\n

What you can learn from this email:\u00a0<\/strong>Are you and your customers in the same boat? That\u2019s an opportunity to pull back the curtain, show how your team has been handling the challenges\u2014and build a human, personal connection along the way.<\/span><\/p>\n

McDonald\u2019s convinces with transparency, sharing every step they\u2019re taking to keep customers and employees safe<\/span><\/h2>\n

Normally, restaurants provide a sense of community\u2014they\u2019re a place to meet and hang out after school or work, a much-needed treat after a soccer game, or simply a weekly routine. So during times of crisis, it\u2019s easy to see why restaurants are considered an essential service. Though the basic elements of creating community might be lost when in-person dining closes, restaurants everywhere can still provide a feeling of normalcy, and this isn\u2019t lost on McDonald\u2019s. <\/span><\/p>\n

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Source: Really Good Emails<\/a><\/figcaption><\/figure>\n

Rather than sending out an email with condolences or well wishes to subscribers, McDonald\u2019s takes this empathetic email to create transparency and lay out a concrete plan for next steps, including the increased sanitation of all locations, closing children\u2019s playgrounds in restaurants, encouraging the community to move to the Drive-Thru, and encouraging employees to wash their hands more regularly and be as cautious as possible. With a letter-style, simple design that doesn\u2019t utilize any imagery, McDonald\u2019s makes sure the focus is on the copy.<\/span><\/p>\n

Though it may be a bit long, McDonald\u2019s wastes none of their words and says, without a doubt, that the community and employees around the world are their \u201cnumber one priority.\u201d<\/span><\/p>\n

What you can learn from this email:\u00a0<\/strong>What are the questions that your subscribers might have right now? Put those at the center of your messaging and don\u2019t be afraid of using simple, no-fuss designs to frame copy that has the answers. If the focus of your campaign is on transparent copy that provides guidance, a simple, letter-style design might just be the best fit.<\/span><\/p>\n

Tattly shares fun activities to do at home with family<\/span><\/h2>\n

In our <\/span>webinar on best practices for email marketing during a crisis<\/span><\/a>, one of the best practices we mention is \u201cThe world is chaotic. Don\u2019t add to that chaos.\u201d <\/span>Tattly<\/span><\/a>, a company that provides temporary tattoos by real artists, practices this idea perfectly.<\/span><\/p>\n

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Source: Really Good Emails<\/a><\/figcaption><\/figure>\n

Nearly everyone is feeling elevated levels of anxiety, and many of us have divided attention with children at home, too. So with this email, Tattly\u2019s goal was to provide joy to subscribers by providing \u201ctried-and-true DIY activities that we know both kids and kids-at-heart will love doing at home.\u201d<\/span><\/p>\n

These activities are <\/span>not<\/span><\/em> tied to their product in any way\u2014and in fact, when they do mention their product, it\u2019s framed in a way to send some light and joy to someone else instead of yourself. Plus, it\u2019s hard to not feel cheery with Tattly\u2019s fun, colorful email design. (Shout out to the pun at the end of their email that these uncertain times are only <\/span>temporary<\/span><\/em>, just like their tattoos.)<\/span><\/p>\n

What you can learn from this email:<\/strong>\u00a0When it seems like everyone is sending out their own version of a crisis email for COVID-19, it can feel really hard to stand out and provide true value to your subscribers. It’s important to think about what your subscribers and customers\u00a0truly<\/em> need at this time\u2014and that might not be your product, but something you can offer, like Tattly’s curated list of DIY activities. Take a moment to ask yourself if you provide something your subscribers truly need, and if the answer is no, think of other ways you can provide value and avoid adding to the chaos.<\/p>\n

Everlane supports national nonprofits<\/span><\/h2>\n

One of the biggest groups hit by this crisis\u2014and the suspension of in-person events\u2014is <\/span>nonprofits<\/span><\/a>. Plus, they can\u2019t necessarily pivot their messaging away from donation and business as usual, either, since they depend on those donations to stay afloat already.<\/span><\/p>\n

One way that some companies in other industries have decided to pivot their messaging is by supporting nonprofits local to them, whether donating all or a percentage of profits, volunteering, or by other means. Everlane is partnering with Feeding America by donating 100% of their profits of a new, specific collection during this time, and they use this email to announce their partnership.<\/span><\/p>\n

\"\"
Source: Really Good Emails<\/a><\/figcaption><\/figure>\n

Everlane knows that clothes\u2014especially nonessentials\u2014aren\u2019t necessarily what you\u2019re interested in spending money on right now. But a new product line that entirely benefits a nonprofit might resonate with your audience and build relationships in the long-term.<\/span><\/p>\n

What you can learn from this email:\u00a0<\/strong>Everlane says it best in their email: “We’re in this together.” If your brand is in a position where you can support nonprofits and organizations on the front lines during a crisis, consider that approach for a percentage of your overall profits, 100% of the profits of a new product line, or some other form of support\u2014and share the news with your email subscribers and customers. Nearly everyone is looking for a way to help others right now, and providing a way to do that for your customers like Everlane has done is top-notch.<\/p>\n

MADE asks their subscribers what they need<\/span><\/h2>\n

Some companies are in a position where they offer products that are in high demand right now\u2014we\u2019re thinking home workout apps, puzzle makers, grocery stores, productivity tools for remote work\u2014but others aren\u2019t, and are finding themselves in need of a messaging switch.<\/span><\/p>\n

When many customers are cutting down on expenses (and your products might not be on the top of the priority list), what should your brand do? Can you continue to market without coming across as tone-deaf?<\/span><\/p>\n

If you\u2019re one of the brands struggling to figure out what to say and how to say it, check out this powerful example from designer furniture company MADE.<\/span><\/p>\n

\"\"<\/figure>\n

They\u2019re still open and delivering to customers, but they want to make sure to provide relevant, helpful information to email subscribers instead of acting like business as usual. But they also realize that everyone\u2019s spending a bit more time at home than normal, and that makes you think differently about how your home office is arranged and what makes you comfortable. With that in mind, MADE decided to directly <\/span>ask<\/span><\/em> subscribers what would be helpful for them and their families.<\/span><\/p>\n

What you can learn from this email:\u00a0<\/strong>Listening to your audience and understanding what content resonates with them is one of the most crucial aspects of marketing\u2014and that\u2019s especially true in times of a crisis when a well-intended campaign might come across as tone-deaf. Don\u2019t be afraid to ask your subscribers for feedback on what they\u2019d like to hear from you, either by replying to your emails, filling out a survey, sharing their thoughts on social, or whatever other feedback channels you might find appropriate.<\/span><\/p>\n

\n

Did another brand stand out to you in your inbox? Share them in the comments!<\/span><\/p>\n

\n\n\n\n
\"Photo<\/td>\n\n

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There are so many brands out there during this time pivoting their messaging to solely focus on helping subscribers, keep everyone up to date on what they\u2019re doing to ensure the safety of their customers and employees, and remain as helpful as possible, no matter what that might look like. What works for one brand might not work for another but it\u2019s always helpful to learn, so we pulled together some examples from brands across different industries\u2014empathetic emails that were just right for their products and audiences.<\/p>\n","protected":false},"author":3,"featured_media":3490,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_category":[78,53],"class_list":["post-3853","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","blog_category-inspiration","blog_category-tips-resources"],"yoast_head":"\nGenuine, Empathetic, and Subscriber-Centric: 5 Examples of Great Email Communication During COVID-19 - Litmus<\/title>\n<meta name=\"description\" content=\"There are so many brands out there during this time pivoting their messaging to solely focus on helping subscribers, keep everyone up to date on what they\u2019re doing to ensure the safety of their customers and employees, and remain as helpful as possible, no matter what that might look like. 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