As the novel coronavirus continues to spread globally, several brands are showing that effective critical communications start at the top. Regardless of vertical, senior leaders are using email marketing as a means to share news about COVID-19, what they are doing to help, and also what consumers can do to stay safe and help others. These top-of-mind emails are the first step in a cohesive communications strategy.
Today, we’re taking a look at 4 great email examples from brands who are keeping customers at the core of their critical communications.
REI reached out proactively
Coronavirus has had a significant impact on supply chains. Factories have been shut down, some workers have had to stay at home, and travel has been stalled, which results in a reduction in both the production and shipment of goods. In addition to all of this, consumers have been stocking up on supplies and clearing shelves out in the process.
In response to all of this, Eric Artz, President and CEO of REI Co-op, sent an email to communicate that the health and safety of their employees and customers come first. REI modified their paid time off policy to ensure that employees can take the time they need to care for sick relatives or personally recover. In addition to this, REI also instated a flexible cancellation policy for their events.
Delta chose to accommodate flexible bookings
As the coronavirus continues to spread, we’re seeing many organizations send emails to their customers outlining any changes to protocol and how seriously they’re taking the situation.
Some travel and hospitality organizations have started to offer more flexible change and cancellation policies to encourage future bookings, but also offer current customers peace of mind as they attempt to rebook or cancel trips during this stressful time.
In this email, Ed Bastian, CEO at Delta, assured customers that they can book with confidence. In addition to implementing best practices for health and safety, and linking to a detailed report about those practices, Delta also instated flexible waivers for those who want to change their travel plans.
The New York Times removed their paywall
In an effort to keep the public informed an increasing number of news and media outlets are removing paywall restrictions for coronavirus related content allowing access as a public service. Some outlets have also created new dedicated coronavirus marketing channels.
The team at the New York Times announced that the publication was lifting its paywall in addition to creating a free, dedicated newsletter, “The Coronavirus Briefing” to give the public an informed guide to the global outbreak, with the latest developments and expert advice about prevention and treatment.
Citi let customers know that health and safety comes first
As the virus continues to spread, we’re seeing many organizations send emails to their customers outlining any changes to protocol and how seriously they’re taking the situation.
In this email, Anand Selva, Head of U.S Consumer Banking encouraged customers to access their accounts remotely via the app and website when possible and shared precautionary measures that Citi is taking to keep customers healthy.
For advice on how your brand can communicate with customers during these unexpected moments, check out this post by Elle Kross, Associate Director of Client Strategy.