Most brands tried to convey empathy in their pandemic email marketing communications

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 04, 2020, 5:28 PM UTC

PR firm Crenshaw Communications analysed some B2C brands’ marketing emails between mid-March and mid-May.

The New York-based company found that one-third of brand marketing emails offered free or discounted services during COVID-19 pandemic. A majority of emails also conveyed empathy through words and creative content, while 50% of the campaigns were uplifting in their tone.

Brands also tried to commiserate with customers who have been social distancing or working remotely. A quarter of emails mentioned being “home” or “indoors”, and a further 20% used words like “together” and “community” to emphasise on the fact that customers are not alone in their challenges.

Crenshaw mentioned that emails had seen increased engagement despite the coronavirus affecting marketing efforts across the board. The company further added the messages might change as things start to normalise, but email communications are likely to “stay strong”.

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