As the world turns increasingly digital, we’ve seen marketers pivot their plans to meet the moment. In our last blog we covered in depth how marketers are pivoting from in person events to webinars, and why the need for virtual events will likely never go away from here.
We’re also seeing an increase in email marketing over the last few months, which isn’t surprising. Email is a direct line of communication to your subscribers. Whether you’re talking to prospects, customers, or even employees, your emails allow you to get front and center in the inbox for the chance to have their full attention.
How you take advantage of that position to engage and serve your audience is what we’ve been watching closely. Across businesses, email marketers are rising to the occasion to create communications that provide value to their subscribers, with empathetic messaging, creative and engaging designs that capture attention.
Leveraging our knowledge on email deliverability and marketing automation as a service, we at Leadous are passionate about sharing tips and tricks with our audience to better the digital experience.
Here’s 5 of our favorite recent engaging email examples from savvy email marketers.
1 – Feather uses creative design to offer a WFH solution
Feather is meeting the moment by providing a very relevant business offering – rentable home office furniture – and packaging it in an easy to digest, fully 100% mobile email that’s downright pretty to look at.
Their email ticks the boxes of empathy and trying to highlight their business offerings that will appeal to subscriber needs. They make a point of highlighting contactless delivery, a discount and the need to serve in the email, making sure that they’re leading the message with care.
2 – SurveyMonkey leads with listening
In this email, SurveyMonkey is leading with an empathetic message that focuses solely on resources related to the pandemic.
By cutting out any superfluous content and sticking straight to the point on how to stay informed about public perceptions, get templates to survey your own audiences and even receive discounts for customers who may be struggling, they’re making it simple to follow the call to action, while increasing brand loyalty by not coming across as tone deaf.
3 – InVision re-engages customers with helpful product tips
A part of speaking to the moment is making sure current customers understand how to best utilize your product or service during a changing environment. That’s what InVision understood when they sent out best practices and examples on how to use InVision Freehand to collaborate remotely.
Of course, the email is also well structured, full of examples and custom product imagery that tells a story, and short, concise content with simple calls-to-action that also help keep it engaging.
4 – Webflow stays short and to the point
We love a good virtual event, and maybe even more, we love a good virtual event email invite.
Webflow keeps their invite short and to the point with custom imagery that brands the virtual event experience – so you know exactly what you’re signing up for before you’ve even clicked the link.
By connecting a topic that’s currently top of mind – remote work lessons learned – with a catchy webinar theme that also speaks to a need for connection in an increasingly virtual world, Webflow is making sure they stay relevant and interesting to engage their subscribers.
5 – Asana stays relatable
By leading off their newsletter with a personalized note directly from an Asana employee describing their own remote work transition, this email hits all the high notes on making a personal connection with the subscriber. They’re leading with relatability. Asana makes a genuine connection and then follows it up with helpful tips and tricks for remote work.
From there, the email is bright, in brand, and concisely structured so you can skim for the high points and click through to their website.
During unprecedented times of uncertainty, it’s clear that smart email marketers are leading with genuine, helpful messaging.
Ignoring our current situation in your emails is only going to come across as tone deaf when the way we work and live has been turned upside down for the foreseeable future. Taking the moment and using it to deliver something good, or helpful, or just informative will engage your audience far more, and for far longer, than any other quick email fix could.
For more guidance on how to build engaging emails that build community during uncertain times, reach out to Leadous, with our new badge accredited by Adobe as a solution that solves a strategic problem, we’re glad to help.
