7 Examples of COVID Emails from Businesses Like Yours
BLOG - EMAIL MARKETING

7 Examples of COVID Emails from Businesses Like Yours

CAMPAIGN MONITOR - MAY 21, 2020

The world has undeniably changed due to COVID-19.

Recommended precautionary measures differ by locale, but the overall effect is similar: empty streets, fully occupied homes, and businesses needing to adjust rapidly.

National retailers shut down more than 47,000 physical stores across the U.S. in March alone. Many small companies followed suit. Since then, brands and businesses have pivoted to serve customers better. For some, the shift in approach is a survival tactic.

Let’s examine what responding to COVID-19 looks like for different industries. What are the effects of this unprecedented time on customer relationships and marketing efforts? We’ll highlight some best practices and examples of COVID emails for each field as well.

How is COVID-19 affecting email marketing campaigns?

Compared to statistics from the same period last year, the number of active email campaigns decreased by more than half in March 2020.

Although almost 90% of COVID-19 emails make it to inboxes, they’re not as effective with engagement. Marketers may experience lower open rates and significantly higher delete-after-open rates.

Not all industries have this problem. Emails from food and travel sectors, even in this climate, enjoy read rates above 30%. Surprisingly, some of the lowest read rates belong to messages from medical or health and wellness information establishments.

Too much of the same pandemic-related content could be to blame. Subscribers are more likely to click on practical and considerate emails, no matter which company they’re from.

Here are some great examples of COVID emails, listed by industry.

Below, you’ll find industry-specific email marketing best practices, along with samples to illustrate the advice given.

1. Entertainment

Many will argue that entertainment isn’t essential. However, entertainment can soothe and provide momentary mental relief. This is especially true for people stuck at home with little to do except work and worry.

When writing a marketing email for an entertainment-based company:

The StubHub email below follows these best practices effortlessly.

Source: Milled

StubHub has little to do in the way of business now, as they’re a ticketing platform. Instead of quietly going about their way, they’ve strengthened their connection with subscribers by curating live streaming links and providing information on moved tour dates.

2. Food and beverage

The food industry is huge, and many companies that fall within this categorization are essential. However, some simply make survival easier, as opposed to possible.

When creating email campaigns for a food-based brand:

The Postmates email below is an excellent example of refocusing without sacrificing a company’s business model or identity.

Source: Really Good Emails

What’s striking about this email is its tone. Postmates isn’t outright making jokes, but the text is far from serious. The brand has correctly assumed that most of their subscribers need distractions and an emotional pick-me-up. The promotional CTA at the end—with a brief nod to COVID-related information before the footer—is a nice touch.

3. Finance

The finance sector is similar to the healthcare industry in that they both provide support for life-changing concerns. If you’re worried about your health, chances are you’re worried about how to pay for medical services and long-term quarantine supplies too.

When crafting emails for a finance-centered business:

The QuickBooks email below manages to hit all three points while remaining concise and scannable.

There’s no overt promotion of the accounting software product. Instead, there are thoughtfully curated and linked resources for QuickBooks’ target market: small to medium-sized businesses.

4. Nonprofit

There should be no competition when contributing to the greater good. However, running nonprofit marketing campaigns during the time of COVID-19 can lead to conflicting or contradictory messages, if not managed correctly.

When writing marketing messages for nonprofit entities:

The Charity: Water email below focuses on the obvious intersection of the nonprofit’s aim and preventing the spread of COVID-19.

Source: Milled

Talking about handwashing reminds subscribers of what Charity: Water does, while addressing current events. The CTA links to a quiz that unlocks a donation without requiring subscribers to send money themselves too.

5. Retail

Retailers, by definition, survive by selling products or services to consumers for a profit. It’s a challenge to stick to that business model when so many are losing jobs, earning less, or struggling more than usual to make ends meet.

When creating marketing campaigns for retailers:

The Everlane email below is short and sweet without sacrificing crucial content.

Source: Really Good Emails

The U.S. clothing retailer takes pride in its transparent approach to pricing. A reference to this appears in the lead section, sidestepping a discussion of COVID-19 measures. Instead, there’s a cleverly provided link to the brand’s Instagram. Finally, the message ends with a simple but enticing offer.

6. Software and technology

Certain players within this industry are near-essential, due to quarantine conditions. Communication and productivity applications are musts for many remote jobs. Crossovers into the entertainment industry—like creative programs or video games—are also lucrative.

When writing emails for this industry:

Productivity and project management platform Asana delivers a get email example below.

Source: Really Good Emails

The best practices are vividly executed in this email, and the message contains genuinely useful content presented in an attractive and digestible format.

7. Travel and hospitality

You’d think these businesses would pause their email marketing efforts, due to multiple enforced domestic travel bans. However, their emails are among the most read, likely due to concerns dealing with refunds and postponements.

When crafting campaigns for travel and hospitality brands:

The Skyscanner email below is concise, effective, and elegant.

Source: Really Good Emails

No promotions or lengthy paragraphs here. Instead, there’s a short message sandwiched between a heartwarming header and a simple CTA button. The latter links to a curated feed of COVID-19 updates and travel advice.

Wrap up

Responding to COVID-19 as a business needs nuance. It’s not wise to go for a one-size-fits-all approach.

The same holds true for marketing efforts. Effective examples of COVID emails show that what works for one industry may not necessarily be the best fit for another. Also, a disproportionate focus on pandemic-related content without industry-specific elements isn’t enough to consistently engage subscribers.

Above, we discussed email best practices for the following sectors:

Practical, relevant, and compassionate content is the way to go.

Looking for more examples of COVID emails to inspire your brand’s response to the novel coronavirus outbreak? Find great advice in Campaign Monitor’s updated guide for businesses.

Straight to your inbox

Get the best email and digital marketing content delivered.

Join 250,000 in-the-know marketers and get the latest marketing tips, tactics, and news right in your inbox.

Subscribe

Get started with Campaign Monitor today.

With our powerful yet easy-to-use tools, it's never been easier to make an impact with email marketing.

Try it for free
Exit mobile version