8 Inspiring Coronavirus Emails from Burton, Chubbies and Food52
April 6, 2020
By now, you have received at least one “important update around COVID-19” from everyone: your favorite brands, the brands that used to be your favorites, the gym you belonged to seven years ago. As retailers double down on their digital channels while consumers stay inside, we put together five things for them to consider when sending coronavirus emails.
Over the past few weeks, we’ve been encouraged by all the brands putting those best practices into practice, being thoughtful about their approach and sharing how they’re helping. Here are eight of our favorites:
The Bouqs Company: ❣️ We’re Giving Away 1K Bouquets! ????????
The Bouqs Company sent this email to promote a new initiative called 1000 Thank Yous focused on the essential workers fighting the coronavirus pandemic from the front lines. In a great example of a retailer caring for its community, Bouqs allows customers to nominate people to receive a free bouquet, Bouqs’ way of saying thank you while spreading love and positivity.
Burton: Pro Riders Weigh in on Social Distancing
Burton continues the time-honored tradition of using athletes for influencer marketing campaigns. But rather than help drive sales, Burton tapped seven professional snowboarders to promote staying home. They share how they’ve been keeping busy while making social distancing sound cool.
Food52: Here to help: Recipes, tips & more during COVID-19
About 90% of Americans are currently under stay at home orders and Food52 put together a comprehensive guide to help them get through it. Food52’s content hub has everything from recipes to instructions on how to do laundry at home. There’s even a phone number readers can text for cooking help.
Nike: #Playinside with NTC Premium
In addition to pledging $15 million for coronavirus relief, Nike made its Nike Training Club content free. This email makes sure subscribers know to download the latest version of the app in order to access livestreamed workouts, nutrition tips and more.
Mejuri: Made you something
Life is crazy at the moment and many people probably aren’t in the mood to shop. Mejuri acknowledged that and went beyond the brand in this coronavirus email. Rather than trying to sell, Mejuri shares two playlists it curated for customers, whether they’re in stretch mode or going for a socially distant stroll.
Girlfriend Collective: For you <3
On the other hand, with all that extra time at home, some people definitely do want to shop. Girlfriend Collective does a nice job appealing to those customers, promoting 20% off gift cards with a thoughtful self-care theme.
Jo-Ann Stores: Help support our country’s medical personnel by making handmade protective masks!
Being stuck at home, many people may be inclined to get crafty. Throughout this pandemic, Jo-Ann has been promoting projects and curbside pick-up, but this email is our favorite. With an easy-to-follow video tutorial, Jo-Ann encourages customers to make protective face masks for medical personnel. They can then can donate them at any Jo-Ann store.
Chubbies: Sit Back
While millions of people work from home, retailers are doubling down on loungewear and sleepwear. Already specializing in comfy shorts, Chubbies curated a collection of its most comfortable clothes and gave it a philanthropic twist. For every sale, Chubbies will donate $5 to Meals on Wheels’ COVID-19 Response Fund for senior citizens.
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