These COVID Marketing Emails Need to Stop
We’re in the midst of a serious pandemic. It’s a frightening time with a lot of uncertainty. And businesses are looking for every possible way to stay relevant. In most cases, they aren’t.
We’ve collected examples of the mental gymnastics that some brands are taking. I’m sure it’s just the tip of the iceberg. Please add your own sightings in the comments below.
Fabletics Boldly Makes the Call for Self-Care
Not sure which is more out of step with reality here:
Suggesting that athleisure is crucial to a pandemic,
Saying that customers are “in our hearts”, or
Claiming that a bunch of nervous quarantined folks who happen to be sitting home in Fabletics gear constitutes a “community”.
Your pick.
Speaking of Self-Care, It’s Best to Do So “Rigorously”
I don’t want to pick too much on a small business, but my goodness. To tell people you’re “100% committed” to public safety guidelines and then suggest they come to your salon in during a pandemic? Yikes.
DoorDash Is Here to Help You Eat Safely — But Make Sure to Order in the Next Few Days! Limited Time Offer!
Yes, it’s good that there are some options for getting food to people and keeping restaurants operating in some capacity. Do we need to freak people out about scarcity when they’re already hoarding toilet paper? No, the answer is no.
Intuit, Known for Its Vibrant Brand Personality, Has You in Its Heart
Folks, it’s tax software. They really buried the lead here, which is that they’ve implemented a business continuity plan to ensure that services remain operational. Great, thank you! I don’t want even more stress when doing my taxes this year. But I don’t need a virtual hug from my virtual accountant.
“Simply choose to shop on Etsy”
The general sentiment of supporting small businesses is good, and Etsy is particularly well-positioned for this since they’re a virtual storefront for many of said small businesses. But the call to shop on Etsy is just a bit too on-the-nose and echoes of George W. Bush begging people to go out and shop as their patriotic duty post 9/11.
Barnes & Noble Pivots to Virtual Therapist
I don’t know what to say here, other than who approved the line “your stories are our stories”?
Put on Your Apron and Prepare for War
Hedley & Bennett has really taken and run with the idea that restaurant workers are on the “front lines” of this pandemic.
They’re right that cooks, servers, dishwashers, delivery folks, and others are suffering the economic consequences most immediately and acutely. But rallying people to “Wake Up and Fight” while offering some discounts / financing options and Tweeting about restaurant businesses just doesn’t meet the demands of the moment.
DiscountTire (Nervously): We Still Exist!
Something tells me that tires are the last things on people’s minds right now. Unless, of course, they happen to get a flat. In which case, they would have already deleted this email.
The Worst of the Worst: Cheerble Reaches a New Low
I didn’t think it could be this bad. Sure, brands pretending to be your friend during a crisis is offputting, but it doesn’t necessarily induce rage.
This induces rage. Dog toy maker Cheerble decided it would be a good idea to parlay this into a special offer. They tried to sweeten the pot for a new product by packaging it with a set of protective masks. You know, those PPE (personal protective equipment) masks that hospitals so desperately need right now? The things there are shortages of? Yeah, those masks.
It boggles the mind. Donate the masks, turn it into a PR opportunity if you absolutely must take advantage in some way. But for the love of God, don’t try to profiteer with some kind of sleazy offer code! Sickening.
It’s Scary Out There. Let’s Be Good to Each Other.
It’s hard at times like this to hold things together. And hey, sometimes we lose sight of that.
Here’s my recommendations for folks out there: read the room. Right now, people need mutual support and understanding. They don’t need thinly veiled sales pitches, or desperate appeals for relevance. This comic summed it up pretty well.
During this challenging time, we have to be judicious in what we say and how we act.
