One of the biggest groups impacted by this crisis — and the suspension of in-person events — are nonprofits . Plus, they can't necessarily steer their message away from donations and business as usual, because they already depend on those donations to stay afloat. One of the ways that some companies in other industries have decided to pivot their message is to support local nonprofits, whether by donating all or a percentage of profits, donating volunteering or by other means. Everlane is partnering with Feeding America by donating 100% of their profits from a specific new collection during this time, and they are using this email to announce their partnership. Source: very good emails Everlane knows that clothes, especially non-essentials, aren't necessarily what you want to spend money on right now. But a new product line that entirely benefits a nonprofit could resonate with your audience and build long-term relationships. What you can learn from this email:
Everlane says it best in their email: “We're in this together. » If your brand is able to support nonprofits and frontline organizations during a crisis, consider this approach for a percentage of your overall profits, 100% of profits from a new product line, or another form of support. - and share the news with your subscribers and customers via email. Almost everyone is looking for a way to help others right now, and providing a way to do that for your customers like Everlane has is top notch. MADE asks its subscribers what they need Some companies are able to offer products that are in high demand right now - we're thinking home workout apps, puzzle makers, grocery stores, job title email list productivity tools for remote work - but others aren't. not and find themselves in need. of a messaging switch. When many customers are cutting back (and your products may not be high on the priority list), what should your brand do? Can you continue to market without sounding deaf? If you're one of the brands struggling to figure out what to say and how to say it, check out this powerful example from designer furniture company MADE.
They're still open and delivering to customers, but they want to make sure they're delivering relevant and helpful information to email subscribers instead of acting like nothing has happened. But they also realize that everyone is spending a little more time at home than usual, which makes you think differently about how your home office is organized and what makes you feel comfortable. . With that in mind, MADE decided to subscribers directly ask what would be helpful for them and their families. What you can learn from this email: Listening to your audience and understanding what content resonates with them is one of the most crucial aspects of marketing, and it's especially true in times of crisis when a well-meaning campaign can appear as a tone. deaf. Don't be afraid to ask your followers for feedback on what they would like to hear from you, either by responding to your emails, completing a survey, sharing their thoughts on social media, or using any other channel. any comments you may find appropriate.