Email Marketing Examples: Brands That Sent Empathetic Emails During COVID-19

Team Pepper
Team Pepper
Posted on 28/12/213 min read
Email Marketing Examples: Brands That Sent Empathetic Emails During COVID-19

Table of Contents

  • What Is Email Marketing?
  • The Effect the Pandemic Had on Email Marketing
  • 5 Brands that wrote Empathetic emails during this pandemic and lessons we can learn 
  • Key Takeaways 
  • Conclusion 
  • FAQs

Email marketing is touted as the most effective digital marketing strategy, leaving behind social media, affiliate marketing, and SEO. Every company adopts this marketing approach to reach the audience fast. However, this strategy does not only create brand awareness but also helps connect you with potential customers. 

Have you recently dipped your feet into email marketing and have no idea how to write effective yet empathetic emails? Here’s the rundown of five brands that nailed their email marketing strategy during the COVID-19 crisis, thereby turning into the best email marketing examples

What Is Email Marketing?

Email marketing is sending promotional messages to people in mass quantities. It is a direct marketing approach that uses personalized emails to educate and convince the target customers to take action. It is relatively intuitive and often automated, making it one of the top-performing strategies to create brand awareness. A great email marketing campaign includes three essential elements:

  • You must have an active email list to pull off successful marketing campaigns. 
  • An email service provider or email marketing program is software that manages your email list. It also helps execute automated email marketing campaigns. 
  • You must have clearly defined goals while using email marketing. These goals can be driving sales and engagement, enhancing customer loyalty and brand value, and generating leads. 

The Effect the Pandemic Had on Email Marketing

It’s no secret that the pandemic has affected online marketing strategies. It has transformed how brands interact with their customers, purchase decisions, and outlook for advertisements. 

The pandemic crisis has impacted email marketing in both short- and long-term aspects. 

According to Acoustic’s Email Benchmark Report, there has been a 50% increase in emails sent by companies between February and May 2020.

  • Earlier: brands competed with their competitors.

Now: brands are competing with the customers’ last best experience.

  • Earlier: emails could be sent at any time.

Now: brands are now dispatching emails during lunchtime. Marketers are observing high engagement rates during this time. 

4 Brands That Wrote Empathetic Emails During the Pandemic

COVID-19 has made it challenging for brands to connect with their audience. However, these 5 brands have taken the pandemic as an opportunity to showcase their loyalty to the customers by writing empathetic emails. These are effective marketing examples that deliver value and offer assistance while promoting togetherness. 

Whole Foods Market

Whole Foods used an effective email marketing approach to explain to their customers the importance of safety measures. The brand used third-party experts to validate its process, leveraging the need to stay home to emphasize that Whole Foods’ practices are guided by health experts. Not only this, in the email, it also shared a link to more information that they would keep updating as per government guidelines. This tactic proves to be helpful when your audience is looking for more information.

What we learned: counted amongst the best email marketing examples, this brand teaches us that you should always focus on reassuring the audience about their safety and well-being.


Redfora is a company that sells emergency preparedness kits. Since the pandemic offered them a great opportunity to sell their new N95 mask kits, they promoted them through email marketing. The email consisted of a call-to-action (CTA) button to avail free N95 masks. 

However, the company later announced that it was donating its entire stock of masks to healthcare workers. Along with that announcement, they sent a follow-up email comprising a touching message of solidarity and encouragement. 

What we learned: the brand has set one of the best successful email marketing examples by showcasing how business values trump profits. 


The food delivery service Grubhub announced that it was deferring commission fees paid by restaurants for a limited time while establishing a relief fund to support their delivery drivers. They also highlighted their commitment to customers by nudging them to use their contact-free delivery service. 

What we learned: As a brand, your goal is to prioritize the interests of all stakeholders, both internal and external. 


The pandemic has hit the travel industry the hardest. Between lockdown impositions, many people have been looking for affordable ways to get away from their homes and experience wanderlust again. In view of this, Travelzoo drafted an email that reinforced the company’s love for travel. It spoke about the flexibility in offers and booking dates they were introducing while encouraging its subscribers to stay at home.


What we learn: one of the effective email marketing examples, Travelzoo has taught the brands to stay consistent with their objectives, customers, and brand values. 

Key Takeaways

  • Keeping the customers informed, but don’t engage in hard-selling.
  • Add a personal touch to your approach. 
  • Be honest in letting the customers know how the situation affects your services.
  • Keep your social feeds and web pages updated with the latest information, especially in times of crisis.
  • Don’t keep your marketing approach the same as before. Evolve with the changing times.
  • Avoid adding statistics that change too often. 
  • In difficult times, give your audience hope by assuring them that “this, too, shall pass.” 


That’s all about the email marketing examples. It is a leading approach to bridging the gap between the brand and customers; hence it should be used carefully and strategically. If you are going to say something via email, make it count. Draft an email that your customers find relevant and worth reading. The words and timing can make all the difference; hence, use them wisely to outshine your competitors. 


1. How should I grow my subscriber list via email marketing?

Offer your audience an incentive, such as an offer or discount, for signing up to receive your emails.

2. How to write content for an email?

Some of the tips to write a great email are:
– Build trust by adding your brand values
– Use an attractive header
– Use pre-header text
– Introduce the incentive in the subject line

3. How often should you send marketing emails?

As often as you can, without annoying the potential customer. The frequency of emails depends on your business type and target audience.

4. What should you avoid in email marketing?

You should avoid the following things in email marketing:
– Neglecting mobile users
– Forgetting inserting a CTA
– Poor subject lines
– Falling out of touch

5. What should a subject line do?

Subject lines should be striking and must create a sense of urgency.

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