There’s a debate currently taking place whether businesses should continue with email marketing during a crisis.
One camp says that it’s insensitive and that people don’t want to be bothered by unnecessary messages. While the other side argues that receiving email messages from brands they know helps to create a sense of normality – which is needed during uncertain times.
And looking at it from a commercial aspect: if people stop buying, businesses could easily go under.
My personal belief is that during difficult times, such as what we’re going through at the moment, email marketing can play a huge part in helping to spread information, offering advice and generally helping to lift people’s spirits.
Here are five brands who I think are doing brilliantly with their email marketing:
I’ve mentioned before how amazing Littlebird’s content marketing strategy is, but they’re excelling at their email marketing at the moment. This is a big feat considering most of the suppliers they partner with offer outdoor experiences.
But, this hasn’t deterred Littlebird and they’ve risen to the challenge while still keeping true to their brand mission of offering families great experiences at reasonable prices. The team at Littlebird has been working hard to send regular emails with ideas of things to do indoors – supporting the mantra ‘Stay Home, Save Lives’.
Sainsburys was one of the first supermarkets I received an email message from letting me know how they’re adapting their processes to cope with the circumstances created by Coronavirus.
Over the weeks their email marketing has focused on giving updates on the work they’re doing behind the scenes to keep their shelves stocked of supplies, the changes they’re making in-store to create a safe shopping environment and details of the wonderful work their staff are doing to keep us all fed.
As a member of the National Trust, I love to be kept updated with what’s happening at sites close to me. Understandably, all of their houses and parks are closed, but I love that they’re keeping in touch to let me know how much they appreciate my support and about the work they’re doing to make experiences available online.
In their last email marketing message, they also gave a huge thanks to their members who are key workers for the hard work they’re doing to care for us during the pandemic.
How can this picture of a stunning blossom tree not cheer you up!
Cineworld is another brand that has had to adapt their email marketing quickly due to the virus. Normally the content of their emails focuses on new movie releases, but as all of their cinemas are shut, they can no longer do this.
So, they’ve switched to offering advice on how their customers can keep themselves entertained at home. Their latest email marketing message was letting me know that the National Theatre is making screenings of plays available online. This is amazing as I love the theatre but shows can be expensive, but now I can see some of them for free!
As we’re staying indoors, it’s natural that we’re eating more. Well, I am anyway!
Lidl is using this as a basis for their email marketing, and as well as updating their customers on how their stores are adapting to the changes required to maintain a safe social distance, they’re including details of instore offers and delicious simple recipes to do at home.
Lidl’s latest email has a lovely picture of Easter Eggs, and I’ll be munching on loads of these in the next coming weeks. Chocolate can get you through anything. Right?
Has this inspired you?
If you’re looking for help crafting content for your email marketing, or if you’ve written content already and want an expert to check it, get in touch.